With the clock ticking, Sunrise Radio Group has upped its strategy to sustain its network of radio stations including Sunrise Radio, Kismat Radio and Buzz Radio.
As of Monday 9th September, Sunrise Radio Group Chairman Avtar Lit has made special appearances on various shows giving listeners details of the financial issues the station is suffering. On Tuesday 10th September, the regular mid-morning show was scrapped to make way for a special 4-hour donations show hosted by senior presenters Ravi Sharma and Sarita Sabharwal. On-air promos of donation pledges have begun airing on top of each hour.
The station is pledging money via its website with donations being requested online, cheque, phone, post or directly in bank accounts. The website states the following:
“For more than 20 years Sunrise Radio has been a part and parcel of Asian life in Greater London. Because of the economic downturn it is having to look for new revenue channels to sustain its services, so in the future the station will be funded by the listener۪s donation as well as advertising. Sunrise Radio Group which includes Sunrise Radio, Kismat Radio, Buzz Radio and Punjabi Radio is asking you to donate whatever you can and your donation will only be used for sustaining the services which are world class for the Asian Community.”
Last week, a London court granted Sunrise Radio Group 42 days to pay HMRC over 400,000 it owed. The broadcaster now has until Monday 14th October or face further action.