For Bali K. Deol, the founder and on-air personality known as Lady B, "Swaraj" transcends history; it signifies sovereignty and free expression in the realm of radio.
This name perfectly encapsulates the bravery, grit, and personal power inherent in Lady B's content, aligning seamlessly with her passion for advocacy against social injustices like colonialism and gender inequality.
Swaraj Radio was conceived in 2000 with a visionary goal, the dream and intention of creating a commercial Punjabi-language radio show that would build a paramount platform to express and celebrate Punjabi culture for Metro Vancouver’s burgeoning Punjabi community. It was the first Punjabi radio show on FM radio in Canada. Its name, Swaraj, means to self-rule. In the context of history, Swaraj was the name of a freedom movement for independence from the colonial British in Punjab. For Bali K. Deol, the founder and host of Swaraj Radio who is well-known on air as Lady B, Swaraj means sovereignty – free-expression in the context of radio.
Swaraj Radio has fans in India that wake up at 3am to tune in at 1pm PST
Lady B built upon this ethos through the mediums of music, interviews, commentary and discussion of current events that affect Canadian Punjabis in the Lower Mainland. With stellar programming and Lady B’s bold, engaging and endearing radio persona, Swaraj Radio quickly rose to global prominence building a cult. Simultaneously, it cultivated a dedicated following, and as a testament to its success, Swaraj Radio extended its on-air presence from a one-hour show to a robust two-hour broadcast in 2014, solidifying its impactful position in the world of Punjabi radio.
Key Audience Demographics
Swaraj Radio’s Legacy Includes
• 25 years of continuous airplay
• First free to air radio Punjabi show in Canada
• First FM Punjabi radio station in Canada
• Air Range from Vancouver to Portland and through BC and can be heard globally worldwide on the internet
• Sought after by leading entertainers in the Punjabi & Larger South Asian entertainment industries
For two and a half decades, Swaraj Radio has undoubtedly been an integral community platform for Punjabi-Canadians to stay connected with all facets of Punjabi culture. It has channelled artful programming that redefines how the radio business works – refusing to produce shallow messaging, inequality, and an environment of competition.
Since its inception, Swaraj Radio has been integral in Punjabi culture making. It is the only radio show that Punjabi people from different generations and different walks of life can enjoy and understand together – grandparents and grandchildren, second-generation Canadians and immigrants alike.
What does the future hold for Swaraj Radio?
As we evolve, as does our programming. We continue to rise up against the underbellies of Punjabi society, including misogyny, patriarchy, domestic violence, addiction, and mental health issues amongst others – holding ourselves accountable to being better human beings while celebrating the beauty of Punjabi culture.
Swaraj Radio Interviews Over the Years
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Swaraj Radio Interviews Over the Years 𓆸
Are you ready to advertise your business on Swaraj Radio?
Buying an advertisement on Swaraj Radio is a direct return on investment. With a global listenership centralized in Metro Vancouver, and over 22 years of airtime, you are guaranteed to receive unparalleled brand exposure to a wide network of listeners (and potential customers).
