MUMBAI/ BANGALORE: Following a trial period of one week, Entertainment Network India Ltd (ENIL) radio brand -- Radio Mirchi formally went on-air in Bangalore today. Radio Mirchi 95 FM is the second 24 hour FM radio station to go on-air in Bangalore.

The first FM radio station in the city is Music Broadcast Pvt LTD Radio City. Radio Mirchi is the first brand to go on air in the phase II FM, within three months after completion of the Phase II bidding.

The information & broadcasting had earlier this year awarded 280 licences to 36 private operators for running FM radio stations in 91 cities.

Speaking on the potential of FM radio to revolutionise media consumption, ENIL CEO and MD AP Parigi said “Radio's strength is its immense flexibility, adaptability and suitability for a modern and active life. It is the best companion. Thus our aim is to deliver programmes that are relevant to the people of Bangalore. This is a station for the people of Bangalore - playing their music and speaking their language.”

He further added that “We expect the Mirchi style of programming of Radio Mirchi to revitalise the position of radio in Bangalore, just the way we have been able to win the loyalty of listeners in Mumbai, Delhi, Kolkata and other cities.”

The station is positioned as a sunshine channel, with a baseline which reads "It’s Hot" With round the clock programming, Radio Mirchi will bring in contemporary music, city happenings, Bollywood gossip, special interviews, exclusive film promotional tie-ups and lots more. 24 hours hit Hindi music is what Radio Mirchi promises to deliver to its listeners, informs an official release.

Radio Mirchi 93.3 FM will broadcast a diverse mix of shows including Hello Bangalore, a charged up breakfast show to say hello! to a bright new day; Bombat Bhama, a gossip based show for the housewives; Bitti Ticket, for the latest gossip from the films, an afternoon show for the students; Chill Maadi, a chilled out evening drive time gaming show; Mirchi Talkies for retro music and Dr. Love, to handle teenager love problems.

Moreover, the station uses the ‘best of class’ transmission and studio equipment to broadcast crystal clear stereophonic sound to its listeners.

ENIL had launched its first radio station in the city of Indore in October 2001. At present Radio Mirchi is operational in 10 cities which includes Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Jaipur, Indore, Ahmedabad and Pune.