• Latest
  • Trending
  • All
  • News
  • TV/Radio Deals
  • Film partnerships
  • New appointments
  • Production
  • TV Channels
Radio Mirchi strikes a chord

Radio Mirchi strikes a chord

January 5, 2014
Orange partners with Huawei to deploy 5G in Egypt

Orange partners with Huawei to deploy 5G in Egypt

June 20, 2025
Ad 1 Ad 3
Sharjah Broadcasting Authority and Chinese media delegation explore strategic collaboration

Sharjah Broadcasting Authority and Chinese media delegation explore strategic collaboration

June 20, 2025
Amman Film Industry Days selects 18 projects for 2025 Pitching Platforms

Amman Film Industry Days selects 18 projects for 2025 Pitching Platforms

June 20, 2025
Korean Film Festival returns to UAE for ninth edition

Korean Film Festival returns to UAE for ninth edition

June 20, 2025
Al-Manasa signs content exchange deal with Yango Play

Al-Manasa signs content exchange deal with Yango Play

June 20, 2025
ST Engineering iDirect and solutions by stc to advance satcom services in KSA

ST Engineering iDirect and solutions by stc to advance satcom services in KSA

June 19, 2025
Disney’s live-action ‘Lilo & Stitch’ tops MENA box office in 2025

Disney’s live-action ‘Lilo & Stitch’ tops MENA box office in 2025

June 19, 2025
SatVu partners to support NGA’s Luno GEOINT programmes

SatVu partners to support NGA’s Luno GEOINT programmes

June 19, 2025
Telemundo sets premiere date for Turkish drama ‘Bahar: Esencia de Mujer’

Telemundo sets premiere date for Turkish drama ‘Bahar: Esencia de Mujer’

June 19, 2025
Türk Telekom, Net Insight and Parallel Wireless advance 6G Open RAN

Türk Telekom, Net Insight and Parallel Wireless advance 6G Open RAN

June 19, 2025
Lebanon’s Abbout Productions to receive Locarno’s producing award

Lebanon’s Abbout Productions to receive Locarno’s producing award

June 19, 2025
‘Once Upon a Time in Gaza’ by Nasser brothers to screen four times at Cannes 2025

‘Once Upon a Time in Gaza’ set for French theatrical release

June 19, 2025
  • Advertise
  • Subscribe
  • Magazine Archive
  • Directory
  • Contact
Friday, June 20, 2025
BroadcastPro ME
  • News
    • All
    • Analyst Reports
    • AV
    • Cinema Theatres
    • Esports
    • Film partnerships
    • International News
    • Mergers/Acquisitions
    • New appointments
    • OTT/Video Streaming
    • Podcasting
    • Production
    • Satellite/Broadcasting
    • Satellite/Comms
    • TV/Radio Deals
    Orange partners with Huawei to deploy 5G in Egypt

    Orange partners with Huawei to deploy 5G in Egypt

    Sharjah Broadcasting Authority and Chinese media delegation explore strategic collaboration

    Sharjah Broadcasting Authority and Chinese media delegation explore strategic collaboration

    Amman Film Industry Days selects 18 projects for 2025 Pitching Platforms

    Amman Film Industry Days selects 18 projects for 2025 Pitching Platforms

    Korean Film Festival returns to UAE for ninth edition

    Korean Film Festival returns to UAE for ninth edition

    Al-Manasa signs content exchange deal with Yango Play

    Al-Manasa signs content exchange deal with Yango Play

    ST Engineering iDirect and solutions by stc to advance satcom services in KSA

    ST Engineering iDirect and solutions by stc to advance satcom services in KSA

    Disney’s live-action ‘Lilo & Stitch’ tops MENA box office in 2025

    Disney’s live-action ‘Lilo & Stitch’ tops MENA box office in 2025

    SatVu partners to support NGA’s Luno GEOINT programmes

    SatVu partners to support NGA’s Luno GEOINT programmes

    Telemundo sets premiere date for Turkish drama ‘Bahar: Esencia de Mujer’

    Telemundo sets premiere date for Turkish drama ‘Bahar: Esencia de Mujer’

