MUMBAI: Radio Mirchi's new Hyderabad station will have to wait another week to track the listenership data till the RAM results start incorporating it in their weekly tracking system.

The station, that launched on 2 June 2016, however, believes that its unique strategy of going ad-free for the initial month is going to pay it rich dividends in the long term.

Mirchi adopted a similar strategy of staying ad-free in Bengaluru where it launched in May this year.  (Radio Mirchi launch in Bengaluru)

Radio Mirchi is capitalising on Bollywood music in the twin cities of Hyderabad and Secundrabad.
A reliable source from Mirchi says, "Currently, our main focus in on the content we produce and need to experience which product might work differently. The need of Bollywood music was something needed to be addressed in Hyderabad. And Mirchi succeeded in fulfilling it."

Radio Mirchi Chief Programming Officer Tapas Sen says , “Hyderabad has an immense appetite for Hindi music and we are happy to offer our first 24x7 Bollywood Music Radio Station, in line with the Mirchi brand elsewhere in the country. Mirchi is a fun loving, sunshine and a youthful radio station with slick and premium packaging. To stay true to the promise of an enhanced listening experience we have decided to keep the station advertisement free for the first month. Zero ads & Maximum Music, now that’s the experience people have been eagerly waiting for."

Says our source," It is still quite early to say anything about listenership. Although, the feedback we have got from the listeners and others has been quite impressive."

Mirchi has gone creative in its programming as well. The station has started by giving unique names to the RJs, adding a Bollywood touch. RJ Salman hosts the morning show, followed by RJ Kareena and RJ Katrina for noon and afternoon shows, the evening drive time is hosted by RJ Alia. The night show is common across all stations, Purani Jeans with RJ Sayema.

Radio Mirchi's superhit properties like Mirchi Top 20, Mirchi Murga with RJ Naved, Mirchi Club Hindi will be introduced shortly.

The Telugu speaking city of Hyderabad needed a Hindi speaking radio station for the Telugu population that speaks Hindi and secondly, for those who have migrated to the IT city for jobs.

The question now is - will the advertiser bite?
Other radio stations that exist in the city are Bol Radio 90.4 MHz, Radio City 91.1 MHz, AIR Rainbow 101.9 MHz, AIR Vividh Bharati 102.8 MHz, BIG FM 92.7 92.7 MHz, IGNOU Gyan Vani 105.6 MHz (educational station, on air from 18.00 to 22.00 hours), Radio Mirchi 98.3 MHz, Red FM 93.5 MHz, Radio Mirchi 95 MHz, Fever 94.3 FM (Coming soon, in test transmission)
Radio Charminar