Entertainment Network India Limited owned Radio Mirchi network started operations in the US on Saturday – which was also the 70th Indian Republic Day.
Its first station began broadcasting in the tri-state area of New York, New Jersey and Connecticut with a frequency of 1600 AM.
The programming will primarily target the South Asia community in the US with a combination of Bollywood music, infotainment and comedy along with some of its popular programmes from back home.
The station can also be heard in Raleigh-Durham, North Carolina on 99.9 FM HD-4, 101.9 FM & 1490 AM, in Baltimore, Maryland on 92.3 FM HD-2 and in Philadelphia, Pennsylvania on 103.9 FM HD-2 through a licensing arrangement with a US-based broadcaster.
Over the next few weeks, it will also be available in Cleveland, Ohio; Columbus, Ohio; Atlanta, Georgia; Richmond, Virginia; and St. Louis, Missouri through HD channels.
The stations will also be available online on radiomirchiusa.com
MD and CEO of Radio Mirchi, Prashant Pandey said: “The South Asian community is one of the most educated and affluent communities there and it is truly tragic that there are very few radio stations with quality programming that cater to this audience. We aim to be able to change that with our product offering and hope that the audience loves what we have come up with as much as we loved putting it together for them.”