A new 24-hour radio station targeting young Asians is to launch in the West Midlands.

Urban Asia is part of Panjab Radio’s ambitious plans to expand its portfolio to attract the younger generation.

Earlier this week, BizAsia.co.uk exclusively revealed in our Whispers۪ section that a new youth radio station was to launch in the West Midlands.

A press release said, Urban Asia aims to represent and promote the unique Asian culture, values, traditions, and customs. The station aims to provide an upbeat service that will have high quality, informative and entertainment programmes.

Last month, we also revealed how Panjab Radio was to expand its DAB output to the West Midlands via the MXR Multiplex. Urban Asia will also broadcast on the same multiplex.

Panjab Radio Managing Director Surjit Singh Ghuman said: “After the initial success of Panjab Radio in the West Midlands I was confident that Urban Asia will receive the same treatment. We aim to reach out to the youth, keep them away from crime and in touch with their roots.”

Urban Asia will be a music led station, with approximately 90% music compared to 10% speech, broadcasting twenty-four hours a day, seven days a week on DAB radio, playing a mixture of Bhangra, Bollywood, R&B, Dancehall and mainstream music.

“I am so excited for this venture; it just shows what sheer hard work and determination can create. All that۪s left is to hear what our listeners say!” said Sangeeta, Urban Asia presenter.

Urban Asia and Panjab Radio both launch in the West Midlands on DAB on 26th October 2007.