MUMBAI: Kolkata is the fourth station from the Fever stable to launch after Delhi, Mumbai and Bangalore.

Says business head S Keerthivasan, "The FM radio space in India is showing tremendous promise. I am very happy with the progress that Fever 104 FM has made. Virgin and HT Media have worked together successfully to create a differentiated and compelling brand and business in Fever 104 FM. With the launch of Kolkata operations we have completed the first phase of implementation of radio operations in the four metros."

The programming mix and content of the Kolkata station has been customised to suit the local palate. The formula of 40 minutes of non stop music is also being extended to Kolkata, according to the Kolkata station head Alok Kumar Singh. "Kolkata has a strong affinity with Bangla as a language and Bangla music. Keeping this in mind, we have deliberately ensured that Bangla is woven into our programming and RJ talk. I am quite confident that the content will connect very well with the listeners."