Radio Mirchi in strategic pact with Bharti Airtel to extend reach

Bharti Airtel has launched Mirchi Mobile in partnership with Radio Mirchi. Airtel mobile customers can now choose to follow Radio Mirchi station from anywhere in India and can choose from 12 Radio Mirchi stations. To subscribe, they simply have to dial a particular number to listen to up to 100 minutes of Radio Mirchi content for Rs 10 per week. Through this initiative, every handset, even those without an FM receiver, can access Radio Mirchi content streamed through Airtel network. Mirchi Mobile will be initially available to Airtel customers in Delhi and Mumbai, to be shortly followed by the rest of the country.

e4m by exchange4media Mumbai Bureau
Published: Apr 27, 2010 9:39 AM  | 2 min read
Radio Mirchi in strategic pact with Bharti Airtel to extend reach

Bharti Airtel has launched Mirchi Mobile in partnership with Radio Mirchi. Airtel mobile customers can now choose to follow Radio Mirchi station from anywhere in India and can choose from 12 Radio Mirchi stations. To subscribe, they simply have to dial a particular number to listen to up to 100 minutes of Radio Mirchi content for Rs 10 per week. Through this initiative, every handset, even those without an FM receiver, can access Radio Mirchi content streamed through Airtel network. Mirchi Mobile will be initially available to Airtel customers in Delhi and Mumbai, to be shortly followed by the rest of the country.

Shireesh Joshi, Director - Marketing, Mobile Services, Bharti Airtel, said, “Airtel is committed to continue delivering innovative offerings that enhance our customer’s experience on their mobile phones. Today, we are happy to partner with Radio Mirchi to innovate the radio listening experience for our customers – enabling them to carry their favourite radio experience wherever they go to any part of the country. Not limited by location or by handset features, Mirchi Mobile on Airtel offers a unique experience – only for Airtel customers.”

Nandan Srinath, Head of Mobility Initiatives, Times Group, said, “Mirchi Mobile is a fantastic new avatar of Radio Mirchi; the brand has always been at the forefront of change and new technology and continues to be the No. 1 brand in the radio space nationally. This new service will allow Mirchi to be available more widely, in new formats and to more listeners than ever before. We are proud to partner with Airtel in this venture.”

The service is powered by Spice Digital, a market leader in the deployment of Music-On-Demand services for Indian and international operators and has now added Mobile Streaming in its product portfolio.

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