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Mirchi launches its app in the USA, Qatar, Bahrain, & UAE

The app will enable Indian and South Asian listeners from these regions to enjoy the shows from 11 cities Live, along with hours of audio stories, on the go

Private radio network, Radio Mirchi has launched the Mirchi app on Apple, Android smartphones as well as on Android Auto and Apple Car play systems for listeners across the USA, UAE, Qatar and Bahrain.

The app has been launched to cater to the Indian and South Asian listeners across these regions. The company further stated that more countries will be added soon. 

The Mirchi app brings 12 live FM stations from 11 cities in India – Mumbai, Delhi, Bengaluru, Kolkata, Chennai, Hyderabad, Kochi, Ahmedabad, Pune, Chandigarh, and Patna. The company plans to add more cities shortly.

The company said, “For someone from these cities living outside the country, wanting to consume content in their language, the app offers a convenient ‘shortcut’. The stations are ‘time-shifted’ to adjust for differences in time zones. A listener in New York will be able to listen to Mirchi Mumbai’s breakfast show at her NY breakfast time, while a listener in California will be able to listen to the same breakfast show at the California time. Ditto for listeners in the Middle East. Listeners will now be able to listen in real-time to developments taking place in their home city in India in the areas of music, movies, traffic, the stock markets, and much more.”

The app also offers hours of curated ‘audio stories’ in different genres like drama, comedy, romance, motivational, mystery, culture, thriller, and many more. Additionally, some of Mirchi’s content like RJ Naved’s lighthearted ‘Murga prank calls’, “The Devdutt Patnaik” mythology show, “The Bhatt Show” hosted by Mahesh and Pooja Bhatt on Bollywood controversies, Kareena Kapoor Khan’s “What Women Want” interview series with Bollywood celebrities and “Manto” written by the legendary Saadat Hasan Manto and voiced by personalities like Nandita Das, Nawazuddin Siddiqui, and RJ Sayema will be available on the app.

The Mirchi App widens Mirchi’s reach from only local terrestrial radio stations in these countries to an “always on App experience” with content available on tap. The app allows marketers and advertisers to engage with their audiences through targeted online advertising opportunities via a multitude of genres and formats.

Vineet Jain, Chairman of the company, said, “The Times of India group has always explored new horizons, pushed boundaries, and innovated to provide the best news and entertainment content to its consumers. We are now bringing the full Mirchi experience to every Indian and South Asian living overseas. With the launch of this app, we further cement our position as a multi-content, multi-format, and multi-lingual music and entertainment brand for Indians everywhere."

Prashant Panday, MD and CEO, ENIL, said, “Mirchi, India’s leader in radio and one of its most-loved entertainment brands, is now embarking on a digital journey with the launch of its app. We’ve been leaders in FM radio in India for more than 20 years and now we are making all our radio stations and a lot more audio content available to our listeners outside the country. The app offers brands and marketers across geographies the opportunity to connect with wealthy NRI audiences in the USA, Qatar, Bahrain, and UAE.”

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