MUMBAI:Just four days after it launched in Kochi, Radio Mirchi made its presence felt in the north east by launching a station Guwahati on 21 April.

Assam's poster boy of music Papon, who was recently feted as vocalist of the year at the Mirchi Music awards, launched the station.  According to Mirchi, Papon has handpicked the songs and has provided inputs for the shows that will air on Radio Mirchi, which will run on the 95 FM frequency.

RJs Gaurav, Pallavi and Ayesha have been roped in to keep Guwahati entertained throughout the day on Radio Mirchi with their wit and banter, regular updates about what’s happening in the city and unique opinions on songs and movies released.

While bringing Mirchi to Guwahati, care has been taken to ensure that Assam’s own rich culture, language and heritage is reflected in the product. Apart from Bollywood music, listeners will be treated to Assamese “aadhunik gaan”, says an official release.

Mirchi will keep its listeners entertained by bringing in cutting edge radio content, comedy, updates and infotainment that will keep listeners hooked. The shows have been designed after extensive research, talking to and interviewing hundreds of people across all walks of life; and keeping in mind the life of listeners and to echo what Guwahati is thinking and talking about, the release adds.

Speaking on the occasion, Papon said, “I am a son of Assam – a son of Guwahati - and I want to thank my fans as their love has helped me get to where I am. My association with Radio Mirchi goes back many years. When Mirchi approached me to help develop the product for their station in Guwahati, I was very pleased since this is a way I felt that I could give back to the city. Radio Mirchi is India’s No. 1 radio station and they have a proven track record in delivering a great listener experience.  I have given my inputs on the song list and the shows for the Radio Mirchi Guwahati product and I’m sure it will strike a chord with the listeners. It was a great pleasure working with the Mirchi team.”

Guwahati already has established FM stations that Mirchi will need to compete with - Big FM, Red FM and Radio Oolala and Radio Gupshup are already functioning in the city with a population of 9,57,352 as per official census report for 2011.

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