India’s Mirchi has launched a podcast app to keep pace with competing streaming services.
The nationwide private FM network says its Mirchi Plus app gives listeners access to Mirchi’s content library directly from a mobile device. The app will be available on Apple and Android smartphones, as well as the Android Auto and Apple Car play systems.
The broadcaster claims to offer content in 10 languages and will provide audio stories across genres like drama, comedy, romance, horror and thriller.
“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,” said Prashant Panday, managing director and CEO, Entertainment Network (India) Limited (ENIL), who owns Mirchi.
Research suggests that the growth of radio listeners in India has remained stagnant in the face of increasing penetration of digital platforms like YouTube, Netflix and Spotify. Mirchi claims that two years of pandemic lockdowns have encouraged people to consume more content online, and Mirchi is aiming to generate a 25% revenue share from digital.
“Mirchi has always been the audience’s go-to choice for all things music,” said Vineet Jain, managing director, BCCL. “With the launch of ‘Mirchi Plus’, we now enter the exciting and evolving space of story-telling and original content. This transforms Mirchi into its full digital avatar, allowing us to pick, analyze, and act on consumer signals in real-time.”