Radio Mirchi brings desi beats to listeners in UAE

Entertainment Network India Ltd has joined hands with Abu Dhabi Media Company to launch Radio Mirchi in the UAE

e4m by exchange4media Staff
Published: Feb 3, 2012 12:14 PM  | 3 min read
Radio Mirchi brings desi beats to listeners in UAE

Entertainment Network India Ltd (ENIL) has launched its FM brand Radio Mirchi in the UAE on February 1, 2012, in a tie-up with Abu Dhabi Media Company (ADMC), a leading media organisation in the Middle East.

The radio station will be heard in Dubai, Abu Dhabi and Al Ain, and will have the same content and talent mix that is available in India but packaged specifically to suit the diverse needs of the Emirates’ South Asian audience.

The business partnership between ENIL and ADMC also represents Abu Dhabi Media’s first extension into the lucrative South Asian broadcasting sector and the first ever international association for ENIL and the Radio Mirchi brand.

Radio Mirchi is the first radio station of its kind in the Emirates to offer nationwide coverage with three exclusive frequencies – 97.3 FM Abu Dhabi, 88.8 FM Dubai and northern Emirates, and 95.6 FM Al Ain.

Prashant Panday, Executive Director & CEO, Entertainment Network India Ltd, commented, “In India, we are proud to have over 40 million listeners who swear by our brand. Radio Mirchi is known as the gateway to Bollywood and our UAE launch brings the best of the brand and our unique programming innovations to the people of the Emirates. Our first foray overseas is a significant step in the evolution of the Radio Mirchi brand and a landmark event for the company, and we are happy to partner with such a well-known and reputed company like Abu Dhabi Media.”

Malcolm Wall, CEO, Abu Dhabi Media, added here, “The addition of Radio Mirchi to the Abu Dhabi Media portfolio is a significant step for the company. Through this partnership, we have introduced a new target demographic for Abu Dhabi Media that will complement our existing Arabic and English language radio brands. The south Asian community is an important audience here in the Emirates, and Radio Mirchi provides a powerful platform for brands to reach this large and rapidly growing consumer group.”

Actor Rani Mukherjee pushed the launch button, making the station go live across the UAE.

Abu Dhabi Media is a leading media organisation in the Middle East, with businesses in free and pay television, radio, publishing, digital media, games, feature films, music, digital signage, outside broadcast/ production and printing. The company manages over 20 brands such as the TV channels Abu Dhabi Al Oula, Abu Dhabi Riyadiya/AD Sports; Emarat FM and Star FM radio stations; Al Ittihad and The National newspapers; Majid and Zahrat Al Khaleej magazines; the websites, anazahra.com and admcsport.com; and subsidiaries Image Nation, LIVE and United Printing Press. Abu Dhabi Media partners with Universal Music Group and Sony Music Entertainment on Vevo, a leading all-premium music video and entertainment platform, and with National Geographic on National Geographic Abu Dhabi, the Arabic language television channel and National Geographic Al Arabiya magazine.

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