Lyca Media has officially launched its much publicised retro Asian music station, Lyca Gold.
The station launched this morning at 06:00, with ‘Gold Breakfast’ presenter, Kajal the first to take to air with her opening link “Welcome to Lyca Gold”.
Lyca Gold was given the go-ahead in the summer after Ofcom approved DilSe Radio’s format change from a speech-led station to a retro Asian music service.
Spearheading Lyca Gold is Raj Baddhan, the CEO of Lyca Media. Talking exclusively to BizAsiaLive.com about the new station, Baddhan said, “Lyca Gold is an exciting new chapter in the UK radio industry. Not only will Lyca Gold be the UK’s first retro Asian music station, it will also be the first Asian radio brand in the UK to target a 40+ audience.”
He added, “Since I took over Lyca Media at the beginning of this year, I wanted to bring in radio concepts that make a good listening. We have two brands – Lyca Radio – a station skewed for a 25+ audience featuring younger singers, while Lyca Gold – a station targeting a 40+ audience, featuring legendary singers. We’re covering a wider audience and a huge spectrum across London with our two prominent brands.”
Concluding his message about Lyca Gold, Baddhan stated, “Lyca Gold will bring the biggest and best ever songs from the 60s to 99. We will give our listeners a feel of nostalgia and refresh those beautiful memories gone by.”
Lyca Gold is available now on 1035AM and DAB in London. It is also available on LycaGold.com and smart-speaker. Soon, Lyca Media will be launching its new mobile app.