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Radio Mirchi 98.3 FM's Meethi Mirchi and Purani Jeans goes live on mobile VAS

Posted by Adgully Bureau | on November 8, 2012
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Radio Mirchi 98.3 FM has launched two new radio stations Meethi Mirchi, country’s first melody radio station and Purani Jeans, the retro music channel on its VAS platform Mirchi Mobile today. Inaugurated by renowned singer Shafqat Amanat Ali, the new stations have been launched with an objective of enhancing the Mirchi Mobile experience for subscribers by giving them more options.  These stations are powered by Spice Digital and will be available across Airtel, Idea, Vodafone, Reliance and soon will be extended to other Telcos also.

Radio Mirchi has been at the forefront of adopting digital platforms and has launched Mirchi Mobile on VAS, created a Bhojpuri radio station exclusively for Mobile Platform, created online radio stations which can be accessed through www.radiomirchi.com and are powered by www.gaana.com.  Through its latest offerings of Meethi Mirchi and Purani Jeans on Mirchi Mobile, listeners will now be able to tune into their favourite genres of melodious songs and retro hits throughout the day. Listeners would be required to dial a short code 59830 on Mirchi Mobile to listen to the station of their choice.

Pakistani singer, Shafqat Amanat Ali the melodious voice of Bollywood, became an RJ on Meethi Mirchi as part of the launch of these radio stations. Talking about the initiative he said, “I love melodious & retro Hindi songs. It’s great to see two stations dedicated to my Kind of Music; I am totally hooked on to them. I am happy to be part of this initiative by Radio Mirchi for the music aficionado everywhere”.

Announcing the stations, Rahul Balyan, Head of Digital Initiatives, Radio Mirchi said, “Radio Mirchi has pioneered the live radio experience on VAS platform though the Mirchi Mobile product, which can be enjoyed even without access through the internet by just dialling into 59830 as a voice call. With the addition of dedicated radio stations of Meethi Mirchi and Purani Jeans we are adding genre specific options to the 59830 platform. Both these stations are designed specifically for the digital audience and are different than a traditional on-air Radio product. We will be doing periodic programming specials inside these feeds which will offer higher engagement with the product too. We will continue to add more interesting offerings to the 59830 subscribers to offer them more value.”

“Addition of the two dedicated stations of Meethi Mirchi and Purani Jeans giving genre specific playlist kind of experience, coupled with programming from the experts, is a great way of providing customers of what they want” added Shehzad Azad, Director & Head of Alliances at Spice Digital. He further added, “This is in line with continuous innovation in our products undertaken along with our partners to provide enhanced user experience and differentiated experience to our esteemed users”

Mirchi Mobile service is powered by Spice Digital. This service offers radio entertainment in 15 different flavours. Subscribers of Airtel, Idea, Vodafone, Reliance, Docomo, and MTS have to dial 59830 from their phone to subscribe to this service and then choose their station of their choice.

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