FM radio broadcaster Mirchi 98.3 recently started operations in Srinagar, the 52nd station in Mirchi’s network. Srinagar was part of the cities Mirchi successfully bid for in the first batch of the Phase 3 FM auctions. Besides the music that plays on air, Mirchi is also known for providing entertaining content to its listeners, from Bollywood news to comedy.
Mirchi Srinagar’s local content will have the unique positioning ‘Assiv ti lassiv’, which is a Kashmiri phrase that may be loosely translated to mean “smile and prosper”. This line is derived from a local saying ‘Asse nai ti lasse kati’ or “How shall I prosper If I don’t smile”, which is something that resonates with the people of Kashmir and is widely used in local parlance.
The music on the station will be a mix of Bollywood and Punjabi with selected independent pop numbers.
Commenting on the occasion, Prashant Panday, MD & CEO, Mirchi 98.3 said “This is a truly happy occasion for all of us at Mirchi. We have been waiting to start operations in Srinagar for a long time. The local team is charged and raring to go. We hope to be able to provide content that is entertaining and fun and spreads ‘khushi’ among our listeners in Srinagar.”