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Radio Mirchi launches two stations on mobile platform

Meethi Mirchi, the country’s first melody radio station, and Purani Jeans, a retro music channel, are available by dialing the short code 59830 on Mirchi Mobile

BestMediaInfo Bureau | Delhi | November 7, 2012

Radio Mirchi 98.3 FM, in a first-ever initiative, yesterday launched two radio stations – Meethi Mirchi, the country’s first melody radio station, and Purani Jeans, a retro music channel – on its VAS platform Mirchi Mobile. Inaugurated by renowned singer Shafqat Amanat Ali, the new stations have been launched with an objective of enhancing the Mirchi Mobile experience for subscribers by giving them more options. These stations are powered by Spice Digital and will be available across Airtel, Idea, Vodafone, Reliance and soon will be extended to other telcos also.

Radio Mirchi has been at the forefront of adopting digital platforms. It has launched Mirchi Mobile on VAS, created a Bhojpuri radio station exclusively for the mobile platform, created online radio stations which can be accessed through and are powered by

Through its latest offerings of Meethi Mirchi and Purani Jeans on Mirchi Mobile, listeners will now be able to tune in to their favourite genres of melodious songs and retro hits throughout the day. Listeners would be required to dial a short code 59830 on Mirchi Mobile to listen to the station of their choice.

Pakistani singer Shafqat Amanat Ali became an RJ on Meethi Mirchi as part of the launch of these radio stations. Talking about the initiative, he said, “I love melodious and retro Hindi songs. It’s great to see two stations dedicated to my kind of music; I am totally hooked on to them. I am happy to be part of this initiative by Radio Mirchi for the music aficionado everywhere.”

Announcing the stations, Rahul Balyan, Head of Digital Initiatives, Radio Mirchi, said, “Radio Mirchi has pioneered the live radio experience on VAS platform though the Mirchi Mobile product, which can be enjoyed even without access through the Internet by just dialling 59830 as a voice call. With the addition of dedicated radio stations Meethi Mirchi and Purani Jeans we are adding genre specific options to the 59830 platform. Both these stations are designed specifically for the digital audience and are different than a traditional on-air radio product. We will be doing periodic programming specials inside these feeds which will offer higher engagement with the product too. We will continue to add more interesting offerings to the 59830 subscribers to offer them more value.”

“Addition of the two dedicated stations of Meethi Mirchi and Purani Jeans giving genre specific playlist kind of experience, coupled with programming from the experts, is a great way of providing customers of what they want,” added Shehzad Azad, Director & Head of Alliances at Spice Digital. “This is in line with continuous innovation in our products undertaken along with our partners to provide enhanced user experience and differentiated experience to our esteemed users.”

Mirchi Mobile offers radio entertainment in 15 different flavours. Subscribers of Airtel, Idea, Vodafone, Reliance, Docomo, and MTS have to dial 59830 from their phone to subscribe to this service and then choose their station of their choice.

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