Emmis Communications and WorldBand Media announced a groundbreaking partnership that will broadcast unique programming targeted to the South Asian communities in New York, Los Angeles and Chicago utilizing HD Radio technology.
Through the partnership, WorldBand Media’s South Asian programming will be broadcast on the HD3 channel of Emmis’ stations in New York (WQHT-HD3 or 97.1-HD3), Los Angeles (KPWR-HD3 or 105.9-HD3) and Chicago (WLUP-HD3 or 97.9-HD3).
"North America’s ethnic communities have been virtually ignored by radio over the years," WorldBand Media’s Founder and CEO Prabha Selvadurai said. "Through this exciting partnership, underserved South Asians in these markets can now enjoy our unique blend of local and international programming, catered directly to their needs.
Emmis Communications’ commitment to innovative radio and our leadership in and understanding of the ethnic marketplace is sure to change the face of community-focused broadcasting for years to come."
"Emmis is committed to finding innovative ways to serve our communities and create value," Jeff Smulyan, Chairman and CEO of Emmis, said. "By being the first to utilize our HD bandwidth in this manner, we are able to deliver unique, compelling content to a vibrant and rapidly growing ethnic community, open a new revenue source for the company and expand the market for HD radios."
According to the U.S. Census and Statistics Canada, North America has 3.8 million reported South Asians, which include those of Indian, Pakistani, Bangladeshi and Sri Lankan descent.
WorldBand Media programming using Emmis’ HD Radio bandwidth should be available via HD Radio in New York, Los Angeles and Chicago by the middle of October.