Communicating with and promoting to ethnic minority markets

Radio

Radio is an important and indispensable source of news, rivalling press and TV (ITC research 2000). There are many dedicated radio stations in areas where there are higher concentrations of BMEs. Most Asian-populated cities and areas have their own radio stations with high listener numbers. Average listener-ship hours on Sunrise and Sabres are higher than mainstream radio stations (Rajar).

Television

Television has seen by far the fastest growth in the past 6 years. The digital revolution has led to the rise in new television stations focusing on specific ethnic groups. Television offers national coverage, often with very strong viewing patterns amongst Asians, Arabs, Chinese and other ethnic groups. For example the ZEE audience share is equal to that of SKY 2. The lack of relevant programmes on mainstream channels has driven BMEs to subscribe to more than one channel so there are plenty of new communication methods, often much cheaper and more focused than traditional television advertising channels. The newer channels have a young and vibrant image catering to the taste of young British Asians.

Cinema

Cinema is very popular and advertising can represent excellent value for money. Asians are five times more likely to go to the cinema than whites. Asian and Chinese cinemas have seen a tremendous revival through youth audiences.