Radio Mirchi starts licensing original content to multiple platforms  

The company’s collective YouTube subscriber base has grown to over 7 million, a 150% growth from last year

e4m by exchange4media Staff
Updated: Jul 23, 2019 5:27 PM
radio mirchi

Radio Mirchi has started licensing its original content to multiple platforms, including national OTT players. 

According to the company, their collective YouTube subscriber base has grown to over 7 million across all their channels, a 150 per cent growth 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.

Prashant Panday, MD and CEO, Radio Mirchi, was quoted as saying: “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 have been recently launched by MX player under a licensing arrangement.

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