Catering to the needs of Indian communities in the UAE, the first Malayalam FM channel in the region went on air yesterday, bringing the total channels aimed at Keralites to four.
Launched by Radio Asia, the 24-hour 94.8 FM will feature new, interactive programme formats focusing mainly on music, film and entertainment.
Malayalees in the emirates will be able to listen to their favourite songs and air their views live on air through different programmes.
"We have ambitious expansion plans in place for the channel," said Kish Bandhopadhyay, Chief Executive of the Bose Group of companies to which Radio Asia belongs.
Brij Bhalla, General Manager of the station, said that youngsters would be the target audience of this channel.
"We are trying to expand the market. The idea is to make it a contemporary station. We have already finalised the programme format. We are currently fine-tuning it. The other added features of the station are request shows from our listeners, news headlines in English and Malayalam, in addition to business news." Bhalla added that Radio Asia's Malayalam service on 1575 AM will continue to deliver programmes to listeners all over the Gulf, with a focus on news, current affairs and infotainment, dramas and serials covering a wide range of subjects and concepts.
"Our AM station will be more focused on news while the newly-launched FM will centre itself on entertainment which suits the youngsters."
He added that six months of research has gone into the new FM station.
Vettor G. Sreedharan, Programme Director of the station, said that the production team is a rich blend of experienced and new talent, who have been working over the last few weeks to create refreshing, stimulating and entertaining programmes.
First Malayalam FM channel in region goes on the air
First Malayalam FM channel in region goes on the air