HT Media Group CEO discusses Fever FM's 'Happening Hai' rebranding

In a recent interaction with Ramesh Menon, CEO – Audio at the HT Media Group, the rationale behind the rebranding of Fever FM Network and the introduction of the tagline "Happening Hai" was unveiled. This strategic decision, driven by the need to adapt to the ever-evolving media landscape, marks a significant step in redefining radio broadcasting for the modern era.

Acknowledging the shifting preferences of audiences, particularly the surge in digital media consumption, the HT Media Group embarked on a journey to rejuvenate the radio medium. The rebranding of Fever FM Network reflects a commitment to making radio as captivating and relevant as its digital counterparts, thereby bridging the gap between traditional and digital media platforms.

"The decision to rebrand Fever FM was motivated by a desire to adapt to the evolving times and transform into a dynamic hub for engaging content," shared Menon. With an eye on the changing landscape of media consumption and the increasing popularity of digital platforms, the group recognized the necessity to breathe new life into the radio medium.

The tagline "Happening Hai" encapsulates the essence of Fever FM's renewed identity, positioning it as the go-to destination for trendy and captivating content. Menon explained, "The brand motto is simple: if it's happening, it's on Fever FM, and if it's on Fever FM, it's happening." This rebranding exercise is strategically crafted to resonate with young consumers, acknowledging their transformed media consumption habits and making radio as compelling as their digital alternatives.

Moreover, Fever FM aims to empower listeners in shaping their own narratives through innovative engagement strategies. With initiatives like "Radio Ka Remote ab Aapke Haanth mei hai," listeners can now have control over their playlist on radio, similar to digital platforms. This shift towards user-generated content fosters a sense of community within Fever FM's audience, further enhancing listener engagement.

Looking ahead, Fever FM plans to leverage its new brand identity and tagline to differentiate itself in the competitive audio entertainment landscape in India. By introducing diverse sub-products and fostering deeper interactions with consumers through social and digital platforms, the group aims to position Fever as a cutting-edge, youth-centric content creation company.