SFM, the radio venture promoted by Chennai based Sun TV Network, will undergo a name change and will be called Red FM from 14 August, 2009.

A statement released by Red FM said that as per the deal between the two parties, 38 FM stations of SFM operating under different brands will now be re-named Red FM. With 23 stations of South Asia FM (SAF), 14 stations of KAL Radio and one station of Udaya FM, including the three existing Red FM stations in Mumbai, Delhi and Kolkata, the brand Red FM along with brand Suryan FM in Tamilnadu and Pondicherry.

As per the sources, SFM has received an approval from the Information and Broadcast Ministry and it has completed all the formalities for re-branding the station.

Confirming the development, K Shanmugam, CEO of the unified brand Red FM said: "Consolidating our radio FM business under the successful 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."

With this, Red FM will have a footprint across 16 states reaching to over 20 million radio audience.

All the re-branded stations will incorporate Red FM's theme and the tagline of 'Red FM, Bajate raho'.

The radio company has also planned a series of multi-media advertising campaign including on-air, on-ground and outdoor mediums along with trade publications.