EXCLUSIVE: Sunrise Radio acquires Club Asia

BizAsia.co.uk has learnt that the UK’s leading Asian radio network, Sunrise Radio, has won the licence for the troubled young Asian station, Club Asia.

Sources close to BizAsia.co.uk have confirmed that Sunrise Radio’s bid for the station was way ahead of rival bids that came from existing stations and consortiums.

Also as revealed on BizAsia.co.uk last week, Club Asia will be branded to Buzz Asia, once all has been approved by the administrators, Mazars and media regulator, Ofcom.

Buzz Asia will continue with Club Asia’s ethos by targeting a 15-34 year-old audience. The music mix is also expected to remain similar for the next few months as the station fully evolves into a Sunrise Radio network channel. Buzz Asia is likely to use Sunrise Radio�۪s younger crop of presenters with names such as Tony Patti, Paul Shah, Deepa Rai (formerly Anushka of Club Asia) and Sophie King springing straight to mind.

There has been speculation that Sunrise Radio’s owners, the Litt Corporation had built a consortium to secure further funding for the acquisition of Club Asia, however this could not be confirmed at the time of filing this article.

It is believed that Buzz Asia’s imaging will begin on Club Asia’s airwaves across London (963AM, 972AM and online) from the end of this month.

The Litt Corporation has given its strongest hint of the Club Asia acquisition today by running a promo on its Sunrise TV channel, reading “Buzz Asia is coming soon to London”.

Furthermore, Sunrise Radio has already purchased the following website addresses for Buzz Asia: www.buzzasiaradio.com and www.buzzasiaonline.com, however both are currently displaying holding pages.

Ofcom told BizAsia.co.uk that whilst it was not in the position to give details of Club Asia�۪s buyer, it did however confirm that the licencee’s name was in process of being changed.

An Ofcom spokesman said, “We can confirm that Ofcom has received a request from the administrators of Club Asia Radio Ltd to transfer the radio station�۪s licence to another company. At the moment, though, Club Asia�۪s licence is still held by Club Asia Radio Ltd (in administration).”

Mazars and Sunrise Radio were unable to comment on the story due to legalities. It is likely both parties will make an official announcement later this or early next week.

Club Asia went into administration last month after months of financial difficulties. The station was set-up and owned by sisters Humerah Ahmad and Sumerah Srivastava. In an interview with BizAsia.co.uk, Sumerah said that they will continue to welcome proposals from third parties for new ventures that extend and license the Club Asia brand to new markets, sectors and media.

Lastly, it’s good to see that the Litt Corporation decided to name its new station, Buzz Asia, maybe a little inspiration from your favourite website – BizAsia.co.uk!

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