    Türk Telekom, Net Insight and Parallel Wireless advance 6G Open RAN

    Türk Telekom, Net Insight and Parallel Wireless advance 6G Open RAN

    Trending Tags

    • broadcast
    • MENA broadcast
    • ConnecTech2019
  • Tech Features
    • All
    • CASE STUDIES
    • New Media
    • REVIEWS
    • TV/Radio Deals
    • Updates from FOMEX
    • Virtual Production Series
    Playing to win

    Playing to win

    The expanding role of AI in broadcast

    The expanding role of AI in broadcast

    The power of podcasts and audio streaming in MENA

    The power of podcasts and audio streaming in MENA

    Tech strategies for an evolving modern MENA media ecosystem

    Tech strategies for an evolving modern MENA media ecosystem

    SMF and FOMEX bring top industry leaders together in Riyadh – Part II

    SMF and FOMEX bring top industry leaders together in Riyadh – Part IV

    SMF and FOMEX bring top industry leaders together in Riyadh – Part I

    SMF and FOMEX bring top industry leaders together in Riyadh – Part III

    SMF and FOMEX bring top industry leaders together in Riyadh – Part II

    SMF and FOMEX bring top industry leaders together in Riyadh – Part II

    SMF and FOMEX bring top industry leaders together in Riyadh – Part I

    SMF and FOMEX bring top industry leaders together in Riyadh – Part I

    Transforming the entertainment experience with tech

    Transforming the entertainment experience with tech

    Media leaders embrace digital transformation

    Media leaders embrace digital transformation

    Trending Tags

    • Videos
      FOR-A’s award-winning HVS-Q12: A quantum leap in switcher design

      FOR-A’s award-winning HVS-Q12: A quantum leap in switcher design

      Ignacio Gonzalez-Nuñez on Eutelsat’s new offering and market leadership

      Ignacio Gonzalez-Nuñez on Eutelsat’s new offering and market leadership

      Francesco Cataldo on iKO Media Group’s CABSAT showcase and broadcast trends

      Francesco Cataldo on iKO Media Group’s CABSAT showcase and broadcast trends

      Deepraj Sandhar on Ross Video’s Middle East growth and broadcast tech trends

      Deepraj Sandhar on Ross Video’s Middle East growth and broadcast tech trends

      Reema Omari

      Reema Omari on Universal Satcom’s growth and connectivity solutions

      Mustafa Afifi

      Mustafa Afifi of Rivada Space on Outernet’s impact in the Middle East

      Don

      ST Engineering iDirect CEO Don Claussen on Mideast ties and satellite strategy

      KSASummit

      Transforming Arabic Content: Studios, Producers and Regional Impact

      Bringing Real-Time Audience Insights to Linear Broadcast TV – A First and Exclusive

      Bringing Real-Time Audience Insights to Linear Broadcast TV – A First and Exclusive

    • Opinion
      Bridging the Latency Gap with Broadcast in a Streaming World

      Bridging the Latency Gap with Broadcast in a Streaming World

      YouTube in Ramadan: The silent giant

      YouTube in Ramadan: The silent giant

      Evision’s transformation proves that business acumen and passion drive success

      Sport’s Growing Grip on MENA Media

      MEASA’s media and communications innovations set new benchmarks beyond regional boundaries

      MEASA’s media and communications innovations set new benchmarks beyond regional boundaries

      Integrate ME 2023 brings its inaugural edition to successful conclusion

      Empowering the next generation of content creation and live broadcasting with AV PRO

      Decoding the Ramadan Drama Phenomenon: What Makes a Winner?

      Decoding the Ramadan Drama Phenomenon: What Makes a Winner?

