New Jersey – Entertainment Network India Limited, the company that operates the Mirchi brand in the United States, has announced the launch of its streaming app.
The app is available on Apple and Android smartphones as well as Android Auto and Apple Car gaming systems. More countries will be added soon, the company said.
Mirchi app brings 12 live FM stations from 11 cities in India including Mumbai, Delhi, Bengaluru, Kolkata, Chennai, Hyderabad (Telugu & English), Kochi, Ahmedabad, Pune, Chandigarh and Patna. Other cities will be available shortly.
City-wide local feeds are a handy shortcut for the expat community living in the US, as the feeds have been adjusted to reflect local daytime slices. For example, a listener from Mumbai but living in San Jose will be able to tune in at their morning time for the Mumbai morning show, etc. In addition to providing nostalgic value, US-based listeners feel at home in real time with developments taking place in their hometown of India in music, movies, traffic, stock markets, and more.
The app also has an on-demand feature that includes hundreds of hours of “audio stories” curated across multiple genres. Mirchi staples like RJ Naved’s playful Murga joke calls; Mythology show “The Devdutt Patnaik”; “The Bhatt Show” hosted by Mahesh and Pooja Bhatt; Kareena Kapoor Khan’s “What Women Want” interview series with top Bollywood celebrities and “Manto” written by legendary Saadat Hasan Manto and voiced by big names like Nandita Das, Nawazuddin Siddiqui and RJ Sayema will be available on the app.
The Mirchi app expands Mirchi’s reach from local terrestrial radio stations in the United States to an “on-demand, always-on-app experience.” Mirchi’s social media presence has been prolific with videos and viral posts, the app now formalizes this listening relationship which allows marketers and advertisers to engage with their audience through opportunities targeted online advertising.
Commenting on the launch, Mr. Vineet Jain, Chairman of the company, said, “Times of India Group has always explored new horizons, pushed boundaries and innovated to deliver the best news and entertainment content to its consumers. We now offer the complete Mirchi experience to all Indians and South Asians living abroad. With the launch of this app, we are further solidifying our position as a multi-content, multi-format, multi-language music and entertainment brand for desis everywhere.
Prashant Panday, MD and CEO, ENIL said, “Mirchi, India’s leading radio company and one of its most beloved entertainment brands, is now embarking on a digital journey with the launch of its app. We have been the leaders in FM radio in India for over 20 years and we are now making all our radio stations and much more audio content available to our listeners outside the country. The app offers brands and marketers from all geographies the ability to connect with diaspora audiences in the United States. »
The Mirchi app can be downloaded from MirchiUSA