MUMBAI: Mumbai-based Geodesic Information Systems (GIS) and Idea Cellular have jointly announced the launch of Idea Radio - a mobile internet radio service.

Built on Geodesic's Mundu Radio technology, Idea Radio will enable Idea's 20 million subscribers to tune in to a range of entertainment channels, 24 hours a day, without the need to carry a separate device, or to be within the limited range of FM radio stations.

Idea subscribers will also be able to listen to music in a wider variety of genres including Bollywood, dance, Indi-pop and love songs, and also niche genres including devotional music, music from the 80s and 90s, regional music such as Punjabi and Bhojpuri, and western Pop, Rock, Hip-hop, Jazz and much more. The technology is designed to allow unlimited channels to be added to the offering.

Subscribers access the service through their GPRS-enabled mobile handsets. An activated, internet-enabled GPRS connection is bundled with the Idea Radio subscription. Several flexible subscription options will be made available including Rs 149 per month or Rs 10 per day.

GIS MD Kiran Kulkarni said, "Mobile devices are the preferred mode of entertainment today, and the Idea Radio implementation is representative of Geodesic's stated strategy to provide revenue-enhancing mobile solutions to service providers."

Idea Cellular's chief marketing officer Pradeep Shrivastava said, "Idea Radio will allow users experience mobile entertainment without the need to carry separate devices. We are also confident that our new initiative will contribute towards promoting the music ecosystem at large."