SRINAGAR Mirchi 98.3 started operations in Srinagar on Sunday. Mirchi as a brand is known for its entertainment-related content be it Bollywood, comedy etc. Srinagar will be the 52 nd station in Mirchis network.
Srinagar was part of the cities Mirchi successfully bid for in the first batch of the Phase 3 FM auctions. The content on Mirchi Srinagar will be built around a local Kashmiri phrase - Assiv ti lassiv which may be loosely translated to mean smile and prosper.
This line is derived from a Kashmiri saying Asse nai ti lasse kati or How shall I prosper If I dont smile - which is something that resonates with the people of Kashmir and is widely used in local parlance.
The music on the station will be a mix of Bollywood and Punjabi with selected independent pop numbers.
Commenting on the occasion, Prashant Panday, MD & CEO, Mirchi 98.3 said This is a truly happy occasion for all of us at Mirchi. We have been waiting to start operations in Srinagar for a long time. The local team is charged and raring to go".
"We hope to be able to provide content that is entertaining & fun and spreads khushi amongst our listeners in Srinagar.
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