MUMBAI: Chennai-based Sun TV Network Ltd is bringing its FM radio stations outside Tamil Nadu and Pondicherry under the Red FM umbrella brand.

The re-branding will involve 38 FM stations including 23 stations of South Asia FM Ltd, 14 stations of Kal Radio Ltd and one station of Udaya FM Pvt Limited.

This exercise, reported earlier, will take effect from 14 August in the north, east and west regions. The southern stations will move into the Red FM brand from 17 August.

Says Red FM unified brand CEO K Shanmugam, “Consolidating our radio FM business under the Red FM brand was a very strategic move by us to offer pan India audience under a single strong brand representation. This will help us unify our programming across key cities and help garner a larger share of ears. Advertisers can now reach out to a wider listener base and can capitalise from the unique Red FM programme format.”

Sun will continue with the Suryan FM brand which has seven stations spread across Tamil Nadu and Pondicherry.

“Sun has an almost monopoly presence in TV broadcasting in Tamil Nadu. This could be the reason why the Suryan brand is being kept alive,” says an analyst who tracks the Sun network.

The rebranding exercise will be comprehensive, incorporating the Red FM methodology into all the other stations in programming style, content, format and presentation. It will also include complete re-training of the staff including the RJ’s, station heads, sales and marketing teams.

As part of the marketing campaign, the company has planned a series of multi-media advertising initiatives across all cities to take the new Red FM engagement format to the listeners and advertisers. The marketing mix will include on-air, on-ground, out-door media and trade publications.

Says Red FM COO Abraham Thomas, “We are happy to extend the Red FM format of brand, content and programming across the country. Red FM will be able to replicate its unique flavour across the country which will help us win more listeners and advertisers in the coming days.”

Sun TV Network has a 48.9 per cent stake in Red FM, which operates in the three metros of Mumbai, Kolkata and Delhi. Malaysia-based Astro recently hiked its stake to 20 per cent in Sun TV’s radio subsidiary SAFL.