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The web has enabled more and more people to become better informed about the world thanks to the relatively free and instant sharing of information across national borders. However, there are parts of the world where consumers don’t get to participate in the global conversation due to a lack of such a technological infrastructure. In the past we’ve seen VascoDe provide SMS versions of popular apps such as Twitter and Gmail, and now Kan Khajura Tesan is an always-on radio station that those in electricity-scarce locations can access by calling it on their cell phone.

The problem with traditional media such as TV and radio is that they require devices being plugged in at all times. In rural areas in countries such as India, mains electricity is scarce, meaning portable mobile phones have become citizens’ primary device. Developed by Hindustan Unilever Limited, Kan Khajura Tesan — which translates as Ear Worm Radio Channel — is a new station that aims to reach those in media blackspots. Users simply phone the memorable 1800 3000 0123 number on their device and hang up after it’s connected. The radio will then phone them back and listeners will have access to free entertainment for as long as they stay on the line. The station is funded by advertisements and, according to HUL, the project has already reached 11 million subscribers.

Watch the video below to learn more about the project:

Kan Khajura Tesan serves to deliver entertainment to those who otherwise can’t access it, while also opening up an avenue for marketing in locations other companies can’t reach. Could a similar service be set up for more worthy causes, such as the dissemination of political news or emergency information?