Sunrise Punjabi Radio pulls out of RAJAR

The Sunrise Radio owned Punjabi Radio will stop reporting to RAJAR from the next quarter, BizAsia.co.uk can confirm.

RAJAR, the company which provides radio listening figures on a quarterly basis for many stations across the country confirmed the news.

It is not clear why Punjabi Radio has pulled out the audience measuring system but high subscription costs could be a factor. The Litt Corporation’s other stations, Sunrise Radio and Kismat Radio will continue to remain on RAJAR.

Out of all its brands, Punjabi Radio has the smallest audience due to it being digital-only. In the last quarter, Punjabi Radio registered a weekly reach of 34,000, up from 30,000 the previous quarter. However, its audience is relatively smaller than its closest rival, Panjab Radio, which also broadcasts on DAB digital radio. Panjab Radio�۪s audience in the last quarter hovered around the 61,000 mark – a 17,000 increase since its Q1/09 data.

Incidentally, Time 107.5FM owned formerly by the Litt Corporation, will also stop reporting to RAJAR.