Sabras Radio, the Midlands most listened to Asian radio station is celebrating ten years of broadcasting today (7th September).

The first broadcasts undertaken by the Sabras team were in 1976 with the local BBC radio station. Subsequently, and for many years, Sabras operated within the GWR Group. In 1980, Sabras built an excellent reputation not only among its huge audience but also within the large and vibrant business community in the region. Initially known as Sunrise Radio in the East Midlands and then its new avatar as Sabras Radio in 1995 broadcasting on 1260AM, the station has went on to big things.

Only this year, in July, Sabras Radio begun its transmission in London on 558AM. The station has also spread its wings to be heard in wider parts of the Midlands reaching right up to the Milton Keynes area.

Sabras Radio is also a shareholder in Now Digital (East Midland) Limited which owns two digital multiplexes in the East Midlands and on which in addition to simulcasting its AM programmes, it also broadcasts a unique mixture of formats on a new service ? ?A Plus?. Web streaming across the internet has now made Sabras global and latest data shows that its streaming service has been listened to by people in no less than 76 countries.

?SABRAS means all tastes?, says Don Kotak the Managing Director, ?and that has been the secret of our success. A carefully balanced programming schedule incorporating appropriate music, languages and speech content to reflect and blend all the demands of today?s British Asian audience has proved to be a winning formula. I am confident that this winning formula can be extended to the potential listeners in London and the surrounding areas?.

Sabras Radio will be announcing big celebration plans later this month with a day worth of cash prizes this coming Friday (9th September). To mark the occasion Sabras will be giving away ?100 every hour from 7:30am throughout the day for ten hours. As well as the mullah, Sabras also has plenty of other surprises up its sleeve, listen out to Sabras all this month as it gets even bigger!