For millions of Indians radio still remains one of the major sources of entertainment. 94.3 MY FM started its operations in the tier II cities of the country and managed to become the most popular radio station of the country in very short period of time. Within two years of its existence it succeeded in setting up 17 stations in 17 cities of the country.
94.3 MY FM is a wholly owned company of the Bhaskar Group which also owns publications like Dainik Bhaskar and Divya Bhaskar. The Bhaskar Group which acquired 17 licenses to operate in 7 states of Madhya Pradesh, Punjab, Gujarat, Chattisgarh, Rajasthan, Maharashtra and Haryana.
The brand was decided as 94.3 MY FM ‘Dil Se’, as it is a right reflection of the one-to-one relationship with an emotional ownership of the medium with the listeners. Let’s take a look at the strategy behind its success!
MY FM took a bottoms-up approach and started functioning from the Tier II cities of the country where the Bhaskar Group already had a stronghold. It set up its first station in Jaipur and slowly expanded to 17 cities to capture the hearts of the masses. In these cities, through innovative marketing strategy, the brand managed to connect with the listeners at a personal level. It gained a good understanding of its audience and has constantly endeavored to keep a positive connection with its listeners. Keeping in mind the nature of its audience MY FM has initiated interesting and innovative activities for its audience base in smaller cities, exposing them to the wonderful and exciting world of radio entertainment.
Official website: http://www.myfmindia.com
Upendra Singh
PGDBM
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