Lyca Media has announced that it is replacing its Dilse Radio brand with Lyca Gold.
Earlier this summer, Ofcom approved Lyca Media’s request to change Dilse Radio’s speech-skewed format to a retro Asian music station. With work now underway for the launch of Lyca Gold, its parent company, Lyca Media has confirmed that Dilse Radio will soon be phased out.
The company’s new CEO, Raj Baddhan, has been working endlessly on repositioning Lyca Radio and Dilse Radio, since his appointment in January this year. In May, Lyca Radio unleashed its new sound with an emphasis on hit Bollywood music from recent years. With Dilse Radio, the work was a lot more challenging due to approvals from Ofcom and a huge rebrand exercise.
Come September, Lyca Media will be running two differentiated radio brands, catering for a large South Asian audience in London. Lyca Gold will become the UK’s first and only radio station targeting a mature audience, with a retro Asian music format.
Lyca Radio – A station targeting 25+ audience. Typical songs featuring singers Arijit Singh, Shreya Ghoshal, Rahat Fateh Ali Khan, Sonu Nigam, Sunidhi Chauhan, Jubin Nautiyal and Atif Aslam.
Lyca Gold – A station targeting 40+ audience. Typical songs featuring singers Mohd Rafi, Lata Mangeshkar, Asha Bhosle, Kishore Kumar, Kumar Sanu, Alka Yagnik, Udit Narayan, Talat Mehmood and Mukesh.
Raj Baddhan, CEO of Lyca Media said, “Since I joined the Lyca Group at the beginning of this year, my vision has been clear. I wanted to give Londoners two stations with the best of Asian music from various eras. Lyca Radio has had a stupendous response since I joined and I know Lyca Gold will be a huge success. There is no other radio station in the UK targeting an older audience and Lyca Gold will cater specifically for that market. A huge thanks to my team who have been working tirelessly on the Lyca Group stations.”
Lyca Gold launches soon on 1035AM, DAB digital radio, LycaGold.com, Alexa and Google Home.