India’s 94.3 MY FM has increased its advertising rates by 20 percent to address its current inventory crunch and inflation.

The network is owned by DB Corp and operates 17 stations across seven states in the country.

The hike is ad rates will apply to all of its stations.

It will come into effect from March 2.

The network claims that its advertisers have realised that radio is the most effective way of reaching out to the audiences and know the value of the differentiated offering it brings to the table.

Harrish M Bhatia, CEO, 94.3 MY FM said: “We enjoy undisputed leadership across all our stations and more and more advertisers want to leverage our leadership position to reach out to their target audience. Our inventory has been peaking and increase in ad rates is the only way to balance interest of both listeners and clients.”