Sabras Radio is regarded by many in the industry as the pioneers of Asian radio in the UK. The first broadcasts undertaken by the Sabras Radio team were in 1976 with a local BBC radio station. Subsequently, and for many years, Sabras Radio operated within the GWR Group, before becoming totally independent by winning its own licence on 7th September 1994 to broadcast on 1260AM.
Both, national and local advertisers have been quick to seize the opportunities offered by this platform which connects the advertiser to one of the wealthiest sections of UK society today.
Sabras Radio is available on 1260AM in the whole of the East Midlands and parts of others including Birmingham, Coventry and as far south as Milton Keynes. On digital, Sabras Radio is available in the Leicester area. 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 Radio enjoys one of the the largest average listening hours and is listened to by a large section of its target audience in the region.
The continued success of Sabras Radio has allowed the station to undertake a wide range of activities including many significant outside broadcasts and other specialist RSL’s (Restricted Service Licence) for important religious and cultural events such as Diwali, Ramadan and Vaisakhi.
Sabras Radio is also a shareholder in Now Digital Limited which owns two digital multiplexes in the East Midlands and on which in addition to simulcasting its AM programmes, it also broadcasts a Hindu religious digital service in Leicester called ‘Sanskar Radio’, which is available at www.sanskarradio.com .
According to Sabras Radio’s Managing Director, Don Kotak, “Sabras means all tastes 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 can be picked up on 1260AM, DAB and online.