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Sabras Radio is regarded by many in the industry as the pioneers of Asian radio in the UK. The first broadcasts undertaken by the Sabras Radio team were in 1976 with a local BBC radio station. Subsequently, and for many years, Sabras Radio operated within the GWR Group, before becoming totally independent by winning its own licence on 7th September 1994 to broadcast on 1260AM. Both, national and local advertisers have been quick to seize the opportunities offered by this platform which connects the advertiser to one of the wealthiest sections of UK society today.