Sunrise Radio

What Sunrise Radio does

Sunrise Radio is a commercial Asian hit music radio station founded in 1989 and headquartered at Sunrise House, 140 East Parade, Bradford, United Kingdom. The station broadcasts Asian music, including Bollywood, Bhangra, Lollywood, Punjabi, Ghazals, Qawalis, Naats, Shabads, and Bhajans, alongside news and culturally specific programming targeted at British Asian communities in Yorkshire and, increasingly, across multiple UK regions. It operates as a private, family-run business led by Chief Executive Usha Parmar and Managing Director Raj Parmar.

The station distributes content through a multi-platform infrastructure spanning FM (100.6FM and 103.2FM in West Yorkshire and Calderdale), DAB+ digital radio in Bradford, Leeds, Manchester, East Lancashire, Milton Keynes, Derby, and Halifax, as well as iOS and Android mobile applications, Apple TV, Roku, and online streaming via sunriseradio.fm. Core products include the main Sunrise Radio service, the sub-brand Sunrise Radio Gold (classic Asian hits), the Sunrise Creator Network (a UK-based TikTok LIVE agency), a Listener Club loyalty membership, and podcast series. Technology relies on conventional broadcast and streaming architecture with no disclosed AI/ML capabilities or proprietary APIs.

Sunrise Radio's revenue model is advertising-led, monetized through single spot airtime sales (£32+VAT per 30-second spot during 0700-2300), multi-day package campaigns ranging from £300 (2 days) to £1,750 (28+ days), commercial production services at £125+VAT, and custom jingle production between £199 and £1,500. Customers are predominantly local and regional businesses seeking access to the British Asian demographic. Operational expansion has been driven through Small-Scale DAB multiplex licence awards (Ofcom awards to MK Digital Media Ltd, Derby DAB Limited, and Halifax DAB) and the wholly owned subsidiary MK Digital Media Ltd, with active broadcast presence across at least six UK regions as of 2026.

Name

Sunrise Radio

Legal name

Sunrise Radio

Website

https://sunriseradio.fm

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Sunrise Radio is a UK-based commercial Asian hit music radio station founded in 1989, serving British Asian communities across West Yorkshire, Manchester, Milton Keynes, Halifax, and Derby via FM, DAB+, mobile apps, Apple TV, and Roku, with advertising as its primary revenue stream.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (516110)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Commercial Terrestrial Radio Broadcasting (AM/FM) (MPAIAEAA)

akta.pro secondary industries

Digital Radio Broadcasting (DAB/DAB+, HD Radio) (MPAIAEAD), Local Multicultural/Language Broadcasters (Spanish/Asian/Other Local Markets) (MPABACAI)

Keywords

• Asian radio broadcasting
• Digital radio streaming
• Community radio programming
• Radio advertising services
• Commercial radio station

Headquarters

HQ city

Bradford

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Advertising - Single Spot Rates: Radio advertising spots aired during day/evening hours (0700-2300) at £32.00+VAT per 30-second spot
2. Airtime Packages: Package advertising with multiple spots distributed across the broadcast day, ranging from 2-day (£300) to 28+ day campaigns (£1750)
3. Commercial Production: Custom commercial production services including script, voice-over, and music bed at £125+VAT
4. Custom Jingle Production: Composed custom jingles ranging from £199 to £1500

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Sunrise Radio is a commercial Asian music radio station broadcasting from Bradford, UK, serving British Asian communities with Bollywood, Bhangra, Lollywood, Punjabi, and other Asian music formats alongside news and cultural programming. The station distributes content across FM (100.6FM, 103.2FM), DAB+ digital radio, mobile apps (iOS/Android), Apple TV, Roku, and online streaming. Revenue is generated primarily through on-air advertising spots and airtime packages sold to local and regional businesses, supplemented by commercial production services and custom jingle production.

Product overview

Sunrise Radio operates as a multi-platform Asian Hit Music Station broadcasting from Bradford, UK City of Culture 2025. The core offering consists of Sunrise Radio (live Asian/Bollywood music radio) and Sunrise Radio Gold (classic hits), available via FM broadcast, DAB+ digital radio, online streaming, mobile apps (iOS/Android/Roku), and Apple TV. Additional products include the Sunrise Creator Network (TikTok LIVE agency), podcast content, and the Listener Club loyalty program. The station reaches listeners across Bradford, Leeds, Manchester, East Lancashire, Milton Keynes, Halifax via DAB+, and FM frequencies in West Yorkshire.

