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Radio Mirchi decides to come closer to its listeners

Mandira Nayar

Delhi CM Sheila Dikshit cutting the cake to mark the third birthday of Radio Mirchi in the Capital.

NEW DELHI: The "Rang De Basanti" experience is all set to become a little more real. While the end will not be half as dramatic as the movie with no conspiracy to kill, for those who want to reach out to more people through their voice now have a chance to do so, thanks to Radio Mirchi.

With the FM channel giving people the space to air their views, listeners can walk into a studio to talk about the "hot" issues. From reservation to violent crime against women and even wardrobe malfunctioning, there are endless burning problems and now Radio Mirchi is offering its listeners the rare opportunity to be heard on its programme "Hello Delhi -- Sab Deewaren Tod Do''.

And taking its promise of being more interactive, the radio channel that celebrated its third birthday on Saturday in grand style with Delhi Chief Minister Sheila Dikshit cutting the cake has decided to come closer to its listeners.

With the radio jockeys sharing their programme time with those on the other side of the radio sets in its fourth year, there will be more time for listeners to turn "speakers".

Going live more often, there will be customised studios set up at popular locations like malls, multiplexes and other young hangout spots.

And for those who want to a little more personal touch, the channel is offering listeners their own party room.

Airing real life kitty parties at homes of a few lucky women, the afternoons will never be the same on radio. Nor will watching films, it seems. In an attempt to hook listeners, Radio Mirchi is also going to start a "mobile" home theatre system facility.

Setting up this system in the houses of many listeners, winners of contests will get to see their favourite film in their houses.

And as Vice-President Programming of Radio Mirchi, Delhi, Riya Mukerjee put it: "Radio is a personal medium. What has given Mirchi Delhi an edge for the last three years is our tremendously close bonding with our listeners. They have always been a part of our lives. Hence, as we complete three years and enter the fourth, what better thank you message could we have given Delhi than to literally break down the last few walls that exist between us.''

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