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
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 RSLís (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 Ė ĎA Plusí. 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 todayís 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