Foraying into the over-the-top (OTT) market, Radio FM Mirchi has launched its Mirchi Plus podcast app as radio listening remains stagnant. In addition to podcasts, Mirchi Plus will feature original audio stories, videos and entertainment news.
Available on the Android and iOS app stores, Mirchi Plus offers content in ten languages. While actors including Nawazuddin Siddiqui, Neena Gupta and Rhea Chakraborty will voice some of the audio shows, Kareena Kapoor Khan and Pooja Bhatt have their talk shows lined up.
“With the changing needs of our consumers and the rapid adoption of digital avenues for entertainment, we wanted to broaden our engagement with consumers and be present where our consumers are,” said Prashant Panday, Managing Director and CEO. , Entertainment Network (India) Limited (ENIL). ENIL runs Mirchi, owned by The Times Group.
Over the past few years, the growth of radio listeners has remained stagnant due to increasing internet penetration and people consuming content through digital platforms including YouTube, Netflix, Disney+Hotstar, Spotify, etc.
According to a investigation Radio listening time among people over 18 increased by just one minute in 2019, by Statista. It rose to 16 minutes from 15 minutes in 2018 and remained constant at 16 minutes until in 2021.
The past two years of pandemic-induced shutdowns have pushed people to consume more content online. With a bearish outlook on the radio market, Mirchi, known for leading Radio Mirchi, aims to generate a 25% revenue share from digital.
Vineet Jain, Managing Director, BCCL, said, “Mirchi has always been the people’s choice in all things music. With the launch of ‘Mirchi Plus’, we are now entering the exciting and evolving space of storytelling and original content. This turns Mirchi into his full digital avatar, allowing us to select, analyze and act on consumer signals in real time. »
Mirchi Plus will compete with music streaming platforms Spotify, Amazon-owned Audible and Airtel’s Wynk, among others.