Sabras Radio: reflecting your audience

Faruk Razak, presenter and production manager at Leicester based Sabras Radio, explains how this local commercial station successfully reflects its audience.

Situated on a busy street in the heart of Leicester’s Asian community, Sabras Radio prides itself on its position in the hearts of its audience. It operates an 'open door policy', so the team are happy for listeners to walk in off the street to meet them. "There couldn’t possibly be any other better place for a radio station," says Faruk. "Hence for all the people that listen to us, this is very much their second home."

"Our relationship with the listeners is a very close one purely because over the years we've come to know our listeners very well." – Faruk Razak

Unlike many stations where contact between the listeners and the station comes via a researcher or producer, Sabras actively encourages the presenters to speak directly to the listeners themselves. "Our relationship with the listeners is a very close one purely because over the years we’ve come to know our listeners very well," explains Faruk. "Although we are an independent commercial radio station, in a way we are there for the community."

The presenters talk to the listeners about issues that directly concern them, for example on arranged marriages and how long couples should wait to get married, but more importantly they also speak the same language or languages as their listeners, often switching from English to Hindi and back again within a sentence or on-air link.