Bharti Airtel and Radio Mirchi announced a new tie-up to offer mobile radio service, ‘Mirchi Mobile’ allowing Airtel’s mobile subscribers to listen to Radio Mirchi’s FM radio services of any region.

Spice Digital is partnering the alliance as the technology platform provider for the service.

“Mobile radio is going to be a good business proposition in the coming months. We want to leverage it now. Radio is a very big draw among the Indian population,” said Prashant Pandey, CEO of Radio Mirchi. The radio channel is also looking at similar alliances with other mobile service providers in the country to expand the service network, he added.

Subscribers interested in availing the service can dial 59830 with the subscription charges for a week at Rs.10.

“This is the first time we are attempting this and we are upbeat about the service,” said Airtel Mobile director marketing (mobile services) Shireesh Joshi. “It is also for the benefit of regions where radio feeds do not reach. It has a huge market potential.”

In the initial launch phase, the service will be offered in Delhi and Mumbai to be followed by other cities.

In March, OnMobile and ADAG’s BIG FM had launched a similar service named BIG Mobile Radio.