"We want to bring the entire gamut of ENL's and Radio Mirchi's services here, including the Mirchi Music Awards or something similar, internet radio programming, mobile applications and other services that appeal to the demographic of South Asians residing in this market." Speaking at the launch, Prashant Panday, CEO of Entertainment Network (India) Limited, which owns Radio Mirchi, said: "Our association with ADM started one year ago, and won't just end with the long-term goal in making our brand the number one Hindi radio station in the market. The Hindi-language station is being touted as the only radio channel that will be heard with complete clarity across all of UAE, streaming across three frequencies: 97.3FM in Abu Dhabi, 88.8FM in Dubai and the Northern Emirates and 95.6FM in Al Ain. The Hindi-language station will stream from the capital, in a "six-figure" tie-up with Abu Dhabi Media, according to Sandeep Sud, Head of Radio Mirchi UAE.įlying down especially for the launch was Bollywood star Rani Mukherjee, fresh from her current win as Best Actress in a Supporting Role for her film, "No One Killed Jessica".
The UAE's cutthroat radio market just got even more competitive as the latest player to emerge onto the airwaves is one of India's leading stations, Radio Mirchi.
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