Differentiator

Problem solved

Functional benefit

Brands

• Sunrise Radio Gold: Classic Asian hits station offering a nostalgic mix alongside the main Sunrise Radio service

Products and services

• Sunrise Radio The Number One Asian Hit Music Station broadcasting Asian/Bollywood music, news, and entertainment content to British Asian communities. Available via FM, DAB+, online streaming, mobile apps, Apple TV, and Roku.
• Sunrise Radio Gold Classic Asian hits station offering a nostalgic mix of golden era Bollywood and Asian music for British Asian listeners.
• Sunrise Creator Network A UK-based TikTok LIVE agency dedicated to helping creators build their audience, grow their brand, and maximise their potential on TikTok LIVE.
• Radio Advertising (Single Spot Rates) Radio advertising spots aired during day/evening hours (0700-2300) at £32.00+VAT per 30-second spot, sold to local and regional businesses seeking access to the British Asian demographic.
• Airtime Advertising Packages Package advertising with multiple spots distributed across the broadcast day (0700-2300), ranging from 2-day (£300) to 28+ day campaigns (£1,750), requiring prepayment and continuous campaign run.
• Commercial Production Services Custom commercial production services including script, voice-over, and music bed at £125+VAT for businesses needing radio ad production.
• Custom Jingle Production Composed custom jingles ranging from £199 to £1,500, available in English and Asian languages for advertiser branding purposes.
• Sunrise Radio Mobile App Mobile application for iOS and Android devices, plus Apple TV and Roku, enabling listeners to access live radio streaming, podcasts, and on-demand content on-the-go.

Quantifiable outcome

• Broadcast reach across West Yorkshire, Manchester, Milton Keynes, East Lancashire, Derby, and Halifax covering hundreds of thousands of listeners

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Five partnerships are on record, tiered major and core.

• Derby DAB LimitedmajorStrategic or Co-development Partner · 11 March 2026Ofcom awarded small-scale DAB licence for Derby to Derby DAB Limited. Sunrise Radio and Sunrise Radio Gold set to broadcast on the new digital platform.
• WorldDABcoreStrategic or Co-development Partner · 20 November 2025Usha Parmar and Raj Parmar presented at the WorldDAB Summit 2025 in Antwerp on digital radio growth and DAB+ innovation. The summit is the leading global event for digital radio broadcasting, with Sunrise Radio highlighted as a DAB+ business success story.
• MK Digital Media LimitedcoreStrategic or Co-development Partner · 1 November 2022Ofcom awarded small-scale DAB multiplex licence for Milton Keynes to MK Digital Media Limited. Sunrise Radio launched on the multiplex on 1st May 2024, reaching approximately 200,000 adults in the Milton Keynes area.
• IRN (Independent Radio News)coreTechnology or IntegrationIRN provides international and national news bulletins on the hour every hour between 07:00-23:00 daily, with two-minute global news coverage
• Halifax DABmajorStrategic or Co-development PartnerNew digital radio multiplex launched in Calderdale bringing Sunrise Radio, Sunrise Radio Gold, Phoenix Radio, and Culture City Radio to Halifax listeners

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Desi Radio: UK online South Asian music and culture radio station. Comparable as a commercial-format Asian music broadcaster, though predominantly digital rather than broadcast.
• Panjab Radio: London-based commercial Asian radio station focused on Punjabi, Hindi, and Urdu programming. Comparable as a commercial Asian music/talk station with similar advertiser base and multi-platform (FM, DAB, online) distribution.
• Radio XL: Birmingham-based commercial Asian radio station serving the UK's Midlands British Asian audience. Comparable regional footprint, format, and advertiser model.
• Asian Star Radio: Surrey-based commercial Asian radio station serving South Asian communities in the South East. Comparable as a commercial, community-rooted Asian station with multi-platform distribution.
• Lyca Radio: London commercial Asian radio station broadcasting Hindi, Punjabi, Urdu, and Tamil content. Directly comparable in format, advertising sales model, and target audience to Sunrise Radio.
• Sabras Radio: Leicester-based commercial Asian music and talk radio station serving British Asian communities in the Midlands. Directly comparable as a regional commercial Asian station with similar music format, advertising model, and community engagement.
• Sunrise Radio London: The London-based sister operation of Sunrise Radio, managed by Raj Parmar. Directly comparable as the same brand serving the British Asian community in a different UK region, sharing parent brand and content format.
• Colourful Radio: London-based multicultural and ethnic radio station serving diverse communities. Comparable as a multicultural/ethnic commercial radio operator targeting diaspora audiences in the UK.

Emerging players

• Brit Asia TV: UK-based digital television and media platform targeting British Asian audiences. Comparable as a British Asian media brand expanding into multiple formats, partially overlapping Sunrise's digital content and advertising plays.

Broad incumbents

• BBC Asian Network: The UK's national public-service Asian music and talk radio station. Operates as a larger incumbent serving the same British Asian demographic with national FM, DAB, and online distribution — the most direct large-scale comparator for Sunrise's programming and audience.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SunriseRadioUK
• YouTubeyoutube.com/user/SunriseRadioFM
• Facebookfacebook.com/SunriseRadioUK
• Instagraminstagram.com/sunriseradiouk
• TikToktiktok.com/t/ZSQ8MrFJ6

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sunrise Radio