Radio Mirchi launches a Bhojpuri radio station on Mobile

Bhojpuri actor Ravi Kissan launches this new service in an event at the Mirchi Studios in Mumbai.

BestMediaInfo Bureau | Delhi | June 17, 2011

Radio Mirchi announced the launch of a Bhojpuri radio station today which will be available a through Mobile subscription on 59830. Everything about this product has been customized for the Bhojpuri audiences, including the tag line 'ee garam ba', adapted from 'it's hot' positioning of Radio Mirchi. This product will be available as part of the Mirchi Mobile offering. Spice Digital which has been powering Mirchi Mobile over the last year is the partner for this offering as well. The Mirchi Bhojpuri feed will be available to subscribers of Airtel initially, and will be expanded to other Telcos soon

The launch was done by Bhojpuri Super Star Ravi Kissan at an event at the Radio Mirchi Studios in Mumbai. Praising Radio Mirchi's efforts in bringing the rich and varied culture to the masses through its 'Mirchi Bhojpuri' initiative, Ravi Kissan said “It's a great and commendable initiative undertaken by Radio Mirchi to popularize the Bhojpuri culture, the films and its songs. This takes Bhojpuri music a step closer to the people as they can tune into it anytime by dialing 59380. I am immensely happy to introduce Radio Mirchi Bhojpuri on Mirchi Mobile to my fans and the fans of Bhojpuri film industry”.

The superstar also brought an authentic Bhojpuri flavour on the Mirchi airwaves as he recited some of his famous dialogues and sang popular Bhojpuri numbers, much to the entertainment of the listeners.

Commenting on the launch, Rahul Balyan, Head of Digital Initiatives at Radio Mirchi said, “Mirchi Bhojpuri is a unique offering in the VAS space since it brings together the expertise of Radio Mirchi and the sensibilities of the Bhojpuri movie industry. With the massive penetration of mobile phones in India and the huge demand of Bhojpuri content in VAS, we feel that with this product will find great success. We have taken a lot of effort to create an authentic experience for the Bhojpuri Audiences and we are even creating this feed out of Patna so that we keep abreast with the Bhojpuri community. With the addition of this feed onto Mirchi Mobile portfolio, we hope to rapidly grow the overall subscriber base substantially since Bhojpuri content is second most popular content after Bollywood on Mobile VAS. We are really grateful to Ravi Kissan, the icon of the Bhojpuri industry, for his support for Mirchi Bhojpuri.”

Shehzad Azad, Head Business Development and Alliances, Spice Digital also said, “Seeing an increasing demand for regional services and content, we are delighted to partner with Radio Mirchi to bring authentic Bhojpuri music and other customized content closer to the mobile users. This is first of its kind dedicated Bhojpuri station that would be available 24X7 and fulfill a huge gap in availability of localized regional content across India. Over the years we have been working closely with mobile operators/ content partners to bring newer services to the discerning mobile users and I am sure Bhojpuri station will be another benchmark service in the mobile VAS space. We have been working closely with all the major Bhojpuri music labels to monetize their content across digital platforms and this service will further enhance that opportunity”.

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