City eveninger Mid-day's station becomes the third private FM player in Mumbai to go on air from today.

Christened Go 92.5 FM, the channel will be a music based, city based radio station. Says Rajesh Tahil, who heads Go 92.5 FM, "We will have the best hit music and new music and loads of city info through our Mid-day network in every galli of this city." Like Radio Mirchi and Win 94.6 that have taken off earlier, Go 92.5 is targeted at the young English speaking listener with more English content than Hindi.

Go 92.5 FM's towers are located at Belvedere Court in Mumbai Central. So far, a staff of 20 has been recruited. An outdoor and print campaign is already in place, while the company also plans to have email and event campaigns to promote the radio channel. The channel has already signed on 17 advertisers for its various shows like Radio Talkies, Horn OK Please, Catch 33 and Radio X which will air between 4 pm to midnight. Tahil says Go 92.5 is looking at a market share of 25 per cent and hopes to break even in three years.

Go 92.5 is modeled on the model that Radio Midday created before it went off air in 1998. "Great programming, great presenters, innovative ideas for advertisers and an identity that is uniquely Mumbai " is how Tahil terms it.