Dubai-based Radio Asia, a subsidiary of Kolkata-based Bose Group of Companies, launched Radio Asia 94.8 FM in Dubai today. The 24-hour Malayalam FM service went live on a day when more a million expatriate Malayalis in the Gulf state were celebrating Vishu, which is the beginning of the Malayalam New Year.
When contacted for his comments on the launch, Srinjoy Bose, Director, Radio Asia, told exchange4media.com said that while Radio Asia had been meeting the needs of a cross-section of listeners through news, drama and infotainment, the focus of the FM radio would be to reach out to the “young, vibrant and trendy Malayali population based in Dubai.”
On the revenue front, the FM radio is expected to contribute nearly 50 per cent of Radio Asia’s overall revenue. Bose added that the company expected a 50 per cent upswing in revenue turnover in the current fiscal.
The channel will be promoted extensively through media in the coming weeks, he said.
Looking ahead, Bose said the company could be launching a Hindi FM radio station in India but a final step in this direction would rest on the TRAI decision with respect to revenue sharing.
With regard to the programming of Radio Asia 94.8 FM, he said the group is confident of taking competition head on. “For the first time, regional talent would be showcased on such a big platform overseas,” he said.
Vettoor G Sreedharan, Programme Director, Radio Asia, had earlier stated in a release that “our aim will be to entertain our listeners with an exciting blend of music that will appeal to all tastes and age groups, whilst keeping a contemporary feel.”
Radio Asia had launched a 24-hour Malayalam service on 1575 AM some 14 months ago. It was also the first to launch a commercial Malayalam service in the Gulf in 1992.
“My love for media has bought me to Dubai and we diversified into this exciting medium of radio. We are already in the media business in India and this is basically extension of our media business,” Swapan Sadhan Bose, Chairman of Radio Asia, was a quoted as saying.
The launch of Radio Asia 94.8 FM “provides us with a wonderful opportunity to reward our loyal listeners and advertisers, who have supported us for over 11 years, with an unrivalled choice and quality of programming,” said Brij Bhalla, General Manager of the station, in a release.
The Bose Group also owns and runs Sangbad Pratidin, the third largest Bengali newspaper published from Kolkata.