MUMBAI: HT Media's Fever 104 FM has joined hands with Hindi entertainment channel Sab wherein both the parties will exploit each other's platforms (radio and television) to promote their respective properties.

Under the agreement, Fever 104 FM will integrate Sab's Gunwaale Dulhaniyan Le Jaayenge with its Dhinchak Mornings.

Characters from Gunwaale... will visit the sets of Fever from 29 June to 2 July, integrating the television show with the station's content.

"We are testing waters with this show and if we get good response, we will look at more such integration opportunities," says Fever FM national marketing head Neeraj Chaturvedi.

Meanwhile, once the four-day-run of the initiative ends at Fever, Sab will telecast the same from 2-6 July at 9:30 pm. Click here to read more..