Ofcom has awarded the re-advertised London AM licence to the current licence holder Sunrise Radio.
Six applications were made to run the radio station on 963/972 AM, but Ofcom has announced today it will infact remain with Sunrise.
“Sunrise Radio” has been operating in London since 1989, and recently moved frequency from 1458 AM after Dr Avtar Lit’s Sunrise Radio Group went into administration on 13 January 2014. The frequency was sold to Lyca Media which rebranded the station as Lyca Radio and the Sunrise brand moved to 963/972 AM, previously used by Buzz Asia.
Sunrise faced strong competition from Asian Fx, Masti Radio, Lyca Voice, Sabras Radio and Share Radio. It will continue to provide a music led service for London Asians aged 15 to 34 with a mix of Asian music and other more mainstream music.
In making the award, Ofcom said that Sunrise Radio had demonstrated robust financial plans and realistic audience projections based on an audience retained over the previous licence term. The Broadcasting Licence Committee felt it was an indication that Sunrise Radio could reasonably be expected to deliver the stability necessary to maintain the service for the duration of the licence.
The applications in full were:
Asian Fx Limited
A LIVELY, CONTEMPORARY ASIAN/URBAN MUSIC-LED SERVICE TARGETING ASIAN LONDONERS AGED 15-44
London Air Radio Limited (Masti Radio)
A MUSIC-LED SERVICE FOR GREATER LONDON’S ASIAN POPULATION, ESPECIALLY ADULTS AGED 15-44, FEATURING A MIX OF ASIAN/OTHER MUSIC AND SPEECH IN APPROPRIATE LANGUAGES
Lyca Media II Limited (Lyca Voice)
A SPEECH-LED STATION AIMED AT ALL AGES OF SOUTH ASIAN LISTENERS IN LONDON WITH LIVELY NEWS, INFORMATION, OPINIONS, PHONE-INS, DEBATES, SPORT AND ENTERTAINMENT. DAYTIME OUTPUT WILL COMPRISE AT LEAST 70% SPEECH. IT WILL INCLUDE SOME MUSIC APPEALING TO A WIDE RANGE OF ASIAN LISTENERS AND WILL BE PRESENTED IN ENGLISH WITH SOME ITEMS IN OTHER RELEVANT LANGUAGES
Sabras Radio Limited
A CONTEMPORARY MUSIC-LED SERVICE FOR LONDON ASIANS PREDOMINANTLY TARGETTING THOSE AGED 15-44, WITH A MIX OF ASIAN AND MAINSTREAM MUSIC INCLUDING UK ASIAN, BHANGRA, BOLLYWOOD AND R’n’B/URBAN AND POP. SPEECH ELEMENTS TO INCLUDE DISCUSSIONS/NEWS OF INTEREST TO THE TARGET AUDIENCE AND STRONG EMPHASIS ON LOCAL NEWS
Share Radio Ltd
A SPEECH RADIO STATION DEDICATED TO PERSONAL FINANCE, INCLUDING MONEY AND INVESTMENT NEWS
Sunrise Radio (London) Ltd
A MUSIC-LED SERVICE FOR LONDON ASIANS PRIMARILY TARGETING THOSE AGED 15 TO 34 WITH A MIX OF ASIAN MUSIC AND OTHER MORE MAINSTREAM MUSIC WHERE APPROPRIATE