For more than a quarter of a century, Surjit Singh Ghuman MBE has been one of the most influential figures in British Punjabi broadcasting. As the founder of Panjab Radio, he helped create a station that has become a trusted voice for generations of listeners, connecting communities through language, culture, music, faith and conversation.
Since launching in 2000, Panjab Radio has grown into one of the UK’s longest-running Punjabi radio stations, navigating major shifts in media consumption while maintaining a loyal audience across Britain and beyond. Under Ghuman’s leadership, the station has expanded onto new platforms, ventured into television and travel, and continued to champion the needs and interests of the British Punjabi community.
At a time when traditional broadcasters are facing growing competition from streaming services, podcasts and social media, Ghuman remains convinced that radio’s unique ability to inform, connect and build trust remains as powerful as ever.
In this exclusive interview with BizAsia, Ghuman reflects on Panjab Radio’s enduring success, the importance of preserving Punjabi language and culture, the lessons learned from diversification, the sale of Panjab TV, and why he believes radio still has a vital role to play for future generations.
Panjab Radio has been broadcasting in the UK since 2000. What do you believe has been the key to its longevity and success as one of the UK’s longest-running Punjabi radio stations? Why do you think listeners continue to embrace Panjab Radio after more than 26 years, and what makes the station stand out in an increasingly competitive media landscape?
I firmly believe that the foundation of Panjab Radio’s longevity, success and continued relevance lies in its unique programming philosophy. While many radio stations compete for audiences through similar music, entertainment and presentation formats, Panjab Radio has always taken a fundamentally different approach.
When Panjab Radio was established 26 years ago, we introduced a programming format that, to my knowledge, was not being offered by any other radio station in the UK. We did not simply launch another Asian radio station; we created a distinctive broadcasting identity, built around the interests, values, culture and everyday lives of our listeners. That distinction is not merely a historical achievement. It remains our greatest competitive advantage today.
In an increasingly crowded media landscape, where audiences have more choice than ever before, retaining listener loyalty over more than two decades is a significant achievement. I believe this loyalty is no coincidence. It is the direct result of a programming strategy that has consistently delivered something audiences genuinely value and cannot easily find elsewhere.
Our listeners do not simply tune in to Panjab Radio out of habit; they tune in because they identify with what we represent, trust our content and feel a genuine connection with the station. That relationship cannot be replicated overnight, regardless of how much a competitor invests in marketing, technology or presentation.
From a programming perspective, I would argue that Panjab Radio is not in direct competition with other Asian radio stations in the UK. While we may operate within the same wider broadcasting market, our editorial approach, content proposition and audience relationship are fundamentally different.
Other stations may compete for the same advertising budgets or general listenership, but that does not mean they offer the same listening experience. Sharing an audience demographic is not the same as competing with an identical product.
Ultimately, formats can be copied, presenters can move between stations and technology can be purchased, but 26 years of listener trust, cultural relevance and a clearly established broadcasting identity cannot simply be bought or recreated.
That is why I believe Panjab Radio’s greatest asset is not merely its brand name, transmission coverage or history. It is the programming philosophy that built the brand in the first place. Our success has never depended on being another choice in the Asian radio market. It has depended on giving listeners a reason to choose Panjab Radio that no other station can easily replicate.
And after 26 years, that remains our strongest argument for both our past success and our future sustainability.
Radio has undergone significant changes with the rise of streaming, podcasts and social media. Do you believe radio remains as relevant as ever for British South Asian?
I firmly believe that radio is here to stay, regardless of the rapid growth of streaming services, podcasts and digital media platforms.
Technology will continue to evolve, and the way people consume content will undoubtedly change. However, radio occupies a unique position in people’s lives that newer platforms cannot entirely replace.
Radio is not simply a broadcasting medium; it is a tradition, a habit, a companion and, above all, a trusted source of information. Traditions that remain relevant and meaningful do not simply disappear because new technology emerges. They evolve, adapt and continue to serve generations.
One of radio’s greatest strengths is its immediacy and accessibility. Whether it is breaking news, traffic updates, severe weather warnings, community announcements or major national events, live radio can deliver information instantly, without requiring listeners to search for it, select content or navigate multiple platforms.
