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Asian FX Radio set for rebrand to Jeo Radio

As revealed exclusively on last week, Panjab Radio has sold Asian FX Radio after it was acquired by senior radio presenter, Sarita Sabharwal. can now confirm that Sabharwal will rebrand Asian FX Radio to Jeo Radio. According to official documents filed with Companies House, Sabharwal is named Director of the new station, along with Michael Duke.

Sabharwal, a prominent UK radio personality started her radio career on Sunrise Radio and then later switched to Lyca Radio in 2014. After leaving Lyca Radio, Sabharwal set up her online radio station, Dhoom Radio. understands that Jeo Radio will be targeting an older audience and therefore will request Ofcom for a format change from Asian FX Radio. It is worth stating that Asian FX Radio was targeting young Asians.

Jeo Radio has been registered under the company Jio Radio Limited. Jeo Radio will broadcast in North London 1584AM and DAB. The station will broadcast initially from the old Asian FX Radio studios based at Panjab Radio’s Hayes office.