      Reviving cultural identity through native storytelling in Abu Dhabi

      Reviving cultural identity through native storytelling in Abu Dhabi

      Why it’s game on for broadcasters of live sport

      Why it’s game on for broadcasters of live sport

      Evision’s transformation proves that business acumen and passion drive success

      Saudi Arabia emerges as the epicentre of Media & Entertainment in 2025

      Film and Beyond: Leapfrogging into the global screen industry

      Film and Beyond: Leapfrogging into the global screen industry

    • Interviews
      • All
      • Lounge
      All eys on AIUIa

      All eys on AIUIa

      Grass Valley scales up with software and IP workflows

      Grass Valley scales up with software and IP workflows

      Breaking barriers, building futures: The new face of IABM

      Breaking barriers, building futures: The new face of IABM

      New Leadership, Same Strategy, Sharpened Focus

      New Leadership, Same Strategy, Sharpened Focus

      Creating Captain Shedeed: A superhero with Arab roots

      Creating Captain Shedeed: A superhero with Arab roots

      UAE Pro League flips the field

      UAE Pro League flips the field

      Bringing the wild to the Middle East

      Bringing the wild to the Middle East

      Shades of success

      Shades of success

      Navigating the news wave

      Navigating the news wave

      From archive to asset

      From archive to asset

    • Products
    • Magazine Archive
      • BroadcastPro ME Magazine
      • PRO Directory
    • Events
      • News from Events
      • Upcoming Events
      DICM

      DICM

      IBC Show

      IBC 2025

      MPTS

      CABSAT2025

      CABSAT2025

      NAB Show

    No Result
    View All Result
    BroadcastPro ME
    • News
      • All
      • Analyst Reports
      • AV
      • Cinema Theatres
      • Esports
      • Film partnerships
      • International News
      • Mergers/Acquisitions
      • New appointments
      • OTT/Video Streaming
      • Podcasting
      • Production
      • Satellite/Broadcasting
      • Satellite/Comms
      • TV/Radio Deals
      Orange partners with Huawei to deploy 5G in Egypt

      Orange partners with Huawei to deploy 5G in Egypt

      Sharjah Broadcasting Authority and Chinese media delegation explore strategic collaboration

      Sharjah Broadcasting Authority and Chinese media delegation explore strategic collaboration

      Amman Film Industry Days selects 18 projects for 2025 Pitching Platforms

      Amman Film Industry Days selects 18 projects for 2025 Pitching Platforms

      Korean Film Festival returns to UAE for ninth edition

      Korean Film Festival returns to UAE for ninth edition

      Al-Manasa signs content exchange deal with Yango Play

      Al-Manasa signs content exchange deal with Yango Play

      ST Engineering iDirect and solutions by stc to advance satcom services in KSA

      ST Engineering iDirect and solutions by stc to advance satcom services in KSA

      Disney’s live-action ‘Lilo & Stitch’ tops MENA box office in 2025

      Disney’s live-action ‘Lilo & Stitch’ tops MENA box office in 2025

      SatVu partners to support NGA’s Luno GEOINT programmes

      SatVu partners to support NGA’s Luno GEOINT programmes

      Telemundo sets premiere date for Turkish drama ‘Bahar: Esencia de Mujer’

      Telemundo sets premiere date for Turkish drama ‘Bahar: Esencia de Mujer’

      Türk Telekom, Net Insight and Parallel Wireless advance 6G Open RAN

      Türk Telekom, Net Insight and Parallel Wireless advance 6G Open RAN

      Trending Tags

      • broadcast
      • MENA broadcast
      • ConnecTech2019
    • Tech Features
      • All
      • CASE STUDIES
      • New Media
      • REVIEWS
      • TV/Radio Deals
      • Updates from FOMEX
      • Virtual Production Series
      Playing to win

      Playing to win

      The expanding role of AI in broadcast

      The expanding role of AI in broadcast

      The power of podcasts and audio streaming in MENA

      The power of podcasts and audio streaming in MENA

      Tech strategies for an evolving modern MENA media ecosystem

      Tech strategies for an evolving modern MENA media ecosystem

      SMF and FOMEX bring top industry leaders together in Riyadh – Part II

      SMF and FOMEX bring top industry leaders together in Riyadh – Part IV

      SMF and FOMEX bring top industry leaders together in Riyadh – Part I

      SMF and FOMEX bring top industry leaders together in Riyadh – Part III

      SMF and FOMEX bring top industry leaders together in Riyadh – Part II

      SMF and FOMEX bring top industry leaders together in Riyadh – Part II

      SMF and FOMEX bring top industry leaders together in Riyadh – Part I

      SMF and FOMEX bring top industry leaders together in Riyadh – Part I

      Transforming the entertainment experience with tech

      Transforming the entertainment experience with tech

      Media leaders embrace digital transformation

      Media leaders embrace digital transformation

      Trending Tags

      • Videos
        FOR-A’s award-winning HVS-Q12: A quantum leap in switcher design

