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Original content expansion in Radio Mirchi’s transformational strategy

The company is aiming at licensing its original content to multiple platforms, including OTT players

Kick-started last year with original web series in multiple languages on their YouTube channels, Radio Mirchi is aiming at licensing its original content to multiple platforms, including OTT players.

Original content expansion is one of the pillars of Radio Mirchi’s transformational strategy for the next five years, the FM station said in a press statement.


Beginning with a licensing arrangement with its sister company MX Player, Radio Mirchi launched its three new series, one each in Tamil, Gujarati and Marathi, on the OTT platform.

Prashant Panday

Prashant Panday, MD and CEO, Radio Mirchi, said, “Our business derives its strength from the company’s deep understanding of and rich access to the content and talent ecosystems in Hindi and regional markets; including its 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 10,000 brands across the country through our vast sales network, which makes us ideal partners for branded video content.”



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