BBC Asian Network ups the ante on marketing

The BBC Asian Network is splashing out in a huge way on its biggest ever marketing campaign starting next week across television, radio and online.

‘The New Sound of Asian Britain’ campaign launches on Monday 4th February and profiles the Network’s passion for the best in Asian music and culture.

The TV trail to be shown on BBC TV creates a new musical soundtrack, especially composed, from many shorter musical scenes layered and looped together. It mixes modern influences like drummers and DJs with more traditional Asian sounds and instruments including Bollywood singing. This reflects the range of Asian music played on Asian Network, how new Asian talent is championed and different styles are fused together.

The campaign features Asian Network’s (and Radio 1’s) award winning Bobby Friction, Hip Hop turntablist, DJ Kayper, rapper Mumzy and Bhangra singer H Dhami.

Radio1 and acting Asian Network Controller Andy Parfitt says of the campaign, “The Asian Network campaign shows how music has been developed on Asian Network into a key part of the station’ s identity. Music talent like Bobby Friction and DJ Kayper illustrate perfectly what Asian Network offers its young audience.”

Asian Network DJ Bobby Friction says, “Our listeners want to hear the best Asian music, new and old. Asian Network is all about supporting this music plus the up and coming artists, and you can’t get this great Asian music as deep, and on tap anywhere else. Taking this message to TV is huge and hopefully fans of Asian music will come and sample what’s on offer”.

The Asian Network will also be available to digital TV viewers via the Red Button for the first time this February.