* In 15 regional languages; not limited by location or handset features
MUMBAI: â€?Mirchi Mobile’, the product designed by Radio Mirchi in association with Spice digital, which was launched for Airtel subscribers some months back, will now be available to Reliance and BSNL mobile subscribers also. Mirchi Mobile allows mobile subscribers across the country to tune in to special content created and designed by Radio Mirchi in 15 different languages by dialling a short code 59830 on their mobile phones.
â€?Mirchi Mobile’ addresses the need of people to stay connected to their hometowns by providing them entertainment in the language of their choice, and updating them on the city happenings.
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Says Rahul Balyan, Head– Digital Initiatives at Radio Mirchi, Mirchi Mobile has found great success till now, and we are happy to extend it through Spice digital to the subscribers of Reliance and BSNL mobile. This is the first time that a well established radio brand has successfully extended a product offering into the undifferentiated music space in the VAS domain. We believe that it is the strength of Radio Mirchi’s brand which makes people try the product, which is amply clear by the pace of growth of Mirchi Mobile so far in spite of the fact that such commoditized products already exist in the VAS space. There is clear value for the subscribers for Mirchi Mobile since it allows people to stay in touch with city that they may belong to or aspire for….
Shehzad Azad, Chief Content & Alliances Officer — Spice Digital, says, We are happy to take forward our partnership with Radio Mirchi to innovate the music listening experience for customers of our esteemed partners Reliance and BSNL. Being an IVR-based service available in 15 regional languages, Mirchi Mobile caters to all segments of society and is not limited either by location or handset features….
Balyan says, Mirchi Mobile has become one of the fastest growing VAS products in Airtel’s portfolio. With Mirchi Mobile now going live on Reliance and BSNL networks, this product is set to create a new category for itself in the Mobile VAS space….
This initiative has been part of the on-going digital initiatives by Radio Mirchi. Mirchi had launched a product with Vodafone called â€?Vodefone Mirchi Caller Tune’, which even won various awards for the unique innovation. Radio Mirchi was also the first and only Radio station to have launched Visual radio a few years back in association with Nokia and HP.
Radio Mirchi has also been extending some of its on-air properties onto Facebook and on its website www.radiomirchi.com. It recently conducted a live interaction with its listeners on Facebook using the one of FM Radio’s most popular characters, Sud, who was responding to his fans questions through audio responses in his characteristic style. It generated around 25000 responses. Then there was the live Video interaction of Radio Mirchi listeners with Vida Balan and Rani Mukherjee through Mirchi’s Facebook fan page www.facebook.com/mirchi983fm. Radio Mirchi has lined up many more innovations in the digital domain.
