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MUMBAI:
In a span of 2 years, the city has witnessed a plethora of changes
– journey from Bangalore to Bengalooru, start of the Metro
project and most importantly the revival of Sandalwood music. Capturing
this spirit of change and the international face of Bengalooru,
Radio Mirchi 98.3 FM is about to hit the airwaves with a new, refreshing
and addictive sound as a part of its 2nd anniversary.
Speaking
on the introduction of the new sound, Rahul Balyan, Cluster Business
Head, Karnataka & Kerala said, “It’s been an enjoyable
journey for us in Mirchi and we are proud to be a part of every
Kannadiga’s life today. When we decided to become a station
with 100% Kannada content there was some apprehension since the
popular perception was that Bengalooru preferred Bollywood. However
we persisted with what our research suggested and today we enjoy
phenomenal leads in listenership share. In Mirchi, we closely listen
to what our listeners want and we felt that Mirchi’s 2nd birthday
was a good occasion to re-invent ourselves. The new sound of the
station is younger, hipper and very contemporary in its appeal.”
Added
Jimmy Xavier, Cluster Programming Head, Karnataka & Kerala “Sandalwood
music is seeing a revival with many influences as reflected in some
of today’s hits like Jinkey Mari Na (Nanda Loves Nandita),
Ba malaya ba (Accident), Kaddalu manasanna (Mussanje Maathu) etc.
Recognizing this changing soundscape of Kannada music we decided
to change the new sound of Mirchi with influences from hip-hop,
rock and pop. We have also incorporated various changes in each
of our shows that we hope will be liked by our listeners.”
Radio
Mirchi had many memorable moments in the year gone by, - events
like The Mirchi Taj which will soon have its place in Limca Book
of records; A Cow Fashion Show that left the Bangaloreans in splits
asking for more; the launch of Hi Bangalore with Pori Tapori Rachna;
the introduction of early morning band –“Munjaney Raaga”,
a show which highlights healthy living with thoughts from Sri Sri
Ravi Shankar. As a result of such innovations, Radio Mirchi is the
number one radio station of Bengalooru, as reported by Radio Audience
Measurement (RAM) research reports from TAM Media Research.
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