India's leading FM radio brand Radio Mirchi expanded its footprints in the International market for the first time ever by launching its operation in UAE on Feb. 1, 2012.
Mirchi will broadcast a mixture of Hindi and English songs along with international and community news. Mirchi is the first radio station of its kind in the Emirates to offer nationwide coverage, with three frequencies — 97.3FM Abu Dhabi, 88.8 FM Dubai and northern emirates, and 95.6FM Al Ain — catering to the country's extensive south Asian expat population.
Entertainment Network (India) Ltd entered into a partnership with Abu Dhabi based group called Abu Dhabi Media Company (ADMC) for the venture. The business partnership also represents Abu Dhabi Media's first extension into the lucrative south Asian broadcasting sector and the first ever international association for ENIL and the Radio Mirchi brand.
Bollywood actor Rani Mukherjee was present at the launch with Abu Dhabi Media and Mirchi teams.