Future Media geared up to extend to Future Radio

Noor Fathima Warsia
December 26 2007
Future Media has decided to have a more direct
presence in the radio medium.Even as no official
comments were available at the time of filing the
report, it is understood that Future Media is in
the process of identifying a model, which would
form the premise of Future Radio.
Future Media has floated different models and has
invited entities in the radio space like stations,
content providers and so on, to bid for the model.
The bidding process ends in the first week of
January 2008. The outcome might see Future Media
getting into a joint content deal or joint selling
deal, based on the results of the bidding process.
Sources familiar with the situation even informed
that post the bidding a decision would be taken
on whether Future Radio would be a co-branded
initiative or a completely Future branded deal.
In the present state, Future Media has a few
tie-ups in the radio space. For instance, Big FM
is its partner in Big Bazaar, while Red FM is its
partner in Pantaloons. These are advertising tie-ups.
The objective for having a radio channel in malls
like Future Group properties like Big Bazaar and
Pantaloons or its acquired media spaces, is largely
due to the fact that the stations played are
exclusive and hence, can claim captive audience in
these malls.
Future Media already has a presence of this kind
in the television space with Future TV. The company
has the option to change the content that is
played in its various platforms, depending on the
ambience and other similar factors. Sources informed
that even in the case of radio, a change in content
could be expected depending on the outlet.

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