Mirchi Mobile launches two stations

Powered by Spice Digital, the two stations, Purani Jeans and Meethi Mirchi, will be initially available on the radio channel's VAS platform across service providers such as Airtel, Idea, Vodafone and Reliance.

After extending the two popular radio stations, Meethi Mirchi and Purani Jeans on the online platform, Radio Mirchi 98.3 FM has now launched the two stations on its mobile platform. The two stations will be powered by Spice Digital and will be available on the radio channel's VAS platform, Mirchi Mobile.

While Meethi Mirchi is defined as a melody radio station, Purani Jeans plays only retro music. The two channels were inaugurated by Shafqat Amanat Ali who was also the radio jockey for a couple of hours on Meethi Mirchi.

The radio channel claims that the launch of these stations aims to enhance the Mirchi Mobile experience for subscribers by giving them more options. These stations will be available across Airtel, Idea, Vodafone and Reliance, initially. However, Mirchi Mobile is available on Docomo and MTS as well.

Recently, Radio Mirchi created a Bhojpuri radio station exclusively for the mobile platform and also created online radio stations which can be accessed through its website.

In an official communiqué, Rahul Balyan, head, digital initiatives, Radio Mirchi, says, "With the addition of dedicated radio stations of Meethi Mirchi and Purani Jeans, we are adding genre-specific options to the platform. Both these stations are designed specifically for the digital audience and are different from a traditional on-air radio product."

Radio Mirchi adds that there will be periodic programming specials within these feeds which will also offer higher engagement with the product.

Shehzad Azad, director and head, alliances, Spice Digital, says, "This, coupled with programming from the experts, is a great way to provide customers what they want. This is in line with continuous innovation in our products undertaken along with our partners to provide enhanced user experience and differentiated offering to our esteemed users."