MUMBAI: Entertainment Network (India) Limited has launched its Radio Mirchi 95 FM radio station in Hyderabad. The station went on-air at 6 am today, with the voice of Southern superstar Chiranjeevi being the first voice on the station.

Radio Mirchi 95 FM Hyderabad is the 10th station of ENIL to start operations. Radio Mirchi 105 FM Jaipur and Radio Mirchi 93.3 FM Bangalore went on air on 17 April, making them the first private FM radio stations to go on-air under the Phase II of radio privatization.

In the Phase II bidding process, over 250 frequencies across 90 cities were successfully auctioned in a process that lasted 5 weeks in January and February 2006. ENIL was successful in winning 25 licenses in addition to the 7 stations it already operates.

Speaking on the occasion, ENIL MD & CEO A P Parigi said that with these back to back launches, ENIL had managed to demonstrate its project management capabilities. He added that in all three stations detailed market research was carried out to provide inputs to programming - so that the station reflected the tastes and aspirations of each city.

Under the Phase II rules, radio stations are permitted to commence broadcasting by way of interim transmission facilities in Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad and Jaipur.