Unlike streaming services, which largely revolve around personal choice and on-demand entertainment, radio offers something fundamentally different: a shared, live experience that connects communities in real time.
Radio also provides something that algorithms and playlists struggle to replicate: the human connection. The familiarity of a presenter’s voice, the trust built over years and the feeling of belonging to a wider community create an emotional relationship that extends far beyond entertainment.
At Panjab Radio, we have witnessed this first-hand over the past 26 years. Our listeners have remained connected to us not simply because of the content we broadcast, but because of the trust, familiarity and sense of community we have built.
I do not see streaming platforms as the end of traditional radio. Instead, I see them as additional ways for radio to reach audiences. The technology used to deliver radio may change, but the fundamental need for live, trusted, relevant and accessible broadcasting will remain.
In my view, the future of radio is not about competing with every new digital platform. It is about recognising and strengthening what makes radio irreplaceable.
Streaming gives people access to content. Radio gives people connection, companionship, immediacy and a sense of belonging.
And that is precisely why I believe radio has not only a proud past, but also a strong and sustainable future.
Radio is not a technology that belongs to yesterday. It is a tradition that continues to find its place in tomorrow.
Communities, particularly in preserving Punjabi language, music, culture and identity? What unique connection does radio offer that other media platforms struggle to replicate?
I believe the real secret to successful broadcasting is understanding your community, recognising what matters to them and consistently delivering content that meets their needs and expectations.
Radio is not simply about what a station wants to broadcast; it is about understanding what its listeners want to hear. When audiences feel that a station genuinely understands their interests, values, concerns and aspirations, they develop a sense of trust, loyalty and belonging.
Panjab Radio has built its success on precisely this philosophy. For over 26 years, we have remained closely connected to our community, listening to its needs, understanding its changing expectations and shaping our programming accordingly.
We have never believed in following competitors or simply replicating what other stations are doing. Instead, our focus has always been on delivering meaningful, relevant and engaging content that reflects the lives of the people we serve.
Listeners are not loyal to a frequency; they are loyal to a station that understands them.
And that, in my opinion, is what sets Panjab Radio apart. Our longevity is not a coincidence. It is the result of understanding our audience and consistently giving them a reason to stay with us.
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Ultimately, the formula is simple: understand your community, deliver what it values, earn its trust and its loyalty will follow. Panjab Radio has been putting that principle into practice for 26 years, and that remains our greatest strength.
The launch on 558AM in Greater London marked an important step in Panjab Radio’s expansion. What was the strategic thinking behind acquiring the frequency, and how important is traditional AM broadcasting alongside DAB, online streaming and digital platforms in reaching audiences across different generations?
I have always believed that understanding the listening habits, expectations and cultural preferences of your audience is fundamental to the success of any radio station.
Within significant sections of the British Asian community, particularly among traditional radio listeners, AM and FM have long been regarded as the established and trusted platforms for radio broadcasting. For many, being available on these frequencies gives a station a sense of authenticity, credibility and permanence that digital-only platforms may struggle to achieve.
Recognising this was an important part of Panjab Radio’s broadcasting strategy. Our decision to launch on AM was not simply about transmission technology; it was about understanding our community and making Panjab Radio accessible through a platform that listeners already knew, trusted and valued.
We understood that if we wanted to build a lasting relationship with our audience, we needed to reach them on their terms rather than expect them to change their listening habits to accommodate us.
This decision reinforced our position as an established broadcaster and helped build the familiarity, trust and loyalty that have supported Panjab Radio for over 26 years.
Successful broadcasting is not always about adopting the newest technology first. It is about choosing the right technology for the audience you serve.
That is precisely what Panjab Radio recognised, and it demonstrates why understanding your community has always been at the heart of our success.
Beyond broadcasting, the group has diversified into businesses such as Pearl Travel, while Panjab TV represented an ambitious move into television. What have these ventures taught you about diversification, and following the disappointing performance of Panjab TV, has the group’s strategy shifted towards strengthening its core radio business? What opportunities remain for growth beyond traditional broadcasting?
The story behind the launch and growth of Pear Travel is closely connected to Panjab Radio and the strong relationship we have built with our listeners over the past 26 years.
