Radio network Mirchi launches audio OTT app, Mirchi Plus

Leading network of private FM radio stations, Mirchi has launched its app, Mirchi Plus. In an effort to become a phone-first brand, the Mirchi Plus app offers a huge library of original audio stories, podcasts, videos, entertainment news and more.

Mirchi Plus, owned by the Entertainment Network India Ltd (ENIL) a subsidiary of The Times Group, offers a bouquet of content across 10 Indian languages – English, Hindi, Punjabi, Marathi, Gujarati, Bangla, Telugu, Tamil, Malayalam, and Kannada. The audio content spans genres such as drama, comedy, romance, horror, thriller and more. Also, Mirchi Plus will launch new marquee audio shows every month.

Some of the highlights of Mirchi’s original content include the true crime audio story ‘1000 Crore Ki Laash’ narrated by Nawazuddin Sidiqqui; Neena Gupta’s romantic ‘Aakhri Rishta’; Rhea Chakraborty’s travel drama ‘Purane Khat’; and Ashutosh Rana’s supernatural thriller ‘Varuthi’ along with more.

Vineet Jain, Managing Director, BCCL said, “Mirchi has always been the audience’s go-to-choice for all things music; with the launch of ‘Mirchi Plus’ we now enter the exciting and evolving space of storytelling and original content. This transforms Mirchi into its full digital avatar, allowing us to pick, analyse and act on consumer signals in real time.”

Prashant Panday, MD & CEO, ENIL says, “Mirchi has dominated the radio industry for over two decades with its best-in-class audio entertainment. With the evolving needs of our consumers and the rapid adoption of digital avenues for entertainment, we wanted to expand our consumer engagement and be present where our consumers are. Mirchi Plus strengthens our digital play. Through the launch of the app, we look forward to building a multi-lingual and immersive audio experience for our listeners. Moreover, Mirchi Plus is a significant addition to Mirchi’s digital properties aiding Mirchi in fulfilling its goal of generating 25% of our revenues from digital.”

Nandan Srinath, Executive President, ENIL said, “This is a major stride for us in delivering new and original content, gathering data for action, and providing measurable and actionable outcomes for our advertising partners. The Mirchi Plus app is crucial to the enduring success of our company, brand and people in the coming decade.”

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