Added: (Mon Jul 02 2001)

Pressbox (Press Release) -
Editor’s Contact: Natalie Besbrode
Tel: 020 7439 1399 / natalie.besbrode@s-presso.com

Radio Asia 558 AM, the only Asian radio station specifically targeting 2nd and 3rd generation Asians, will become known as CLUB ASIA from July 9th 2001. The website www.clubasianonline.com will also go live on this day. Live audio streaming of the current CLUB ASIA programming will be available and in August the site will introduce a chat room, gig guide, up to date news and downloadable Asian ring tones. At this point CLUB ASIA will be broadcasting via the internet and digitally around the clock. The CLUB ASIA identity overhaul emphasises the new direction that the station is adopting in its crusade to provide a radio service for a younger generation of British born Asians.

CLUB ASIA will broadcast predominantly in English, as opposed to Hindi and Urdu, offering 2nd and 3rd generation Asians an up to date station that they can identify with.

“East has met West and young Asians today have a different attitude. They have had to learn how to marry their ingrained culture with going out clubbing with friends, who may or may not be Asian. CLUB ASIA intends to unite the Asian youth with a voice that truly identifies with them, saying it’s cool to be Asian” Sumerah Ahmad, Station Director

CLUB ASIA offers a unique music mix of: Bhangra, Bollywood, UK produced Asian hits, remixed popular music from Pakistan and India, and mainstream R&B. A hard-hitting line up of presenters will carry the output, including well-known figures who have worked at the BBC, MTV and Zee TV. The CLUB ASIA programming will be interspersed with regular news bulletins focusing on British Asian community issues, and a daily discussion programme, The Forum.

The Forum will create shockwaves as the lid is taken off controversial issues affecting the Asian community. Discussions will include topics such as: child abuse, arranged marriages, domestic violence, divorce and homelessness. Each Forum will feature several guests including an expert in the related field of discussion. The debates promise to be animated and listeners will be invited to contribute by phoning, e-mailing or faxing the station.
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For further information contact: Natalie Besbrode @ S-Presso PR
Tel: 020 7439 1399 / natalie.besbrode@s-presso.com

Available for interview: Sumerah Ahmad - Director, CLUB ASIA
Visuals Available


Note to Editors:
Club Asia broadcasts on Spectrum International to Greater London. The new programming has resulted from in-depth research into the Asian community. The new format intends to target the 2nd and 3rd generation Asians of today and tomorrow. Club Asia has a current listenership of 125,000 (RAJAR - Radio Joint Audience Research)
Over 86% of UK Asians speak English as their main language.
By 2002 there are set to be over 2 million Asians in the UK.
There are 650,000 living in the Greater London area, with 400,000 Young London Asians (under 35)

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