Ofcom has approved the format change of Lyca Media’s Dilse Radio switching from its speech-led format to a retro Asian station.
Lyca Media, which also operates the popular London based hit Asian music station, Lyca Radio, will focus on two formats – one targeting a 25+ demographic based in London and Dilse Radio, which will eventually turn into a retro Asian music station for a 40+ audience.
The changes come as a part of Lyca Media’s new CEO Raj Baddhan, who has been working continuously since his appointment in January, to elevate the two Asians to new heights.
Dilse Radio broadcasts on 1035AM in London, as well as DAB, online & smart-speaker. Up until now, the station’s format was to broadcast speech-led programming. However, the new plans will make Dilse Radio, the only UK Asian station with strong retro music content.
Approving the change, Ofcom confirmed the new station format for Dilse Radio will be as follow:
“A retro Asian music radio station targeting over 40-year old Asians in London. Playing music from 50s to 90s era & no current music. Also inclusion of lifestyle speech.”
Elaborating on this, Raj Baddhan, CEO of Lyca Media said, “I’m grateful to Ofcom for approving the format change for Dilse Radio, which will make it the only UK Asian station to have robust retro music output for London and beyond. Furthermore, the plans and rebrand we have in mind, will make Dilse Radio the only station for our listeners to tune into for the best of legendary singers like Mohd Rafi, Lata Mangeshkar, Kishore Kumar, Asha Bhosle and others.”
Lyca Radio will continue focussing on newer music, with popular songs from 70s-90s fused in between. Like Lyca Radio, Dilse Radio will now go into revamp mode with new shows and presenters being added in the coming weeks. This will be followed by a huge marketing campaign.
