MY FM Expands Into Ambala And Panipat On Its Urban Bharat Push
MY FM will launch stations in Ambala and Panipat over the next couple of weeks, extending the radio network's presence across emerging urban markets in Haryana.
- Network: MY FM, the radio division of the Dainik Bhaskar Group
- New markets: Ambala and Panipat
- Timing: over the next couple of weeks
- Announced by: Rohit Mehrotra, national head, brand, MY FM, in a LinkedIn post
- First up: 106 MY FM Ambala, going live shortly
What MY FM Is Betting On
Urban Bharat, which the network describes as the country's next major growth engine. The strategy is to deepen regional presence by delivering locally relevant content and building engagement with audiences outside the metros, in markets where a genuinely local station has no direct equivalent.
Rohit Mehrotra, national head for brand at MY FM, was blunt about the sequencing in his announcement, saying the network is not waiting for the market to be ready and is building it instead. He framed the launches around creating a genuine local voice for these towns rather than extending metro programming into them.
Why Advertisers Should Care About Ambala And Panipat
Because these are exactly the markets where national media buys currently leak. Consumption in tier two and tier three towns has grown faster than the media infrastructure serving them, so advertisers wanting to reach those consumers have often had to buy them incidentally, through spill from larger stations or through digital targeting that lacks local context.
A station with local programming changes the arithmetic. It gives brands a way to reach these audiences in their own idiom, and it gives local advertisers a medium priced for their scale. 106 MY FM Ambala is set to go live soon, marking another step in an expansion that the network has run steadily rather than in a single burst. For a radio business, adding transmitters in growth towns is one of the few remaining ways to add genuinely new listeners rather than redistributing existing ones. More industry news.
Advertisement
