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Radio Mirchi launches its new sound as it turns two in Bangalore

16-May-2008
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Radio Mirchi launches its new sound as it turns two in Bangalore

In the last two years, Bangalore has witnessed a plethora of changes – be it the journey from Bangalore to Bengaluru, start of the Metro project and, most importantly, the revival of Sandalwood music. Capturing this spirit of change and the international face of Bengaluru, Radio Mirchi will hit the airwaves with a new, refreshing and addictive sound as part of its second anniversary.

Speaking on the introduction of the new sound, Rahul Balyan, Cluster Business Head, Karnataka & Kerala, Radio Mirchi, said, “It’s been an enjoyable journey for us in Mirchi and we are proud to be a part of every Kannadiga’s life today. When we decided to become a station with 100 per cent Kannada content, there was some apprehension since the popular perception was that Bengaluru preferred Bollywood. However, we persisted with what our research suggested and today, we enjoy phenomenal leads in listenership share. In Mirchi, we closely listen to what our listeners want and we felt that Mirchi’s 2nd birthday was a good occasion to re-invent ourselves. The new sound of the station is younger, hipper and very contemporary in its appeal.”

Jimmy Xavier, Cluster Programming Head, Karnataka & Kerala, Radio Mirchi, added, “Sandalwood music is seeing a revival with many influencesm which is reflected in some of today’s hit music. Recognising this changing soundscape of Kannada music, we decided to change the new sound of Mirchi with influences from hip-hop, rock and pop. We have also incorporated various changes in each of our shows that we hope will be liked by our listeners.”

Radio Mirchi had many memorable moments in the year gone by – events like The Mirchi Taj, which will soon have its place in Limca Book of Records; a ‘Cow Fashion Show’ that had Bangaloreans in splits asking for more; the launch of ‘Hi Bangalore’ with Pori Tapori Rachna; the introduction of early morning band ‘Munjaney Raaga’, a show which highlights healthy living with thoughts from Sri Sri Ravi Shankar.

As a result of such innovations, Radio Mirchi is the number one radio station of Bengaluru, as reported by Radio Audience Measurement (RAM) research reports from TAM Media Research.

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