Radio Mirchi to launch in Bahrain

Radio Mirchi, the FM radio brand from the Times of India group, will soon launch in the Middle Eastern kingdom of Bahrain.

Entertainment Network (India) Limited or ENIL, the entity that is in charge of the group’s radio operations, said it has signed an agreement to license its brand and content to Dubai-based Adline Media FZ LLC.

However, the UAE already has three Radio Mirchi stations launched in association with local media company Abu Dhabi Media, the owner of ‘The National’ newspaper.

Instead, the agreement with Adline will address the nearby market of Bahrain, which too has a sizeable Indian population.

ENIL said it “shall provide limited advisory services to Adline Media for the launch of a radio station in the Kingdom of the Bahrain.”

Adline Media is a multi-platform media organizationa in the business of media sales and management, the Mumbai-based company said.

Radio Mirchi is one of India’s largest FM broadcasting companies, and claims an audience of over 63 mln listeners in India.

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