London’s recently launched station, Lyca Gold has got off to a flying start in official data published by RAJAR for Q4/21.
It covers the quarter up until 19th December 2021 with Lyca Gold increasing its weekly reach from 38,000 in Q3/21 (as Dilse Radio) to 68,000. The station, which broadcasts on 1035AM in Greater London, clocked up record high average listening hours, up from 4.7 hours to 8.2 hours. Lyca Gold’s average listening hours were the largest for any UK Asian radio station in this quarter, measured by RAJAR.
Lyca Gold launched in September 2021 as the UK’s first and only retro Asian music station. It was one of the biggest changes made under Lyca Media’s CEO, Raj Baddhan, who decided to drop Dilse Radio, in favour of Lyca Gold, which is positioned for an audience aged 40 and over.
Raj Baddhan, CEO of Lyca Media said, “I am thrilled with today’s audience data for Lyca Gold. It’s always exciting yet nerve-racking to launch a product but to see how Lyca Gold has been received in this quarter by our listeners, it makes all the hard work worthwhile. The station has indeed made a promising start.
“I wholeheartedly would like to thank our advertisers and sponsors for supporting the launch of Lyca Gold, as well as our loyal listeners that have embraced Lyca Gold so warmly and a huge thanks to my wonderful team for their hard work and dedication over the past few months.”
