Asian FX has been confirmed as the new name for a 24-hour hit digital music radio station in the West Midlands.
The new station launched on the West Midlands DAB service last week and also previously had two test names Q Asia and Urban Asia.
Panjab Radio who is behind Asian FX, signed a contract with MXR digital to be a service provider on their West Midlands multiplex earlier this year.
Asian FX officially begins broadcasting (with presenters) at the start of 2008, until then it hopes to generate enough noise around the new addition as a direct commercial competitor to fellow West Midlands stations Radio XL and Sunrise Radio.
Last week, Panjab Radio also launched in the West Midlands on DAB replacing the slot left vacant by Jazzfm, with its 128kbps capacity being split into two 64kbps – one for Panjab Radio and the other for Asian FX.
Asian FX is also planning to launch its website at www.asianfx.co.uk.