Sabras Radio is regarded by many in the industry as the pioneer of Asian radio in the UK. The first broadcasts undertaken by the Sabras team were in 1976 with a local BBC radio station. Subsequently, and for many years, Sabras operated within the GWR Group, before becoming totally independent by winning its own licence in 1994 to broadcast on 1260AM. It enjoys the largest average listening hours of any commercial station in the UK and is listened to by an estimated 80% of its target audience in the region.
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.
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 (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 can be picked up on 1260AM, DAB and online. 1260AM can be clearly heard as far south as Milton Keynes.