MUMBAI: After Ahmedabad, Surat, Jaipur and Lucknow, Radio Mirchi takes its new brand Mirchi Love to the cultural capital of Maharashtra, Pune, from today.

Entertainment Network (India) Ltd informed the Bombay Stock Exchange that the company has commenced broadcast from its radio station at Pune on the frequency 104.2 FM, acquired under Phase 3 auctions held in the last fiscal. This is Mirchi's second station in the city and has been branded 'Mirchi Love', like its counterparts in Ahmedabad, Surat, Jaipur and Lucknow. The Ahmedabad, Surat and Jaipur stations were launched on 7 September 2016, while the Lucknow station launched on 17 October 2016.

ENIL 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.

The new Mirchi station will compete with six existing stations including the parent Radio Mirchi brand which runs on the 98.3 FM frequency. The other stations operating in Pune are Radio City, Radio One, the state owned All India Radio, and two community radio stations - Radio FTII (Film & Television Instiute of India) and Vidyavani (University of Pune).

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