93.5 RED FM, India’s most awarded private FM radio station, has decided to increase the Fixed Commercial Time (FCT) rates by 20 per cent with effect from July 1.

The move, by the country’s largest private radio network, comes after factoring-in the high demand of inventory in metro markets and key cities.

The decision comes months after another large radio network BIG FM, which operates in 45 cities, and the seven-station Radio One also hiked rates.

Commenting on the decision, Nisha Narayanan, COO, RED FM said: “There is an inventory crunch in most of the developed and emerging markets and that has made the rate increase inevitable for us.  A strong brand backed by an efficient sales force has helped these markets to show better than average market growth in volumes whereas the value share needs to improve. “

Adding to the rationale, Minal Sharma, National Sales Head, Red FM said: “As a media company, our services go far beyond radio and we are today offering 360 degree solutions for our clients. Our advertisers understand the value proposition we offer and we are hopeful that they will continue to support us.”