The 24x7 internet ghazal radio station is curated by famous the ghazal duo, Roop Kumar Rathod and Sunali Rathod to appeal ghazal lovers, especially the tech-savvy generation
BestMediaInfo Bureau | Mumbai | May 27, 2016
Keeping in mind the internet savvy generation, Radio Mirchi has a special treat for young ghazal lovers. The radio broadcaster launched Mirchi Mehfil, a 24x7 internet ghazal radio station, curated by famous Ghazal duo and couple, Roop Kumar Rathod and Sunali Rathod.
Speaking about the launch, the couple said, “We are very happy to be a part of Radio Mirchi’s initiative to revive and popularise the genre of ghazal, with the help of today's technology. We are very excited to reach out to today’s youth to make them understand and appreciate good quality poetry and music.”
The Rathods have worked closely with Radio Mirchi to design the sound of the station and have even sung the station jingle. They will be hosting a weekend show too.
Rahul Balyan, Head of Digital Initiatives, Radio Mirchi, said, “Ghazal is a unique art form and Urdu is a heritage of the Indian sub-continent. We have given it a modern platform in the form of an online radio station. With this new initiative ghazals can be highly appealing to today’s Twitter generation. We aim to present it in traditional romantic appeal with a modern touch, and make it available to connoisseur of poetry and ghazals across the world. With each of our online stations we aim to create the world’s best product, and are happy to have the association of Roop Kumar and Sunali Rathod. We will continue to expand our offerings in partnership with Gaana, stay tuned.”
Designed for the mobile and tech savvy listener, the station has segments likes the ‘Urban Ghazal Dictionary,’ which will make the ghazal nuances easy to understand. The idea is to build appreciation for the genre.
Some of the younger artists in the music industry are equally excited about this launch. Mika Singh, who is known for high-pitch party music, said, “I have grown up listening to Jagjit Singh Ji and Ghulam Ali Sahab. Also, not too many people know that I sing and enjoy ghazals too. I am very excited about the Mirchi Mehfil’s launch over the internet, which will make it accessible anywhere I am.”
The broadcaster has huge plans for promotion on social media to build an online community for the genre. With this launch, Radio Mirchi has taken its online offering to 15 different genre-based radio stations on Gaana.