New Jersey-based Mirchi launches streaming App for North American audience

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New Jersey-based Radio Mirchi, launched its Mirchi Global APP March 23, 2022, at Mirage Banquets, Edison.

Among the special guests present at the event were India’s Consul General of New York Randhir Jaiswal, New Jersey Assemblyman Sterley Stanley, County Commissioner & Deputy Director Shanti Narra, Edison Mayor Sam Joshi, and Padma Shri recipient Dr. Sudhir Parikh, chairman of Parikh Worldwide Media and ITV Gold.

Mirchi was also presented Proclamations by New Jersey Assembly, Middlesex County, and Edison Township, the press release said, for providing a “convenient short-cut” for the Indian American community and those of Indian origin living in the U.S.

The Mirchi APP will allow Indian Americans to stay connected with their roots as well as for the next generation of Indian-Americans to learn about their heritage, the press release said.

The App brings 12 live FM stations from 11 cities in India including Mumbai, Delhi, Bengaluru, Kolkata, Chennai, Hyderabad (Telugu and English), Kochi, Ahmedabad, Pune, Chandigarh, and Patna. More cities will be available shortly, Mirchi said.

“The city-wide local streams provide a convenient shortcut for the expat community living in the US as the feeds have been adjusted to mirror local day parts,” according to the radio station. For example, a listener hailing from Mumbai but living in San Jose, will be able to tune in at his morning time for the Mumbai morning show and so on.

“Besides providing nostalgic value, US-based listeners get a feel of home via real-time to developments taking place in their home city in India in the areas of music, movies, traffic, the stock markets, and much more,” according to Mirchi.

The app also has an on-demand feature that includes hundreds of hours of curated “audio stories” across multiple genres.

Mirchi staples will be available on the App, such as RJ Naved’s lighthearted Murga prank calls; “The Devdutt Patnaik” mythology show; “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 the legendary Saadat Hasan Manto and voiced by top personalities like Nandita Das, Nawazuddin Siddiqui, and RJ Sayema.

Mirchi’s Country Head Prashant Gupta, noted that the Mirchi App widens Mirchi’s reach from local terrestrial radio stations in USA to an “on-demand & always on App experience”.

“Mirchi’s social media presence has been prolific with viral videos and posts, the app now formalizes this listener relationship that allows marketers and advertisers to engage with their audiences through targeted online advertising opportunities,” Gupta said.

Commenting on the launch, Vineet Jain, chairman of the company said, “The Times of India group has always explored new horizons, pushed boundaries, and innovated to provide the best news and entertainment content to its consumers. We are now bringing the full Mirchi experience to every Indian and South Asian living overseas.”

Prashant Panday, MD & CEO, ENIL is quoted saying, “Mirchi, India’s leader in radio and one of its most-loved entertainment brands, is now embarking on a digital journey with the launch of its app. We’ve been leaders in FM radio in India for more than 20 years and now we are making all our radio stations and a lot more audio content available to our listeners outside the country.”

With the change, the app offers brands and marketers across geographies the opportunity to connect with diaspora audiences in the U.S., Panday noted.