EXCLUSIVE: Sanjhi Awaz Radio sets launch date

The West Midland’s new digital radio station, Sanjhi Awaz Radio will be launched on Thursday 15th April, BizAsia.co.uk can exclusively confirm.

Sanjhi Awaz Radio’s ethos will be to promote music, arts, language and culture of Punjabi speakers from the Sikh, Hindu and Muslim communities.

The Birmingham based station; Sanjhi Awaz Radio is being touted as a direct competitor to Radio XL on a local level. The station has also told BizAsia.co.uk that it also plans to fight Sunrise Radio, Panjab Radio, Punjabi Radio and Asian FX for market share, who all “broadcast from Southall but are not providing a local service for the Midlands.”

The station has asserted that it is not a community station but a full-time digital commercial Asian radio station like its rivals Radio XL, Sabras Radio and Sunrise Radio.

Sanjhi Awaz Radio has also told BizAsia.co.uk that it will broadcast in 128 kilobytes and not 64 kilobytes like rivals Panjab Radio, Asian Fx and BBC Asian Network.

Sanjhi Awaz Radio’s launch details come as a welcome after it emerged today the BBC Asian Network will be leaving the digital radio platform nationally after the BBC axed its service.

Sanjhi Awaz Radio launch coincides with the Sikh festival of Vaisakhi in April. The station replaces The Arrow, which was previously available on digital radio.