RAJAR Ratings: Kismat Radio biggest climber


The Litt Corporation’s adult contemporary music station, Kismat Radio has had a surge of listeners in the past 3 months, according to official data from RAJAR.

In figures released today for Q4/10, Kismat Radio’s audience has jumped to 164,000, an increase of 33,000 listeners from the previous quarter. In Q3/10, Kismat Radio had a weekly reach of 131,000.

Kismat Radio’s listenership has nearly doubled from last year with it surpassing the audience reach of youth sister station, Buzz Asia for the second time.

Overview of Kismat Radio
This time last year:��85,000
As it stands now:��164,000
Difference:��+ 79,000

Sunrise Radio led the way as the UK’s most listened to Asian radio station but only just. A resurgent BBC Asian Network is now breathing fire down the old rival’s neck.

Sunrise Radio managed to stay ahead with a weekly reach of 481,000 despite losing a huge 26,000 listeners. It comes as a surprise why so many listeners have turned off when the group’s other station Kismat Radio has been performing so well.

If you compare the station’s data with this time last year, Sunrise Radio National was at a similar position with just 2,000 less listeners this year.

Overview of Sunrise Radio National
This time last year:��483,000
As it stands now:��481,000
Difference:��- 2,000

The uncertain future and immense media coverage has helped the BBC Asian Network add an extra 15,000 new listeners. The station’s weekly reach stands at 477,000, up from 360,000 listeners last year and 462,000 in the last quarter.

The BBC Asian Network is currently 4,000 listeners behind Sunrise Radio National and its listenership is expected to rise further in the coming months on the back of ongoing media coverage.

Andy Parfitt, Controller, BBC Asian Network, says, “I am delighted for the team. Despite this difficult and uncertain time for the staff the great work continues.”

Overview of BBC Asian Network
This time last year:��360,000
As it stands now:��477,000
Difference:��+ 117,000

Sunrise Radio did well locally in Greater London but lost 1,000 listeners compared to the previous quarter. Its audience now stands at 371,000.

Year-on-year, the station’s listenership has grown by 7,000 listeners.

Overview of Sunrise Radio London
This time last year:��364,000
As it stands now:��371,000
Difference:��+ 7,000

Panjab Radio had somewhat of a disappointing quarter. It lost 66,000 listeners in Q4/10, down from 194,000 in Q3/10 to 128,000. The main reason for this fall was the station coming off from the national multiplex back to regional in scattered parts of the UK (London, West Midlands and West Yorkshire).

Over the past twelve months, the station’s regional broadcast has witnessed a huge growth of an extra 84,000 listeners.

Overview of Panjab Radio
This time last year:��44,000 (regional)
As it stands now:��128,000 (regional)
Difference:��+ 84,000

The Litt Corporation’s youth station, Buzz Asia has finally had some repreive by clocking up 6,000 new listeners up to 113,000. This is the first sign of growth for the station since it was acquired by the owners of Sunrise Radio. It remains to be seen whether Buzz Asia will be able to sustain and continue on the road to recovery in the coming quarter.

Overview of Buzz Asia
This time last year:��167,000
As it stands now:��113,000
Difference:��- 54,000

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.


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