Lyca Media has announced the launch date of its much promoted new retro Asian music station, Lyca Gold.
Lyca Media, which runs three key radio stations in London – Lyca Radio, Dilse Radio and Time 107.5FM, will be rebranding its Dilse Radio service into Lyca Gold, effective from Monday 13th September AT 06:00. With Lyca Gold, the station will remove its speech content from its output and instead focus on retro Bollywood music from 50s to 90s – making it the first UK radio station of its kind.
Lyca Gold is a station targeting a 40+ audience, with songs on Lyca Gold featuring singers like Mohd Rafi, Lata Mangeshkar, Asha Bhosle, Kishore Kumar, Kumar Sanu, Alka Yagnik, Udit Narayan, Talat Mehmood and Mukesh.
A soft launch for Lyca Gold is being rolled out on Monday 6th September, with official programming set to takeover from Monday 13th September.
Raj Baddhan, CEO of Lyca Media said, “After months of teasing our listeners with Lyca Gold feelers, we’re delighted to confirm that Lyca Gold officially goes live on Monday 13th September 2021 at 6am. We’ve garnered huge interest from advertisers and agencies for Lyca Gold. Its a unique product, which will fill a much vacant gap in the market.”
Lyca Gold’s launch partner is the popular TV channel, Colors Rishtey. The channel is the home of popular fictions like ‘Balika Vadhu’, ‘Barrister Babu’, ‘Sasural Simar Ka’ and ‘Swabhiman’. Colors Rishtey is available on Sky 713 and Virgin Media 827.
Lyca Gold launches on Monday 13th September on 1035AM (London), DAB digital radio (London), LycaGold.com, Alexa and Google Home.