MUMBAI: The phones just don't stop ringing it seems since Star India-backed Radio City's mega interactive radio game show went onstream. A month since the launch of Radio City 91 FM Suno Aurr Lakhpati Bano in Mumbai, the show has received over 10 million phone calls, the station claims.

Launched on October 7, the game show asked questions on air every hour from 8 am to 5 pm. Listeners are able to participate & answer questions via telephone and SMS.

The simple mechanism of the contest encouraged continuous listening thus building habit, with questions - and opportunities to win - on the top of the hour every hour, and a live draw every night for the day's super bumper winner. Hourly bumper winners get Rs 1,000 and a chance to get selected for the 9pm super bumper draw. The selected "super bumper winner" is then asked three questions for an initial Rs 1,000. With each correct answer the winnings go up 10 times, up to Rs 100,000.

Sumantra Dutta, COO, Radio City, was quoted in an official release as saying: "Star has taken the successful game show format from television (Kaun Banega Crorepati) to radio, extending the reach with our audiences across different media." According to Dutta, the success of the show has led to an increase in retail advertising on Radio City in the last one month.

Radio City currently operates in Bangalore, Lucknow and Mumbai and expects to begin broadcast in New Delhi within the next few months.