| Speaking to indiantelevision.com, Radio Mirchi
Mumbai station director Samir Soni said, "This launch marks the
foray of radio as a medium moving to the next level: connecting Bollywood
to the masses."
"Normally, we do not run the music of new and unreleased films,
unless and until it has become a hit. We have signed Hum Tum
for our 'Mirchi Movie of the Month', which we'll be promoting
in May. While talking to Yash Raj Films on this, we put in a thought
if we could take the promotion to the next higher level. This is
how the idea came through," he explained.
"The music rights will not lie with Radio Mirchi," Soni
added, but refrained giving the details of the deal. "The deal
is strictly confidential as I have to still deal with a lot of players
in the business. All I can say is that we have a tie-up with Yash
Raj Films and Sa Re Ga Ma HMV and they are utilising Radio Mirchi
as a medium to reach the masses. It's a win-win situation for all
three of us - Yash Raj Films, Sa Re Ga Ma and Radio Mirchi,"
he quipped.
The music scored by Jatin Lalit with Prasoon Joshi's lyrics is yet
to catch up with the audience, but Soni is optimistic that it's
just a matter of time. "I feel that the music is very different,
soothing and refreshing, and soon, it should be popular," he
asserted.
This is Radio Mirchi's latest innovation thus adding one more to
its recent pioneering concepts like 'Mirchi Movie' and 'Mirchi Boli
Lagao' (the Bollywood auctions).
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