The new radio station will offer customised content including Indian music and the latest news from Bollywood.
Entertainment Network India Limited has announced the launch of radio station Mirchi in Bahrain. The aim is to expand its international presence and to cater to the entertainment and music demand of the South Asian and Indian diaspora.
Mirchi Bahrain is a 100% subsidiary of India-based radio station Mirchi, which has 73 frequencies across 63 cities.
While Mirchi already has a presence in the UAE and Qatar, this will be the brand’s first launch in Bahrain, taking over the 104.2 frequency to cater to more than 30% of the South Asian diaspora in Bahrain.
According to Mirchi 104.2 FM programming head Sushma Athilat, the radio station will offer customised content including Indian music and the latest news from Bollywood.
Prashant Panday, Managing Director and Chief Executive of Mirchi, said: “We look forward to entertaining consumers with some hot music and shows.”