A brand new community radio station is eyeing to launch on digital radio in the West Midlands region, BizAsia.co.uk can reveal.

The station called ‘Sanjhi Awaz’ will be directed by local businessmen Mr T S Patara and Mr Kewal Singh from their studios in Smethwick.

Sanjhi Awaz’s description as provided to media regulator Ofcom is, “the station will promote music, arts, language and culture of Punjabi speakers from the Sikh, Hindu and Muslim communities.”

Sanjhi Awaz will be broadcasting round the clock, seven days a week targeting “almost the entire Asian community in the West Midlands as we will be broadcasting in Punjabi, Hindi, English and Urdu”, according to the station’s website.

Sanjhi Awaz joins an already congested market in the West Midlands with Sunrise Radio, Radio XL, Panjab Radio, Asian FX, and BBC Asian Network already broadcasting in the region.

The new station will be broadcasting on the MXR West Midlands digital radio multiplex.

According to the station’s website: “Sanjhi Awaz represents many different types of music in one voice. We take pride in our culture and therefore will endeavour to reach out to everyone through our programming. Punjabi, Bhangra, Hindi, Ghazals, Classical, Bollywood & Popular Culture.

“We will have various talk shows that discuss many issues within the Indian culture. Tackling taboo subjects can sometimes be a difficult matter however with the help of the community we can come together to provide a service that breaks barriers and brings forward issues that will help our local community for the better. Other matters such as financial and immigration will be regular features, listen out for more information!”

BizAsia.co.uk exclusively covered a whisper on this station last week – see here: Biz Asia Industry Whispers – Issue 150.

An exact launch date has not yet been confirmed for the new community station.