x Abu Dhabi, UAESaturday 29 July 2017

Why Radio Mirchi is such a big hit among UAE’s South Asians

For a second year Radio Mirchi has nabbed Masala! Awards Best Radio Station trophy. We find out what makes Mirchi so popular.

Radio Mirchi won top honours at the Masala! Awards 2013, bagging the Best Radio Station award for the second time in a row by popular choice.

Catering to a South Asian audience, the Hindi and English station is owned by The National’s parent company Abu Dhabi Media and is known for bringing the best of Bollywood to the UAE.

So what sets Radio Mirchi apart from its many competitors in the region?

“I think being just true to ourselves and what we are ... that’s what sets us apart,” said Sandeep Sud, the head of Radio Mirchi, minutes after accepting the coveted trophy on Thursday night.

He stressed the station was successful because it delivered the same formula that Indian expatriates had grown to love back home.

“So we appeal to your inner senses and that’s what differentiates us.”

And loyal Mirchi listeners can expect more of the same in the months ahead, said Sud.

“It’s our constant endeavour to bring the best of Bollywood, best of what’s happening locally and bring the best of cricket. So we believe in the 3 C’s cinema, cricket, concerts.”

Launched last year, the station hosts popular shows such as Mirchi Mornings and Bumper to Bumper.

Radio Mirchi is available on 97.3FM Abu Dhabi, 88.8FM Dubai and Northern Emirates and 95.6FM Al Ain.

artslife@thenational.ae

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