It's about a simple insight that has transformed not only how a brand is seen by its audience, but how it sees itself. It restates the importance of interrogating the who and the how, at a time when the marketing industry has been increasingly distracted by the why. The programme was designed to help Asians integrate into the UK and covered issues such as language and cooking, alongside music and dance from Indian and Pakistani films. By , local radio stations in the Midlands started broadcasting in Asian languages. A decade later, Asian Network was born. As it evolved, its remit shifted to Asian cultural preservation, with editorial focused on Asian music, cultural and religious issues.
How a simple insight helped BBC Asian Network become % relevant
Origins[ edit ] BBC television had broadcast an Asian news programme, Nai Zindagi Naya Jeevan , since from its studios in Birmingham; this series followed a traditional news and current affairs format. In BBC Radio Leicester , responding to the growth of the size of the South Asian population in Leicester , introduced a daily show aimed primarily at that community in the city. At one point the audience consisted of 67 per cent of the South Asian community in Leicester. Branding and schedule changes[ edit ] In April the first wave of schedule changes were introduced with further changes coming into effect on 14 May and 21 May with weekend changes occurring from 17 June. In , this was re-branded again to add prominence to the Asian aspect of the logo.
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