Lyca Media has announced Colors Rishtey as the Channel Sponsor for its soon-to-launch retro Asian music station, Lyca Gold.
Dilse Radio is turning into Lyca Gold this September. With Lyca Gold, the station will remove its speech content from its output and instead focus on retro Bollywood music from 50s to 90s – making it the first UK radio station of its kind.
Lyca Gold is a station targeting a 40+ audience, with songs on Lyca Gold featuring singers like 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, “We’re pleased to welcome Colors Rishtey as the launch Channel Sponsor of Lyca Gold. The Colors Rishtey brand is synonymous with retro content and thus fits in nicely with the Lyca Gold brand. This is the start of an exciting partnership between IndiaCast, Viacom18 and Lyca Media.”
Commenting on the launch, Govind Shahi, Executive VP – International Business – IndiaCast, said, “We are quite excited to be associated with Lyca Gold, a radio channel that will reach out to a unique set of audiences in the UK similar to Colors Rishtey. We wish team Lyca all the best and look forward to the wonderful content planned by them.”
Colors Rishtey is the home of popular fictions like ‘Balika Vadhu’, ‘Barrister Babu’, ‘Sasural Simar Ka’ and ‘Swabhiman’. Colors Rishtey is available on Sky 713 and Virgin Media 827.
Lyca Gold launches this September on 1035AM (London), DAB digital radio (London), LycaGold.com, Alexa and Google Home.