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Cricket Radio enters India through Radio Mirchi

By Nandana Das , afaqs!, New Delhi | In Media Publishing | February 28, 2011
As part of the deal, they have also roped in ex-cricketer Kapil Dev as its RJ for the ongoing ICC Cricket World Cup.

Cricket Radio, a part of Channel 2 Group, a Dubai-based digital radio player and the official audio right holder for ICC, has recently tied up with Radio Mirchi.

As part of the deal, Radio Mirchi will air cricket-based content on its stations. Ranjit Madgavkar, national creative head, Radio Mirchi, says, "Along with Bollywood, what sells in the entertainment circuit is cricket. And, Cricket Radio has been a specialist in cricket content for many years. Though, we have always concentrated on cricket since 2001, the tie-up will provide more depth to our cricket-based programmmes."

Talking about the association with Radio Mirchi, Ajay Sethi, chairman, Cricket Radio, Channel 2 Group Corporation says, "Cricket has now become a very global platform. Though we were a global company, unfortunately, we were not available in India. So, when we decided to come here and foray into the Indian market, we could not have found a better partner than Radio Mirchi in the country. Thus, it is the meeting point of the two big platforms that is happening."

As a part of the deal, they have also roped in ex-cricketer Kapil Dev as its RJ for the ongoing ICC Cricket world cup. Kapil Dev will be present at the Radio Mirchi office during the ongoing world cup matches with his views and previews. He will also be a part of various programmes on air such as 'Paaji da Jawaab Nehi', 'Paaji Agla Match Ka Scene Kya Hai', 'Paaji Ki Class' etc. Apart from these, he will also play his favourite songs for his viewers.

Sethi also adds, "We are the global right holders of ICC on the net. One can get to see the score and various updates of the match from almost everywhere. We know there is a lot excitement revolving around the game."

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