MUMBAI: Further strengthening its position as a leading media company, HT Media Ltd today announced the official launch of a FM radio station in Delhi under the brand name Fever 104 FM in collaboration with Virgin Radio.

The Delhi station would be followed by launch in Mumbai, Bangalore and Kolkata (need not necessarily in that order).

Commenting on the launch, business head S. Keerthivasan said in a statement, "Our brand, our focus on quality, and our people will be our key competitive advantages in an increasingly cluttered and undifferentiated radio market place."

He added that the station reflects the "evolving tastes of discerning, urban Indians" who are comfortable with both Hindi and English and seek a good music experience more than anything else from their radio.

"To give the consumer a radio experience comparable with anywhere in the world, Fever 104 has invested in, and ensured through our tie-up with Virgin, the best quality infrastructure and a highly competent and experienced talent pool," Keerthivasan said.

According to an official release, Fever 104 FM is an adult contemporary music station that targets consumers in the age group of 15-39 years and offers them a format radio experience.

The tag line for Fever 104 FM highlights the philosophy of the radio station: more music, less talk.

The four-ad launch campaign, developed by Lowe Lintas, projects the brand imagery for Fever 104 FM as one that is contemporary, youthful and innovative.

Virgin Radio, the programming partner for Fever, has its presence in variious markets, including Bangkok, South Africa, London, Paris and Malaysia.

Fever's parent HT Media's flagship brand is the English daily Hindustan Times. The company also owns Hindi daily Hindustan.

Apart from the newspapers, the media house owns Hindi magazines Nandan and Kadambini and the company is now looking at launching a business paper.