MUMBAI: Hyderabad will have its second private FM radio channel with Music Broadcast Pvt. Ltd.'s (MBPL) Radio City 106.4 FM going on air on 30 May.

Recently, Radio Mirchi kicked off in Hyderbad.
The station was launched today by South superstar Nagarjuna, who unveiled the Radio City logo and frequency.

The launch of Radio City 106.4 FM is supported by 360 degree marketing campaign. Some of the off-air initiatives to connect with the listener include road shows, human inflates at high density areas, Radio City booths at malls and multiplexes, on-ground contests & events, Radio City branded buses, cavalcade around the city.

Radio City debut in the city with an exclusive tête-à-tête with Nagarjuna and RJ Vamsee on his early morning show Kusalama...Hyderabad.

According to an official release, Radio City 106.4 FM programming is an outcome of an extensive and in-depth research undertaken by the industry experts. This has resulted in a host of customized Hindi and Telugu programmes reflecting the 'true Sound of Hyderabad'.

Radio City 106.4 FM will cater to the tastes of discerning music lovers cutting across students, housewives, working men which will ultimately give advertisers a great value for their money spent.

With shows like Re-charge Hyderabad, Chalo Chalte Raho and Life ho to Aiseech, Filmcity Express, specially developed for Hyderabad, the programming mix of Radio City 106.4 FM includes shades of romance, comedy, josh, fantasy, novelty, unpredictability & masti - something to please everyone, in every mood, adds the release.

Speaking on the occasion of the launch, Radio City CEO Apurva Purohit said, "Hyderabad is an extremely important market for us and we are eagerly looking forward to engage with our listeners. Our music expertise, innovative programming line-up, and our brand promise of 'City Mein Kho Jao' will enthuse listeners to indulge and escape with the help of music. We hope the success we have enjoyed in cities like Bangalore, Mumbai & Delhi with listeners making Radio City an integral part of their lives would be duplicated here in Hyderabad as well. "

As a prelude to the launch, Radio City had organized a RJ Hunt in the city of Hyderabad. The selected RJs were provided rigorous training to hone their skills to develop them into all-round professionals.

Radio City has lined up a host of RJ's with RJ Anuj for Recharge Hyderabad, RJ Apoorva for Life Ho To Aiseech with RJ Kamesh and RJ Vamsee.