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Radio Mirchi to speak the language of Coimbatore

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Targeting youth: Radio Mirchi’s studio in Coimbatore. —
Targeting youth: Radio Mirchi’s studio in Coimbatore. —

Staff Reporter

COIMBATORE: Within the inviting yellow and red walls of the Radio Mirchi FM studio are some of the voices that are going to be a daily phenomenon in people’s life in Coimbatore. “Radio Mirchi 98.3 FM is going to be a part of the system of Coimbatoreans,” says Vinay Prashant, Station Head.

With a team of spirited, young radio jockeys and an exciting programme list, the FM radio station is all set to launch its activities in the city before Deepavali.

The third in the State, the Coimbatore station will cater to popular demand. It will speak the local dialect, discuss topical issues relevant to the city and play the ‘hottest’ Tamil film songs in addition to contests.

Songs

The songs on the play list have been selected according to the choices of the public. The city will be woken up to “Filter Kaapi” followed by a breakfast show, “Hello Coimbatore.”

The afternoons will be taken over by “Ladies Colony,” a programme exclusively for women. “Kolly Udaans” will furnish the latest Kollywood gossip and “Joot” will offer a take on the happenings during the day. “Mirchi Nites” will make you feel the pulse of the city of the city and then, “Dr. Love” will deliver love dedications and messages for friends.

The radio station has a presence in 26 cities in the country and plans to expand to five more by the end of this year, Mr. Prashant says. The total expenditure for the Coimbatore studio and equipment is Rs. 3 crore. Though largely aimed at the 15-35 age group, the target audience is those who listen to radio at home, he adds.

“In short, Radio Mirchi is going to be a member in everyone’s family,” says G. Senthil Kumar, Programming Head.

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