i.t. Media Broadcast (ITMB) will introduce a spanking new format on 1200AM to offer a range of programming geared towards South Asians on September 29 under the name Spice Radio.
Company President Shushma Datt said Thursday: “Radio is a hub of our culture. It’s a way to find out what’s going on, to learn different opinions and stimulate conversation. Unfortunately, there hasn’t really been a station that appeals to the full community. The perception is that there is a Punjabi radio station and a Hindi radio station. We’re out to change that.”
Spice will differentiate itself and bridge communities through a range of first-ever programming—popular program styles that will be adapted to an ethnic format, she claimed.
“We are working with several organizations. … There will be changes that will distinguish Spice as a leader in news and sports for the South Asian community.”
She said the new format has been developed in response to countless requests, and ITMB has made a “significant investment” in distinguishing and promoting its new brand. Spice will introduce a range of programming in a fun, magazine style format. It will also be the first ever-ethnic broadcast service with a dedicated two-hour live sports talk show in primetime Monday to Friday.
“With the growth of this dynamic community, we wanted to take a leadership role,” said Vice President Sudhir Datta. “We’ve always been recognized for delivering quality information in an entertaining format. Our new mandate for this station will be to provide programming that’s intelligent, educational, timely, and conversational.”
With the strongest signal among all the South Asian radio stations in the GVRD, Spice Radio will be heard from the Lower Mainland to Vancouver Island and from the US border up to Whistler.
“Response to the new programming has been overwhelmingly positive,” claimed Datta. “Our MO is raising the community profile and bringing awareness to all the good things South Asians are doing locally, nationally, and internationally. We’re part of the community we serve and that makes all the difference when it comes to ethnic programming.”