Radio Mirchi has joined hands with Delhi International Airport (P) Limited (DIAL) for setting up a 24x7 custom-produced airport radio. Radio Mirchi and DIAL have launched MIRCHI T3; co-curated by Radio Mirchi and the music trio-Shankar, Ehsaan & Loy. MIRCHI T3 is India’s first airport radio that will transform and enhance and travel experience of passengers at T3 IGI Airport.
When asked Prashant Pandey, CEO and MD, ENIL, in a scenario where travellers carry their customised playlist, does he think Mirchi T3 will not get proper attention, he said, “It will definitely attract listeners because if you have noticed the behaviour of the people at the Airport about listening to music on their mobile phones, because they are busy as they are about to board their flights , and they check their email, facebook etc by using internet on their mobile phones before boarding their planes, on the plane they may be listening to music on their mobile phones, but at the airport they are not listening to music, so if music is playing at the background that is a value addition to them.”
The music station has done their sound testing and the music will be ambient without disturbing to the travellers.
Sharing about the leverage Mirchi will get out of it, he said, “We always look at exposing the entertainment content especially in terms of audio. T3 is very important place for us because it alone handles around 30 million people and all these audiences are upscale audiences travelling from biggest cities around the country.”
He also added, “I feel this is very interesting opportunity for brand Radio Mirchi.”
The brand may expand this service to T1 in few months given the technical and equipment availability. The group is not looking for mass advertisers and stick to very limited and premium advertisers. Pandey said, “We will run empty bit will not run with Rifraf.”