        FOR-A’s award-winning HVS-Q12: A quantum leap in switcher design

        Ignacio Gonzalez-Nuñez on Eutelsat’s new offering and market leadership

        Ignacio Gonzalez-Nuñez on Eutelsat’s new offering and market leadership

        Francesco Cataldo on iKO Media Group’s CABSAT showcase and broadcast trends

        Francesco Cataldo on iKO Media Group’s CABSAT showcase and broadcast trends

        Deepraj Sandhar on Ross Video’s Middle East growth and broadcast tech trends

        Deepraj Sandhar on Ross Video’s Middle East growth and broadcast tech trends

        Reema Omari

        Reema Omari on Universal Satcom’s growth and connectivity solutions

        Mustafa Afifi

        Mustafa Afifi of Rivada Space on Outernet’s impact in the Middle East

        Don

        ST Engineering iDirect CEO Don Claussen on Mideast ties and satellite strategy

        KSASummit

        Transforming Arabic Content: Studios, Producers and Regional Impact

        Bringing Real-Time Audience Insights to Linear Broadcast TV – A First and Exclusive

        Bringing Real-Time Audience Insights to Linear Broadcast TV – A First and Exclusive

      • Opinion
        Bridging the Latency Gap with Broadcast in a Streaming World

        Bridging the Latency Gap with Broadcast in a Streaming World

        YouTube in Ramadan: The silent giant

        YouTube in Ramadan: The silent giant

        Evision’s transformation proves that business acumen and passion drive success

        Sport’s Growing Grip on MENA Media

        MEASA’s media and communications innovations set new benchmarks beyond regional boundaries

        MEASA’s media and communications innovations set new benchmarks beyond regional boundaries

        Integrate ME 2023 brings its inaugural edition to successful conclusion

        Empowering the next generation of content creation and live broadcasting with AV PRO

        Decoding the Ramadan Drama Phenomenon: What Makes a Winner?

        Decoding the Ramadan Drama Phenomenon: What Makes a Winner?

        Reviving cultural identity through native storytelling in Abu Dhabi

        Reviving cultural identity through native storytelling in Abu Dhabi

        Why it’s game on for broadcasters of live sport

        Why it’s game on for broadcasters of live sport

        Evision’s transformation proves that business acumen and passion drive success

        Saudi Arabia emerges as the epicentre of Media & Entertainment in 2025

        Film and Beyond: Leapfrogging into the global screen industry

        Film and Beyond: Leapfrogging into the global screen industry

      • Interviews
        • All
        • Lounge
        All eys on AIUIa

        All eys on AIUIa

        Grass Valley scales up with software and IP workflows

        Grass Valley scales up with software and IP workflows

        Breaking barriers, building futures: The new face of IABM

        Breaking barriers, building futures: The new face of IABM

        New Leadership, Same Strategy, Sharpened Focus

        New Leadership, Same Strategy, Sharpened Focus

        Creating Captain Shedeed: A superhero with Arab roots

        Creating Captain Shedeed: A superhero with Arab roots

        UAE Pro League flips the field

        UAE Pro League flips the field

        Bringing the wild to the Middle East

        Bringing the wild to the Middle East

        Shades of success

        Shades of success

        Navigating the news wave

        Navigating the news wave

        From archive to asset

        From archive to asset

      • Products
      • Magazine Archive
        • BroadcastPro ME Magazine
        • PRO Directory
      • Events
        • News from Events
        • Upcoming Events
        DICM

        DICM

        IBC Show

        IBC 2025

        MPTS

        CABSAT2025

        CABSAT2025

        NAB Show

      No Result
      View All Result
      BroadcastPro ME
      No Result
      View All Result
      AMT Ad ibc Ad Rossvideo Ad
      Home Case Studies Radio Stations

      Radio Mirchi strikes a chord

      Vibhuti Arora by Vibhuti Arora
      January 5, 2014
      in Radio Stations, Tech Features, TV/Radio Deals, TV/Radio Deals
      ShareTweetPostEmail

