Bharti, Radio Mirchi tie up for mobile radio service
26 Apr 2010
Leading radio channel Radio Mirchi has partnered with the largest telecom operator, Bharti Airtel, to provide a mobile radio service, 'Mirchi Mobile', which will allow Airtel's customers to access Radio Mirchi's 12 regional FM stations including Hyderabad, Mumbai and Delhi.
Spice Digital is helping the alliance as the technology platform provider for the service.
"Mobile radio is going to be a good business proposition in coming months. We want to leverage it now. Radio is a very big draw among the Indian population," Radio Mirchi chief executive officer Prashant Pandey said in Mumbai today.
The radio channel is also looking at tying up with other mobile service providers in the country to expand the service network, he added.
Subscribers interested in using the service can dial 59830, with the subscription charges for a week at Rs10.
''This is the first time we are attempting this and we are upbeat about the service,'' said Airtel Mobile director marketing (mobile services) Shireesh Joshi. ''It is also for the benefit of regions where radio feeds do not reach. It has a huge market potential.''
In the initial launch phase, the service will be offered in Delhi and Mumbai, to be followed by other cities.
In March, OnMobile and ADAG's BIG FM had launched a similar service named BIG Mobile Radio.