MUMBAI: Radio Mirchi announced the launch of Bhojpuri radio station as part of its Mirchi Mobile offering, which will be available through Mobile subscription on 59830.
The station has customized its tag line for the Bhojpuri audiences, to ‘ee garam ba’, adapted from â€?it’s hot’. Bhojpuri Super Star Ravi Kissan launched the service at Radio Mirchi Studios in Mumbai.
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Commenting on the launch, Radio Mirchi head of digital initiatives Rahul Balyan said, Mirchi Bhojpuri is a unique offering in the VAS space since it brings together the expertise of Radio Mirchi and the sensibilities of the Bhojpuri movie industry. With the massive penetration of mobile phones in India and the huge demand of Bhojpuri content in VAS, we feel that with this product will find great success. With the addition of this feed onto Mirchi Mobile portfolio, we hope to rapidly grow the overall subscriber base substantially since Bhojpuri content is second most popular content after Bollywood on Mobile VAS….
Ravi Kissan said, It’s a great initiative undertaken by Radio Mirchi to popularize the Bhojpuri culture, the films and its songs. This takes Bhojpuri music a step closer to the people as they can tune into it anytime by dialing 59380. I am immensely happy to introduce Radio Mirchi Bhojpuri on Mirchi Mobile to my fans and the fans of Bhojpuri film industry….
Spice Digital continues to partner the new service which will be available to Airtel subscribers initially, and will be later expanded to other Telcom operators.
Spice Digital head business development and alliances Shehzad Azad said, Seeing an increasing demand for regional services and content, we are delighted to partner with Radio Mirchi to bring authentic Bhojpuri music and other customized content closer to the mobile users. This is first of its kind dedicated Bhojpuri station that would be available 24X7 and fulfill a huge gap in availability of localized regional content across India. We have been working closely with all the major Bhojpuri music labels to monetize their content across digital platforms and this service will further enhance that opportunity….
