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RAJAR Ratings: BBC Asian Network zooms up

The BBC Asian Network has finally seen a growth in its listenership, according to Q2/10 data supplied by radio audience measuring body, RAJAR.

No doubt boosted by endless press coverage about the imminent closure of the station’s national DAB output, the BBC Asian Network gained an extra 80,000 listeners – the biggest growth for any Asian radio station during this period.

After audience numbers dwindling over the past year, this is the biggest upswing for the station in a long time. The BBC Asian Network delivered a weekly reach of 357,000 during Q1/10 but now stands at 437,000 in Q2/10. It was during this period, listeners found out about the fate of the station.

However, if we break this up further, the BBC Asian Network, which spends millions of pounds a year on its national digital broadcasts, will be disappointed to hear that 189,000 out of the 437,000 listened to the station digitally. The majority was tuning into the analogue service in the Midlands – 248,000.

It was also during this time, the BBC Asian Network made a few schedule changes, including the departure of Adil Ray, bringing back Sonia Deol in the mid-morning slot and shifting Noreen Khan to the ‘Drive’ slot.

Vijay Sharma, Head of BBC Asian Network, comments, “I am pleased that in a period when we have introduced Sonia Deol, Tommy Sandhu and Noreen Khan to our strong daytime schedule we have seen an increase in listeners. It is a testament to the station’s staff, who have worked very hard to produce quality programming.”

Overview of BBC Asian Network
This time last year: 421,000
As it stands now: 437,000
Difference: + 16,000

The other national station, Sunrise Radio also witnessed an upsurge in its listenership. In the previous quarter, the station saw a fall to 444,000, however this time around it regained that loss with a few extra listeners. The station’s weekly reach for Q2/10 stands at 498,000, a gain of 54,000 new listeners.

Overview of Sunrise Radio National
This time last year: 494,000
As it stands now: 498,000
Difference: + 4,000

Panjab Radio, which was broadcast for the last time on the national multiplex during this period, saw its audience dwindle by a small margin. It lost 17,000 listeners compared to the previous quarter and totaled 155,000. The station decided to close its door on broadcasting nationally due to high costs and low returns but remains fully committed to its regional services.

Overview of Panjab Radio
This time last year: 61,000 (regional)
As it stands now: 155,000 (national)
Difference: + 94,000

Local
Sunrise Radio’s Greater London frequency continues its dominance in the region. It racked up an extra 41,000 listeners during the sampled period. Moving up from 323,000 in Q1/10 to 364,000 in Q2/10 – the same figure as Q4/09.

Most listeners that had tuned in during this period were listening on the analogue frequency – that’s 302,000 out of the 364,000 – others tuned in on digital platforms such as online, DAB and digital TV.

Year on year, the station improved its audience with a 34,000 increase.

Overview of Sunrise Radio London
This time last year: 330,000
As it stands now: 364,000
Difference: + 34,000

Its sister stations – Kismat Radio and Buzz Asia had less reason to be jubilant after losing listeners. Kismat Radio shed 19,000 listeners – down from its record weekly reach of 131,000 during Q1/09 to 112,000 in Q2/09. 83,000 of the listeners tuned in on analogue out of the total mentioned. Year-on-year, the station’s audience still looks better with an increase of 21,000 listeners since this time last year.

Overview of Kismat Radio
This time last year: 91,000
As it stands now: 112,000
Difference: + 21,000

There was further disappointing news for the recently acquired Buzz Asia. The Lit Media owned station has lost an incredible 82,000 listeners since this time last year (station was then known as Club Asia). The station shed 11,000 listeners from Q1/10, it now stands with a weekly reach of 120,000.

Overview of Buzz Asia
This time last year: 202,000
As it stands now: 120,000
Difference: – 82,000

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