Radio Mirchi on 98.3 in Jaipur

JAIPUR: Bollywood actor Vidya Balan launched Radio Mirchi on 98.3 FM here on a common frequency on Friday. The radio station was earlier operational in the city on 105 FM and is the first FM station to go on air for 24 hours.

Entertainment Network (India) Ltd (ENIL) managing director and CEO AP Parigi said: ‘‘Earlier this year, private FM operators had made a presentation to the ministry of information and broadcasting seeking permission to switch over to a common frequency per operator across markets.

Radio Mirchi listeners in Delhi, Mumbai, Kolkata and Chennai already enjoy the advantage of tuning in to the radio station on 98.3 FM.

From this month, listeners of Radio Mirchi in Bangalore, Hyderabad and Jaipur too can tune in to the station at 98.3.’’ Parigi further said: ‘‘Operating from a common frequency will provide us with the benefit of building brand in a common manner and help make our communication more effective across cities.’’

He added that Radio Mirchi was launched in Jaipur on April 20 as the first 24-hour FM radio station in the Jaipur. Within just three months, the radio station has established its leadership. According to the Car Track research — conducted by IMRB in June 2006 — the in-car listenership of radio as a medium has touched the 75% mark, with Radio Mirchi leading at 55%.

He said Radio Mirchi enjoys a listener base of 14 million on a daily basis, which has made Radio Mirchi the biggest FM radio operator.