Airtel launched its new service on fixed line telephones. Just dial 59830 and subscribe to Radio Mirchi at a rate of Rs. 10 per week for 100 free minutes. The price is same as Mobile. OnMobile Global and Reliance ADAG owned BIG FM had also made a similar deal with Radio Mirchi.
This will be a live feed of original Radio Mirchi as noted on Airtel FAQ. But a topic posted on Medianama says that the feed may not be the original Radio Mirchi feed.
Nandan Srinath, Head of Mobility for the Times Group said on the launch of Mirchi Mobile:
“It is not streaming of the same radio channel, it’s not the same feed. This is as close to live radio as you can get: it’s a combination of music, advertising, jock elements and branding that a radio station does. The consumer is consuming two rights: he’s consuming the rights to music from the technology partner and telecom operator (Spice Digital and Airtel). He’s also consuming the content from Radio Mirchi where it owns the licenses for its own content: the branding and jock-talk. Our job is limited to providing the expertise and playlists, essentially everything that is non-music.
The jock-talk is very very similar, but not exactly the same, and the consumer won’t know the difference unless he’s listening to the content simultaneously”.