Mirchi 98.3 Starts Operations In City

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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 Mirchi’s 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 don’t 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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