Srinagar: Mirchi 98.3, started operations in Srinagar today. Srinagar will be the 52nd station in Mirchi’s network. Srinagar was part of the cities Mirchi successfully bid for in the first batch of the Phase 3 FM auctions.Besides the music that plays on-air, Mirchi is also well-known for providing entertaining content to its listeners – from Bollywood news to comedy etc.
Mirchi Srinagar’s local content will have the unique positioning – Assivtilassiv – which is a Kashmiri phrase that may be loosely translated to mean “smile and prosper”. This line is derived from a local saying – Assenaitilassekati or “How shall I prosper If I don’t smile” – which is something that resonates with the people of Kashmir and is widely used in local parlance.
The music on the station will be a mix of Bollywood and Punjabi with selected independent pop numbers.
Commenting on the occasion, Prashant Panday, MD & CEO, Mirchi 98.3 said “This is a truly happy occasion for all of us at Mirchi.We have been waiting to start operations in Srinagar for a long time. The local team is charged and raring to go. We hope to be able to provide content that is entertaining & fun and spreadskhushi amongst our listeners inSrinagar.”