RAJAR: BBC Asian Network & Sunrise Radio add over 100k listeners

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RAJAR -BBC Asian Network or Sunrise Radio
RAJAR -BBC Asian Network or Sunrise Radio

Both the BBC Asian Network and Sunrise Radio have done tremendously well in the latest round of official UK radio listening figures released by RAJAR for Q1/13.

While the BBC Asian Network leads in this quarter (January – March) with 101,000 new listeners, Sunrise Radio nationally boosted its reach with 130,000 new listeners in the same period.

The BBC Asian Network has recently overhauled its output and the general consensus is that the changes seem to be connecting well with listeners. The station has revamped its music playlist too with prominence given to Bollywood. During this period, the station had partnered up with various UK concerts and events and got praise for its Red Button special programming from the BBC Asian Network archives.

The BBC Asian Network has added 101,000 new listeners this quarter, taking up its weekly reach to 554,000. Its listening hours stood at 5.8 hours – that’s one hour less compared to the previous quarter. This time last year, the station was in a similar position with 540,000 listeners – it has 14,000 new listeners compared to last year.

Overview of BBC Asian Network National
This time last year: 540,000
As it stands now: 554,000
Difference: + 14,000

After a couple of bad quarters, Sunrise Radio National made some headway with a better than expected performance. During this quarter, the company faced some negative press after its stations were taken off from the Sky Digital platform. As well, as that it was in this quarter, that Sunrise Radio and Punjabi Radio ceased broadcasting in the West Midlands on DAB digital radio.

Sunrise Radio added an impressive 130,000 new listeners during this quarter. It was also being listened to longer from 6.1 hours to 7 hours. Interestingly, with the station not being as widely available as before in various parts of the country, its reach has gone up – mainly down to the strength of individual shows. Sunrise Radio only broadcasts in Scotland and Greater London on digital radio now.

Sunrise Radio National’s weekly reach stands at 492,000 up from 457,000 this time last year. Comparatively, it has added 35,000 new listeners from a year ago.

Overview of Sunrise Radio National
This time last year: 457,000
As it stands now: 492,000
Difference: + 35,000

Local
Sunrise Radio in Greater London has done well locally too – regaining lost ground from the previous quarter. The station’s weekly reach stood at 349,000 – up from 227,000 listeners – increase of 122,000 new listeners. The station’s listening hours increased too to 7.6 hours. It has also added 64,000 new listeners on a year-on-year basis.

Overview of Sunrise Radio London
This time last year: 285,000
As it stands now: 349,000
Difference: + 64,000

Kismat Radio’s multi-language strands seem to be clicking with listeners after it added 20,000 new listeners in the past quarter. The station delivered a weekly reach of 89,000 listeners – up from 69,000 listeners.

Year-on-year, Kismat Radio was down by 16,000 listeners.

Overview of Kismat Radio
This time last year: 105,000
As it stands now: 89,000
Difference: – 16,000

Youth Asian radio station, Buzz Asia, which rebranded to Buzz Radio in this period pulled in just 60,000 listeners. Its audience was down by 28,000 listeners from 88,000 listeners in the previous quarter. The station has since gone under a few programming and management changes. It was also during this period that Breakfast presenter Donni Brasco departed from the station. The flagship show’s listenership fell too.

Year-on-year, the station has lost a huge 59,000 listeners.

Overview of Kismat Radio
This time last year: 119,000
As it stands now: 60,000
Difference: – 59,000

Other UK based Asian radio stations such as Radio XL in Birmingham, Sabras Radio in Leicester, Asian Sound in Manchester and other digital and community Asian radio stations do not subscribe to RAJAR.

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