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NEW BRAND

‘I Love my Music’

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Brash Brands is proud to be one of the driving forces behind the launch of the UAE’s first dedicated Filipino radio station.

Tag91.1, part of the Arabian Radio Network (ARN), hit the airwaves at 5 am on Monday 25th of March and will serve the country’s substantial Filipino population, which is estimated at 645,000. In an interview with Emirati newspaper 7DAYS, Mohamed Almulla, CEO of the Arab Media Group, which owns ARN, explained that the new station will fill an ‘obvious gap’ in the UAE radio market: ‘It’s not a small community, but there has been a lack of targeted media initiatives to engage them.’



Brash saw the potential in filling this gap in the market. The concept behind the station is to create a sense of community for Filipinos in the UAE. Key to this will be bringing Filipino music to the community – something that is encapsulated in the station’s tagline, ‘Mahal Ko Music Ko’ (I love my music).

Tag91.1 is already creating waves in the Emirati music scene. It is one of the main media sponsors bringing Bruno Mars – whose mother is Filipino – to Dubai in April for his first ever concert in the Middle East. It will also make an impact in the wider community; the station plans to organise basketball competitions and other community initiatives, all in keeping with the Dubai Expo 2020’s vision of ‘Connecting Minds, Creating the Future’.


You can catch the station live, 24 hours a day on tag911.ae.

 


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