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Sizzling start for Radio Mirchi in Ahmedabad : The Times of India
Ahmedabad will have much more than just mirchi pakoras for Christmas this year. It got the first `byte` of Radio Mirchi on Thursday at its formal launch here by Sonali Bendre of Bollywood (and now the Kya-Masti-Kya-Dhuum girl of Tellywood).
Ahmedabad will have much more than just mirchi pakoras for Christmas this year. It got the first "byte" of Radio Mirchi on Thursday at its formal launch here by Sonali Bendre of Bollywood (and now the Kya-Masti-Kya-Dhuum girl of Tellywood).
Sonali lit the lamp and went on air at the new state-of-the-art radio station at Vejalpur in the presence of Managing Director of the Bennett Coleman & Company Limited (The Times of India Group), Vineet Jain, and MD & CEO of Entertainment Network India Limited (ENIL), AP Parigi, at 91.9 FM on Thursday afternoon.
It was a hot-hot start to a coo...ool radio channel as the 110-metre high transmitter relayed Sonali's live chat and song requests over a radius of 75 km around the city. A wholly owned subsidiary of the Times of India Group, ENIL which went on air in Ahmedabad a while ago is all about "Music, masti, mazza and magic..", as Vineet Jain put it at a press conference later in the day.
The newest incarnation of the popular Times FM, Radio Mirchi is for the 19-35 somethings YUMs (read Young-Upwardly-Mobiles) - essentially for the "young at heart". And its USP is its groovily done studio interiors with bright yellow, red and green walls - the crackling of wires from a cracking up radio set painted on the reception counter and a Printed Circuit Board for the ceiling! You sure can go Ga-Ga over this radio show.
At the press conference, Parigi told mediapersons, "Unlike Times FM, which was broadcast by the AIR, this is ours from A to Z and we can go in for interactivity - take complete control of the situation." Radio Mirchi, the FM channel of ENIL is the Times Group's foray into commercial FM radio broadcast, after the government announced liberalisation of the sector and has the largest number of FM licences in the country (12 of them). According to Parigi, it is also the only company to have licences for all the four metro cities, which could bring in good advertisement revenues. The 18 hours of Mirchi-masala will be packed with Bollywood shows, news you can use, contests, request shows, local and western music shows and news and views that will appeal to the Amdavadi right across the banks and length of the Sabarmati.
The first station of Radio Mirchi went on air on October 4 at Indore. And Ahmedabad, the business capital of Gujarat, is ENIL's second venture. This will also be Gujarat's first private FM station with a 100 per cent live programming. And Parigi likes to call Radio a "recession-proof business". The next launch is planned at Pune, he revealed, and it would be destination Mumbai in the next year.
The newest incarnation of the popular Times FM, Radio Mirchi is for the 19-35 somethings YUMs (read Young-Upwardly-Mobiles) - essentially for the "young at heart". And its USP is its groovily done studio interiors with bright yellow, red and green walls - the crackling of wires from a cracking up radio set painted on the reception counter and a Printed Circuit Board for the ceiling! You sure can go Ga-Ga over this radio show.
At the press conference, Parigi told mediapersons, "Unlike Times FM, which was broadcast by the AIR, this is ours from A to Z and we can go in for interactivity - take complete control of the situation." Radio Mirchi, the FM channel of ENIL is the Times Group's foray into commercial FM radio broadcast, after the government announced liberalisation of the sector and has the largest number of FM licences in the country (12 of them). According to Parigi, it is also the only company to have licences for all the four metro cities, which could bring in good advertisement revenues. The 18 hours of Mirchi-masala will be packed with Bollywood shows, news you can use, contests, request shows, local and western music shows and news and views that will appeal to the Amdavadi right across the banks and length of the Sabarmati.
The first station of Radio Mirchi went on air on October 4 at Indore. And Ahmedabad, the business capital of Gujarat, is ENIL's second venture. This will also be Gujarat's first private FM station with a 100 per cent live programming. And Parigi likes to call Radio a "recession-proof business". The next launch is planned at Pune, he revealed, and it would be destination Mumbai in the next year.