Sunrise Radio continued its lead as the UK’s most listened to Asian radio station nationally and locally, according to latest RAJAR results for Q1/09.
Sunrise Radio managed to pull an extra 4,000 listeners since the previous quarter by notching up a weekly reach of 473,000 between January and March this year. Number of hours listening to the station remained steady at 6.4 hours.
After witnessing a drop in its number of listeners over nine months, the BBC Asian Network will be pleased to hear that the station added 26,000 listeners during the last three months. From 379,000 in the previous quarter to a weekly reach of 405,000 currently.
It’s also worth mentioning that the BBC Asian Network had sprung many changes to its schedule during the period of these results. Adil Ray was shifted to the new breakfast show and Jas Rao moved over to the afternoon ‘Drive’ show. Judging by the numbers, the new changes are working well for the Network.
Asian Network Head Vijay Sharma said, “These figures are a step in the right direction. We are at the start of refreshed strategy and a new schedule for the station. But it is certainly an encouraging start.”
As well as a hold as the UK’s most listened to Asian radio station, Sunrise Radio also held on to its own locally by clinging on to the top. The Avtar Lit owned flagship station has increased its weekly reach by 29,000 new listeners. Its audience has jumped from 309,000 previously to 328,000 now.
Sunrise Radio’s sister station Kismat Radio also added on new listeners. After a drop in the last quarter of 2008, Kismat has added 19,000 new listeners. The number of hours listeners tuning into the station remained unchanged with 7.1 hours. On the whole, Kismat Radio has added 10,000 listeners compared to six months ago.
Punjabi Radio was the only Asian radio station owned by the Litt Corporation that shed listeners. It has lost 5,000 listeners from a weekly reach of 35,000 in the previous quarter to 30,000 in the last three months.
Rival Panjab Radio, which broadcasts in London, West Midlands and West Yorkshire holds a weekly reach of 44,000 – that’s down from 49,000 in its first quarter on RAJAR. The number of hours listening to the station on average per week hovered around 6.7 hours, an increase since the previous quarter.
Club Asia, which has been losing listeners for over six months has finally added on new listeners. In the previous quarter, Club Asia’s weekly reach was measured at 172,000, it has increased its reach by 16,000 new listeners, taking it to 188,000. The number of hours tuning into the station stood at 5.2 hours.
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.