Srinagar: Mirchi 98.3 started operations in Srinagar on Sunday, media reports said on Monday.
As per reports Mirchi as a brand is known for its entertainment-related content – be it Bollywood, comedy etc. Srinagar will be the 52 nd station in Mirchi’s network.
Srinagar was part of the cities Mirchi successfully bid for in the first batch of the Phase 3 FM auctions. The content on Mirchi Srinagar will be built around a local Kashmiri phrase – Assiv ti lassiv – which may be loosely translated to mean “smile and prosper”.