      Launched in February 2012, Radio Mirchi is a recent Indian export to the UAE. The Hindi and English radio station, owned by Abu Dhabi Media, caters to the South Asian audience and is best known for its offering of Bollywood music. Station Head Sandeep Sud talks about the channel’s launch and the journey so far […]

      Launched in February 2012, Radio Mirchi is a recent Indian export to the UAE. The Hindi and English radio station, owned by Abu Dhabi Media, caters to the South Asian audience and is best known for its offering of Bollywood music. Station Head Sandeep Sud talks about the channel’s launch and the journey so far

      Sandeep Sud, Station Head, Radio Mirchi.

      How has the journey been so far? Can you share some figures and ratings of your channel?

      It has been a fantastic journey full of learnings so far. We are growing stronger by the year. Only two years old and we have established a loyal listenership in the market, which is poised to grow further.

      What is the Hindi radio industry worth in the UAE and what is your share of the pie?

      There are different estimates of the size of the radio industry in UAE, but we estimate the value of the Hindi radio industry at around USD 23 million. Given the scenario, as any market leader, we would want to target 40 to 45% share of this pie – but it is still early as we are only two years old in the UAE.

      Radio Mirchi is available on 97.3 FM Abu Dhabi, 88.8 FM Dubai and Northern Emirates and 95.6 FM Al Ain.

      It currently hosts popular shows such as Mirchi Mornings and Bumper to Bumper among others.

      What expectations did you have when you first brought the brand to the UAE?

      We have always been a market leader in India and this being the first international venture for the brand, we wanted to establish leadership here too. We were certainly conscious of the fact that the legacy of the brand will only help bring in listeners initially, but it is then left up to the station to deliver. If not, listeners would go back to listen to the other stations, some of which have been around for more than a decade. We can’t rest on our laurels.

      Hence, we developed our content, based on a lot of research in terms of listening habits, LEP (leisure, entertainment and pastime study), and other factors. The going has been good so far.

      What were the main challenges in launching the radio station here and what are the challenges of running a radio station here?

      We were launching a brand that is extremely popular in India, hence the expectations were that much more. Since we were the only channel to have a pan UAE reach, our content had to cater to a wider audience. We invested in a lot of research to develop our product. We are proud of our progress and look forward to continuing to meet our audiences’ needs and expectations.

      Is the UAE a tough market? What factors ensure survival in this market?

      The competitive scenario in the UAE is very much like in any city in India, with multiple players vying for a share of the pie. Having said that, we love it here because we love competition. Besides, we operate in a scenario, wherein the listeners’ preferences are constantly evolving. Hence, robust regular research is how we try and ensure that we stay on top of the game. In a nutshell, we don’t just talk, we also listen!

      How is this market unique and in what ways is it different from India?

      In my mind, a couple of things are different here in terms of the listener profile. In the UAE, we cater to a South Asian audience that includes people from Pakistan, Nepal, Bangladesh unlike in India. So for example, if there is a cricket match between India and Pakistan, we take a neutral approach.

      Secondly, the music needs here are quite different from that in India. The audiences here are early adapters to the breaking music, more so than they are in India. It is therefore, important for us to balance the needs of the audience here while staying true to the core values of our brand.

      Last but not the least, with the limited choice of content on other mediums for many, radio is a mainstream medium delivering larger audiences, share of revenues and therefore, fulfilling larger needs.

      What is the turnover/revenue of the channel? Can you share some figures with us?

      As mentioned, we would want to achieve leadership in both listenership and revenues. We are happy to report that, so far, we are in line with the projections on both fronts.

      Which system does your station run on?

      We use the Myriad software in our studios. The heart of the package is Myriad Playout which provides manual, live assisted or fully automated radio playout. All music and audio content is stored on the PC and is instantly available for playback at the touch of a button. Recorded audio is known as carts. Presenters can manually play carts or setup sequences to play automatically. Audio can be edited using the inbuilt SmoothEdit feature. The Find Cart feature helps locate the audio files.

      Full automation of the system allows the station to run round the clock without interruptions.

