NEW DELHI: Fever 104 FM, a collaboration of HT Media and Virgin Radio has launched its first ever television commercial, based on the theme, �It's all about the music'.

The TVC went on air on all general entertainment channels and music channels like MTV and Channel V from Friday night.

Fever 104 FM national head – marketing and promotions Gowri Satyamoorthy Kapre said, In the first round of bidding, we had licenses for four stations and we launched our Kolkata station in the recent past. So, over all after a year of operation we were able to launch our stations in the four key markets of the country. We felt that now is the time to consolidate Fever 104 FM's presence in each market because in each, Fever now has its own set of listeners. We also felt that this is the time for us to take the brand to the next level and build an over all salience around the brand....

Created by Lowe Burnett, Delhi the campaign will be further promoted through print medium like Hindustan Times and out of home media.

When asked whether this is a re-launch of the FM station; Kapre answered, It's not really a re-launch because we are not saying anything new to the listeners. The Fever brand has always been about, �It's all about the music' and even with this campaign, we are emphasising the same....

The radio station is currently present in four markets including Mumbai, Kolkata, Delhi and Bangalore where the Radio Audience Measurement (RAM) plays an active role.

Kapre explained, RAM certainly helps since it's an independent quantitative study. It does help us in giving us a regular understanding of the listener's behaviour, how the station is performing with different set of audiences as well as gives us a chance to measure the impact of any particular activity. RAM gives us these results for both Fever and its competitors. Therefore, it gives us a complete picture of how the private radio industry is behaving. Additionally, it also helps in driving radio as a medium for advertisers. Through RAM ratings, advertisers can figure out which radio station stands where and hence selling of ad spots remains a clean deal. So, it works both ways for us as a station and also with advertisers in case of media buying and selling....

RAM has thrown up a few surprises vis a vis the result of ILTS. For example, before RAM came in, every other station claimed to be at the number one spot. All those myths are gone now. But by and large, there is a consistency with RAM ratings..., added Kapre.

The radio station is known for its popular contests like �I love Fever', the kind of initiatives the radio station will continue as part of its game plan. Kapre elaborated, Fever has been activated both on air and off air in all the markets. Fever always had one or the other promotional activity running all around the month. We have always concentrated on innovative content whether it's radio jockeys taking up new issues or new contests. We will continue to drive this mantra and a lot of them will be supported off air wherever required....