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Mirchi partners Vodafone for caller tunes downloads
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#1
MUMBAI: In its effort to explore the VAS market on mobiles and come up with a key differentiation point, Radio Mirchi has developed and launched a new proposition wherein it has tied up with telecom operator Vodafone whose users can download any song that is played across 32 Mirchi stations and set it as their caller tune without having to remember and recall a different code for every song.

Mirchi will give its customers one code at the end of every track that it plays making it easier for the listeners who do not have to remember multiple codes.

Says Radio Mirchi's chief programming officer Tapas Sen, "It is an innovative product that we have brought out for our listeners where we have partnered with Vodafone. Radio plays popular music that people would want to hear and download. For making the experience of downloading music easier and convenient we have come up with a simple code which is same across all our 32 station network. With the same code, listeners can download several songs. They can hear the code at the end of every song except for devotional tracks and easily make the song as their caller tune. We basically want to do away with the concept of song code."

The campaign which starts on 16 November will continue for two weeks. Depending upon the response in the stipulated time the station may extend the time span of the campaign. "Currently we are in the phase one of the whole concept. Depending upon the response from across the zones we will develop the concept," Sen adds.

The station will promote the concept editorially across all its stations. "We have a thorough editorial integration for this concept. RJs across our stations will educate the listeners about the new proposition. Promotions on our own network will be heavy. If you plug into Mirchi you will not escape it. Mirchi will pack it through every conceivable point."

Vodafone will also promote it through its touch points through its user base, SMS broadcast and vodafone shops.

“Vodafone Mirchi Caller Tune is an innovative concept which we have jointly developed with Radio Mirchi. The idea was to offer our customers the immediacy, ease and convenience of downloading their favorite tunes even as they are listening to the songs on radio. The technology took a few months in developing and the service is being offered to Vodafone customers across all the 32 cities where Radio Mirchi is currently available,” a Vodafone Essar spokesperson said.

Earlier in September the station had pumped its Hindi markets with an increased retro music content. Talking about the concept Sen adds, "The increased retro music concept has been a winner for us. It is the kind of differentiation that we were looking for. The entire mirchi spectrum is about variety now. From devotional to contemporary to retro we play it all and give the listeners an option to choose their pick."

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#2
Vodafone Essar and ENIL’s Radio Mirchi announced the launch of a new service branded as Vodafone Mirchi Callertune service which allows users to download songs run on the radio channel and set them as their caller tune. The songs can be used as Caller Ring Back Tones and opens a new avenue for revenue generation for the operator as well as the FM radio service provider.

The service is available in 32 cities of the country where Radio Mirchi services are presently operational. Subscribers of Vodafone need to dial 5-983-XYZ (where 983 is the Mirchi frequency and XYZ is the individual city code) and download songs. For instance Mumbai subscribers need to dial 5-983-22.

Prashant Panday, CEO, ENIL said – “Radio Mirchi is the country’s favorite radio station because we have always been focused on listening to our listeners– be it for our music or for our other content. With Vodafone Mirchi Caller Tunes, we have made the downloading of caller tunes extremely easy and simple. Our patented technology has enabled us to do this. We, along with our partners – Vodafone are extremely excited about this new technology and believe that the simplicity of the service will find a lot of users.

Kumar Ramanathan, Chief Marketing Officer, Vodafone Essar further added “Vodafone Mirchi Caller Tune is an innovative concept which offers our customers absolute ease and convenience of downloading their favorite caller tunes even as they are listening to iton the radio. We are committed to use innovation and simplicity to similarly empower our customers in the future as well.”

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