      The Myriad family also includes music and advert scheduling, CD ripping utilities, multi-media playout (for digital platforms) and reporting administration utilities.

      The Myriad studio-based playout and automation system includes the Audio Wall, Instant Carts, SmoothEdit, Log Screen and Song / Link Database. Also built in is the Myriad Manager to assist in administrative jobs and advanced advert manager for inserting advertisements where required.

      Scheduling of music and jingles is done using AutoTrack that includes basic link scheduling for a complete station scheduling solution.

      Live updates including text, links and pictures to web and WAP sites as well as text information to Digital Radio (DAB) services are provided by an application in the software called OCP. Myriad OCP or Online Content Processor is designed to enhance digital broadcasts with additional information and content, driven directly by the ‘live’ information provided by Myriad.

      It allows you to add dynamic DAB DLS text to your DAB broadcasts and add information, hyperlinks, pictures and other information to your web broadcast. Myriad OCP gets information about what is playing and what is going to play, directly from Myriad and can be used to update DAB streams, local files, HTML pages and WAP pages accordingly.

      – Vibhuti Arora

      Tags: Abu DhabiAbu Dhabi MediaBollywood musicRadio MirchiSandeep Sud

      Related Posts

      Algerian film ‘Algiers’ to hold world premiere at Rhode Island Film Festival

      Algerian film ‘Algiers’ set to screen in Abu Dhabi

      May 28, 2025
      TwelveP Animation and Powerkids Entertainment to co-produce first international animated series from Abu Dhabi

      TwelveP Animation and Powerkids Entertainment to co-produce first international animated series from Abu Dhabi

      May 20, 2025
      Lionsgate’s ‘Now You See Me: Now You Don’t’ releases first look images

      Lionsgate’s ‘Now You See Me: Now You Don’t’ releases first look images

      May 1, 2025
      Egypt’s Media Production City and Moskino sign cooperation pact

      Abu Dhabi hosts I-Film Festival featuring TV BRICS documentaries

      April 12, 2025
      Industry mourns death of Emirati media executive Abdul Hadi Al Sheikh

      Industry mourns death of Emirati media executive Abdul Hadi Al Sheikh

      February 22, 2025
      CMA launches digital portal to streamline Abu Dhabi’s creative industry

      CMA launches digital portal to streamline Abu Dhabi’s creative industry

      February 21, 2025

      Related News

      Algerian film ‘Algiers’ set to screen in Abu Dhabi

      Algerian film ‘Algiers’ set to screen in Abu Dhabi

      May 28, 2025
      TwelveP Animation and Powerkids Entertainment to co-produce first international animated series from Abu Dhabi

      TwelveP Animation and Powerkids Entertainment to co-produce first international animated series from Abu Dhabi

      May 20, 2025
      Lionsgate’s ‘Now You See Me: Now You Don’t’ releases first look images

      Lionsgate’s ‘Now You See Me: Now You Don’t’ releases first look images

      May 1, 2025
      Abu Dhabi hosts I-Film Festival featuring TV BRICS documentaries

      Abu Dhabi hosts I-Film Festival featuring TV BRICS documentaries

      April 12, 2025
      CMA launches digital portal to streamline Abu Dhabi’s creative industry

      CMA launches digital portal to streamline Abu Dhabi’s creative industry

      February 21, 2025
      Apple Original Films wraps production of ‘F1’ at Abu Dhabi Grand Prix

      Apple Original Films wraps production of ‘F1’ at Abu Dhabi Grand Prix

      January 8, 2025
      More Related News

      BroadcastPro ME

      • About
      • Advertise
      • Subscribe
      • Magazine Archive
      • Directory
      • Contact
      • Privacy

      Follow us on Social Media

      No Result
      View All Result
      • News
      • Tech Features
      • Videos
      • Opinion
      • Interviews
      • Products
      • Magazine Archive
        • BroadcastPro ME Magazine
        • PRO Directory
      • Events

      Login to your account below

      Forgotten Password?

      Fill the forms bellow to register

      All fields are required. Log In

      Retrieve your password

      Please enter your username or email address to reset your password.

      Log In
      Social Media Auto Publish Powered By : XYZScripts.com