Radio Mirchi expands its footprints further in digital video content

Mirchi, India’s No. 1 radio station has taken big strides in the digital video business by significantly scaling its Original Content operations. Kick started last year with original web series in multiple languages launched on their YouTube channels, the company has now started licensing its original content to multiple platforms including national OTT players. On the back of the strong content created by them, their collective YouTube subscriber base has grown to over 7 million across all their channels put together, a growth of 150% over last year. This also enabled the company to work closely with brands and provide them extended audiences in multiple markets through brand integration on their shows and amplification on their wide radio network and extensive social media reach. Original content expansion is one of the pillars of Radio Mirchi’s transformational strategy for the next 5 years.

Mr Prashant Panday, MD & CEO, Radio Mirchi said “Our business derives its strength from the company’s deep understanding of and rich access to the content & talent ecosystems in Hindi and regional markets; including its many own popular RJs. Given that the next round of content viewing explosion is coming from the regional markets, we find ourselves in an exciting position to cater to this need and are already in conversations with a few big video platforms to license our upcoming multi-lingual content slate. We also have an inherent ability to market and monetise the content aggressively through our existing radio and digital assets and with our access to over 10000 brands across the country through our vast sales network, which makes us ideal partners for branded video content”.

Three new series created by Radio Mirchi, one each in Tamil, Gujarati and Marathi has been recently launched by MX player under a licensing arrangement. The company’s ability to create engaging content has been proven time and again not only through its varied radio offerings for over 18 years but also through its native content properties on multiple platforms, making it one of the most popular media brands in the country.


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