The Panjabi Centre is a registered charity, founded in 1997. Located in Southall, West London, it works to promote Panjabi culture, language and history. The Panjabi Centre runs a number of projects, primarily Desi Radio a Panjabi radio station, led by volunteers.
- Raise awareness of the Panjabi culture.
- Build a cohesive identity for the Panjabi community.
- Promote diversity and multiculturalism.
- Build links between the Panjabi community and other cultures.
- Encourage integration into British cultures.
To provide opportunities for the Panjabi community to gain skills and qualifications in order to realise their full potential and boost confidence. We achieve this by:
- Running Desi Radio.
- Providing media training.
- Organising cultural activities, events and celebrating annual festivals.
More About Desi Radio a Panjabi Radio Station
The word, ‘Desi’, is derived from ‘Des’ meaning a specific space, locality or homeland, which for us is Panjab: the Land of the Five Rivers. Our objective is to discuss our practices, customs and traditions on the radio and thus create a better understanding of the Panjabi culture. Our aim is to encourage the transformation and change in society. Desi Radio is a community station staffed by volunteers many of whom have been trained during the various media courses provided by The Panjabi Centre. The radio station was granted its licence in May 2002 as part of the British Government’s scheme to establish community radio stations.
Desi Radio provides volunteer opportunities in programme making and participation in community radio. It encourages new programme ideas and new talent.
Challenging Social Conventions
Desi Radio a Panjabi radio station, challenges social conventions, community racism and casteism, and social prejudice through live debates, alternative music and the social engagement. Desi Radio provides information on services delivered by local voluntary and statutory agencies including health, housing, education, social services, training and employment.
Contributing to Local Development
Desi Radio contributes to local development by giving a voice to the Panjabi community, promoting community consultation, providing opportunities to question local politicians and decision makers, carrying local news, information and enterprise advice.
Desi Radio promotes employment, training and work experience both within the radio station and more widely in its programming. It carries programmes with jobs and employment information and information on local training courses and colleges.
Providing a Service for the Panjabi Community
Desi Radio is committed to providing a service for the Panjabi community and promoting the inclusion of Panjabi speakers particularly those facing disadvantage and exclusion. We also aim to build links and bridges with other communities, for example Desi Radio has supported the Somali Refugee Development Group to establish its own radio project and to run an RSL for the Somali community. Desi Radio is determined to combat discrimination and to promote the inclusion of all minorities and disadvantaged groups whatever their faith or nationality.
Desi Radio is first and foremost a radio station for the Panjabi community of West London. Its programming is distinctly Panjabi both in the music mix and the main language used by on-air presenters. This is what defines Desi Radio as different from existing local radio services and what makes its successful format uniquely attractive to its particular target audience. Desi Radio has developed a lively programme format with a great variety of musical styles from Bhangra and Panjabi pop music to traditional, spiritual and classical music from the diverse communities and faiths that make up Panjabi culture.
Appealing to all Audiences
Within its target audience, Desi Radio aims to appeal to people of all ages, faiths and nationalities. Music programmes include strands that appeal to younger listeners, to an older audience and to the community as a whole. Speech programming includes news and information, poetry and short stories, live phone-ins and studio discussions, community service information, interviews with community leaders, politicians and celebrities.
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