Since 2003, Panjab Radio has been organising religious pilgrimages to Pakistan, particularly to commemorate the Gurpurab of Sri Guru Nanak Dev Ji. These tours proved extremely successful, bringing together members of our community through shared faith, heritage and spiritual experiences.
Building on that success, in 2019 we expanded our religious tours to include the Panj Takht Yatra in India, allowing our listeners to visit the five sacred Takhts of the Sikh faith. Once again, the response from our audience was overwhelmingly positive.
Following the COVID-19 pandemic, we recognised an opportunity to broaden our travel offering beyond religious pilgrimages. We began organising escorted group tours to destinations across Europe, the Far East, Asia and beyond. These tours were a natural progression, driven by the trust our listeners had already placed in us and their growing appetite for travelling together.
As our tour operations expanded, so did our requirement for airline tickets and travel arrangements. This naturally led us into the air ticketing business and the wider travel market, ultimately establishing Pear Travel as a dedicated travel business.
What makes Pear Travel particularly interesting is that it was not created simply to enter a competitive commercial market. It evolved organically from an existing relationship of trust with the Panjab Radio community. We identified what our listeners wanted, delivered it successfully and gradually expanded our services in response to their needs.
Panjab TV – A Different Journey
The launch of Panjab TV was also driven by our listeners, many of whom had expressed a desire to see Panjab Radio’s content and community-focused programming extended to television. However, looking back, I believe we entered the television market later than we ideally should have.
By the time Panjab TV was launched, the traditional satellite television landscape was already undergoing significant changes. The use of older Sky boxes was declining, viewing habits were shifting towards streaming and on-demand platforms, and the opportunities for new channels to reach audiences through newer Sky platforms were becoming increasingly limited.
There was also a more fundamental commercial challenge.
In my experience, operating a Punjabi television channel sustainably through advertising revenue alone is extremely difficult. The economics become particularly challenging when a broadcaster must also fund its own original programming, transmission and operational costs.
Some channels can sustain themselves through viewer appeals and donations, while others benefit from access to existing programming produced in India, substantially reducing their content costs.
We deliberately chose not to adopt an appeal-based funding model, and our own programming commitments meant that our operating costs remained significant.
Ultimately, I had to make a commercial decision based on the long-term viability of the business rather than allow continued investment in an operation that was not delivering a sustainable return.
For these reasons, I decided to cut my losses and dispose of Panjab TV with effect from 1st October 2026.
It was not necessarily an easy decision, but I believe it was the right one from a financial and strategic perspective. Successful business management is not only about recognising opportunities; it is also about knowing when to withdraw from an investment that no longer makes commercial sense.
Returning to Our Core Strengths
My priority now is to concentrate entirely on what I know best and where my experience, knowledge and passion truly lie: radio broadcasting.
Panjab Radio has been built on a distinctive programming philosophy, a deep understanding of our community and the trust of listeners who have remained loyal to us for more than two decades. That is where I believe my attention and energy can create the greatest value.
Meanwhile, Mandeep looks after Pear Travel, continuing to develop the travel business and build on the strong foundations established through our relationship with the Panjab Radio audience. Both businesses have their own direction, management focus and opportunities for growth.
For me, the lesson from these experiences is straightforward: not every business opportunity needs to be pursued indefinitely, and not every expansion will deliver the results originally anticipated. The important thing is to understand your strengths, recognise changing market conditions and have the confidence to make difficult decisions when necessary. Panjab Radio remains my passion and my greatest area of expertise.
After 26 years, I am more convinced than ever that our future lies in doing what we have always done best: understanding our community, delivering programming that matters to them and maintaining the trust that has made Panjab Radio such an enduring part of their lives.
Looking ahead, what does the next chapter look like for Panjab Radio? How do you plan to build on more than 25 years of broadcasting, retain loyal listeners, attract younger Punjabi audiences and strengthen digital engagement? With audiences consuming content across so many platforms, what will it take to ensure Punjabi radio remains commercially sustainable and culturally significant for the next generation?
The only way to survive in this digital age and keep your audience is to monitor your audience’s needs, for example if someone is hungry they need food not water to stop their hunger. Long live Radio and Long live Panjab Radio.
