The BBC's Asian Network is launching its biggest ever marketing campaign, whilst becoming available via the Red button on digital television platforms for the first time. The television, online and radio adverts will position the station as The New Sound Of Asian Britain.
The ads launch on Monday 4 February 2008 and profiles the network's passion for Asian music and culture.
The campaign features Asian Network's Bobby Friction, hip hop turntablist DJ Kayper, rapper Mumzy and Bhangra singer H Dhami.
Andy Parfitt, Controller of Radio 1 and Acting Controller of Asian Network, says of the campaign: "The Asian Network campaign shows how music has been developed on Asian Network into a key part of the station's identity. Music talent like Bobby Friction and DJ Kayper illustrate perfectly what Asian Network offers its young audience."
Bobby Friction says: "Our listeners want to hear the best Asian music, new and old. Asian Network is all about supporting this music plus the up-and-coming artists, and you can't get this great Asian music as deep, and on tap anywhere else. Taking this message to TV is huge and hopefully fans of Asian music will come and sample what's on offer."