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Radio Mirchi's innovation last year on the mobile platform ' Mirchi Mobile, has been awarded the "Best new media initiative award' at the India Radio Forum Awards 2011. Mirchi Mobile was launched last year with the objective of extending the Mirchi brand to the large and ever growing mobile subscriber base in the country. The product has been fairly successful both from a brand and commercial stand point over the last one year and is currently operational across multiple telecom operators. The success of the product reinforces yet again the power of brand Mirchi and the quality of programming delivered by the teams across its cities. The product was initially launched on Airtel and has been powered by Spice Digital, industry leaders in the music streaming business in VAS space.
Reacting to this award Rahul Balyan, Head-Digital initiatives said ' "It feels great to get this recognition for "Mirchi Mobile', which is our brand extension in the VAS space. Through this special product, Radio Mirchi brand has reached many new audiences in every part of India. Just by Dialing in 59830, people are able to stay in touch with their cities even as they migrate to other cities, listen to entertainment in their mother tongue, or even get a flavor of bigger cities that they aspire for. There are many people at Radio Mirchi and Spice digital who are behind the success of this product, and it is only because of their hard work that we have been able to make this into such a success.'
Shehzad Azad, Head - Business Development & Alliances at Spice Digital expressed his delight ' "It's a great moment, as this award is a testimony to our continuous endeavor of understanding our customers better and fulfill the existing gaps in the mobile VAS space. Mirchi Mobile service resonates our vision of "serving the underserved" as we have been able to take entertainment to the remotest part of the country. At Spice, we believe in constantly creating fresh and innovative platforms to make the services more exciting for our customers, besides creating a richer user experience. This award is great encouragement for us and our partners and will inspire us to bring more such services in the near future.