Mirchi Dubai’s Preeti Phalke on AI radio host and radio’s bright future

In this exclusive interview, Preeti Phalke, Director of Programming, Mirchi Dubai, speaks to BF Firos, Associate Editor at Adgully, about the station’s use of AI technology for their radio presenter, AIRAH, and how it has been received by the audience and advertisers.

She also shares Mirchi’s approach to content creation and staying relevant in the UAE's competitive radio market, as well as the unique advantages that traditional FM radio stations offer compared to streaming platforms. Preeti also speaks about the role of technology in the evolution of radio and the future of the entertainment industry as a whole. She also shares the station's plans for future growth and expansion.

Preeti is sure that radio is here to stay in spite of streaming platforms. According to her, the biggest difference between radio and streaming platforms is the human touch. "Especially when people are away from home, a radio station that speaks their language can comfort them in ways unknown," Preeti says. Excerpts:

Can you tell us more about AIRAH, the world's first AI presenter on a commercial radio station? How does it work, and what inspired the creation of AIRAH?

Airah stands for Artificial Intelligence Radio Host. She is a voice clone of our radio presenter Sanchari. We are using a text-to-speech AI voice technology. The major reason for introducing Airah was our jock Sanchari went on maternity leave and it did not make sense to hire someone temporarily and for the interim.

How have the audience/ stakeholders like advertisers responded to the launch of "Mirchi on AI" and the addition of AIRAH? Have you noticed any changes in listener engagement or feedback?

Airah has managed to create a buzz and intrigue in the market for sure. Advertisers at first were unsure, but many technology-fronted or inclined companies are coming forward to advertise on the show. We are also getting rave reviews from listeners. The general lack of knowledge about AI has some listeners doubting that AI will replace real presenters. The majority has welcomed this fresh change.

The UAE is home to a very active FM radio listening community. Mirchi is known for its diverse and engaging content across languages. How does the station approach content creation, and what sets it apart from other radio stations in the UAE?

Mirchi in the UAE comes with its legacy from India. While all radio stations play popular Hindi film music, Mirchi in the UAE has the freshest jocks, and we try to focus on content relevant to the South Asian expats in the country. We are more Bollywood-centric as well.

The radio industry has faced many challenges in recent years, such as the pandemic and the rise of digital media and streaming services. How has Mirchi adapted to these changes and continued to remain relevant in today’s market?

To begin with, radio did not suffer so much during the pandemic. With the lack of new TV content, OTT still being unaffordable to many, radio was the only source of entertainment. In the UAE, jocks were live unlike in India. They were essential workers according to the government here. Programming was more focused on giving out relevant information about the situation, defying any myths around the virus and entertaining a mass away from home and locked up. It was a tough phase. But radio is always the trusted medium in times of crisis.

These are edited excerpts. For the complete interview, click here to visit Adgully’s newly-launched Middle-East website