Mumbai : Private FM Radio broadcaster, Radio Mirchi, has joined hands with the Delhi International Airport (P) Limited ( DIAL) to set up a custom-produced 24×7 airport radio station.
The first of itin India. Mirchi T3 has gone live at Delhi’s T3 terminal at IGI Airport.
The channel, which is co-curated by Radio Mirchi and popular music directors, Shankar, Ehsaan & Loy, will have no radio jockeys, and play both retro as well as contemporary Hindi music. Going forward, the channel intends to sell advertising time as well.
Prashant Panday, CEO and Managing Director, ENIL, said, “Mirchi has always been ahead of the curve in offering innovative audio content, and with Mirchi T3 we are confident that the premium Mirchi experience goes up a few notches higher. It will surely elevate the travellers’ moods & make the journey a more memorable and enjoyable one.”
I Prabhakara Rao, CEO – DIAL said: “We don’t have any announcements going on at T3 airport. So to give it a different atmosphere, we feel proud to bring up Mirchi T3, a unique concept for any airport worldwide.
“Mirchi T3 will bring in a whole new experience to the passengers and will make their presence at the terminal soothing and enjoyable.”
The concept is clearly aimed at transforming the travel experience at T3. The launch event witnessed a power-packed performance by Delhi-based band SOS along with the trio Shankar-Ehsaan-Loy.
Shankar Mahadevan also used his powerful vocals to belt out some of his hit tracks when the hosts, who were radio jockeys from Radio Mirchi, asked him to suggest songs for various situations, which people deal with at the airport.