India, Jan. 14 -- 'Mirchi Mobile', the Mobile radio service from Radio Mirchi and Spice Digital has now been launched on Reliance and BSNL. The product allows mobile subscribers to tune-in to content created and designed by Radio Mirchi, but not a rebroadcast of FM Radio, by dialling a short code 59830 on their mobile phones. According to Shehzad Azad, Chief Content & Alliances officer of Spice Digital Radio Mirchi the service is available in 15 different languages.
Nikhil adds:Now we know that content available on traditional broadcast media is government by the Ministry of Information and Broadcasting, and as we'd reported earlier, rebroadcast of FM on mobile was not permitted because of potential issues with FM licensing. But there is a larger question now, taking into consideration the recent (now revoked) ban on video calling and the enforced Mobile TV broadcast of Doordarshan: does mobile content come under the ambit of the Ministry of Information and Broadcasting? While Mirchi Mobile may just be music and VJ-speak, what about made for mobile content? Will Cooddose.com's channel on Apalya, which is mobile and web only, also be governed by Mobile content?
It's not very difficult or expensive to set up an IVR based voice channel, a scaled down version of Mirchi Radio. But who governs it? With telecom emerging as a media platform, licensing and regulation of the medium won't be too far behind. Question is, what about the Mobile Internet?
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