An Indian music and entertainment company has launched its radio platform and solutions business in Bahrain, further expanding its presence in the Middle East.

Mirchi Bahrain is a 100 per cent subsidiary of Mirchi, owned by Entertainment Network India Limited, which has India’s largest private FM radio brand, Radio Mirchi, with 73 frequencies across 63 cities.

While Mirchi already has a presence in the UAE and Qatar, this will be the brand’s very first launch in Bahrain, taking over 104.2 frequency to cater to more than 30 per cent of the Indian and South Asian diaspora in Bahrain.

According to Mirchi 104.2 FM programming head Sushma Athilat, the radio station will offer customised content including Indian music and latest news from Bollywood.

Mirchi’s most sought-after RJs are also expected to be on board.

“We look forward to entertaining consumers with some hot music and shows,” said Mirchi managing director and chief executive Prashant Panday.

The GDN previously reported that Radio Mirchi 104.2 FM went off the air in October 2019, apparently due to low revenue and reportedly high fees charged by the Information Affairs Ministry.

Subsequently, from April last year until last month (April 2021), Go Alive Media ran the frequency as Radio 104.2 FM, as part of Bahrain government’s initiative to tackle the pandemic by spreading awareness mainly among the large sub-continent expatriate community.

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