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General News ENIL launches three stations under ‘Mirchi Love’ brand
[Image: 6wuPdYk.jpg]MUMBAI: Entertainment Network India Ltd (ENIL), the FM radio operator and owner of Mirchi 98.3 FM, is on a major expansion drive. The company has launched its second brand ‘Mirchi Love’ in Ahmedabad, Surat and Jaipur.

Mirchi Love will be the second station from ENIL in these cities. The new brand will soon be in the cities of Pune, Hyderabad, Lucknow, Kanpur and Nagpur.

With the slugline ‘Just Pyaar Kiye Jaa’ to complement the feel of the station, Mirchi Love will be broadcast on the frequency 104 FM in Ahmedabad and Jaipur, and on 91.9 FM in Surat.

The station went on air with a romantic love jingle, composed by noted composers Sachin–Jigar and sung by Ash King and Aditi Singh Sharma.

The morning show, ‘Wake Up Dil’, is hosted by Gautham from 7 to 11 am, followed by a Bollywood gossip show with ‘Bollywood Ka Rogi Yogi’ from 11 am to 2 pm.

The afternoon show, ‘Love Inspector ’, from 2 to 4 pm, is hosted by Hemangi, followed by the evening show, ‘Shreya’s Love Café’ from 4 to 7 pm.

The night show, ‘Love Ka Pillow’, is hosted by Neha. The late night band, 12–2 am, is hosted by Varun.

Commenting on the launch, Radio Mirchi CEO Prashant Panday said, “Our market research indicated that while most radio stations help listeners feel energised, there is a huge need gap in a different space – love. Mirchi Love will offer romantic music from different eras and bring in many new listeners to radio.”

Elaborating on the synergy between Mirchi and Mirchi Love, Prashant said, “Mirchi Love will target young adults with high disposable income, the bulls eye TG being NCCS AB1 28-year-olds. Radio Mirchi, on the other hand, will continue to target a younger bunch of listeners, the bulls eye TG being NCCS AB1 22-year-olds. This will help advertisers target their chosen TG more effectively.”

Radio Mirchi CPO Tapas Sen said, “Existing radio stations are all formatted on music era. Thus there are CHR (contemporary hits radio) stations, retro stations and even ’90s stations. We felt radio stations can also be formatted on a theme; and we chose one of the most powerful themes – love. Mirchi Love will play romantic melody numbers across eras and will fill listeners with feelings of love. Mirchi Love will complement Mirchi, the mother brand, which is a CHR brand.”


Airtel Digital HD Recorder / Kerala Vision Digital TV
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