ENIL forays into US through content & brand licencing deal
MUMBAI: Entertainment Network India Limited (ENIL), the parent company of Radio Mirchi, has entered into a brand and content licencing agreement with a US-based radio broadcaster to use the company’s trademarks and content. The broadcaster’s programmes will primarily target the South Asian community in the US.
The broadcaster is currently operational in eight US markets namely Philadelphia, Baltimore, Raleigh, Durham, Atlanta, Columbus, Cleveland, St. Louis and Richmond. The brand and content licencing agreement is operational from 26th January.
“We are pleased to inform that the Company’s US subsidiary, Viz. Entertainment Network, LLC has entered into a Time Brokerage arrangement with a US-based broadcaster to broadcast radio programmes and content that target the South Asian community in New York and New Jersey,” ENIL said in a filing to the BSE.
ENIL operates in radio broadcasting under the brand Radio Mirchi in India with more than 63 million listeners across the country. Radio Mirchi is the first India radio brand to go into the international markets. It had forayed in the UAE market in 2012.
It operates FM radio broadcasting stations in 52 Indian cities and is headquartered in Mumbai.