MUMBAI: Entertainment Network (India) Ltd launched its second frequency acquired under phase III auctions in Lucknow today (17 October 2016).

The station has been launched on the 107.2 FM frequency. The company informed the Bombay Stock Exchange today that it has commenced broadcast from its radio station at Lucknow (107.2 FM).

The radio station's second frequencies in the existing markets have been branded as ‘Mirchi Love’. The stations launched under the new brand name are Mirchi Love Ahmedabad (104 FM), Mirchi Love Jaipur (104 FM) and Mirchi Love Surat (91.9 FM). We believe the Lucknow station too will fall under the same brand name with Radio Mirchi already existing in the city. 

ENIL had invested over Rs 339 crore during the first stage of the phase III FM auctions and bagged 17 new channels across 16 cities. These include new cities like Chandigarh, Kochi, Kozhikode, Jammu, Srinagar, Guwahati and Shillong. It has also acquired an additional frequency in existing markets like Bangalore, Hyderabad, Ahmedabad, Pune, Kanpur, Lucknow, Jaipur, Nagpur and Surat.

Kochi, Guwahati, Bengaluru, Hyderabad and Chandigarh launched earlier this year.

ENIL will now own 49 stations all over the country, up from its existing 32. This also includes the licenses it bought for Amritsar, Patiala, Shimla and Jodhpur from Oye FM of the India Today Group.

The new Mirchi station will compete with Fever FM, Radio City, Big FM, Red FM, Gyan Vani and CMS Radio in the city of the nawabs.

Read more: ENIL to launch new channels - 'Mirchi Love' - in three existing markets