Abu Dhabi Media is set to launch a new Hindi-language station for south Asian expats in the UAE.
Called Radio Mirchi, it is believed to be launching at the end of January and will bring the number of stations in ADM’s radio portfolio up to six. The station will be broadcast under licence from Indian media company Entertainment Network India Limited (ENIL), under a strategic partnership agreement with Abu Dhabi Media.
As part of the business arrangement, ENIL will provide limited advisory services to ADM for the launch of a radio station in the territory of the UAE. The company will also grant a conditional license to ADM for use of its brand Radio Mirchi.
Prashant Panday, executive director and chief executive officer at ENIL, confirmed the move. While the exact date of the new station’s launch is not known, it is believed that DDB Needham has been selected as the creative partner for marketing and launch activities.
Abu Dhabi Media is headquartered in Abu Dhabi, with offices in Beirut, Cairo, Dubai and Jeddah. Last year was a tough year for ADM. A review of the company’s broadcast division resulted in job losses of up to 100 people in July, whilst the earlier part of the year saw almost 20 per cent of the company’s staff asked to leave in an effort to make it more sustainable in the longer term. The redundancies were accompanied by a number of senior departures, including that of CEO Ed Borgerding.