CEO of the Lyca Radio Network, recently celebrated a significant milestone, marking five years at the helm of the company.
Originally from Birmingham, Raj has spent much of his life in Leicester and holds the city in high regard. He fondly recalls his long tenure at Sabras Radio, where he was a director for 14 to 15 years, describing it as a defining period in his career. Leicester’s strong sense of community and close-knit connections have left a lasting impression on him.
Since taking on the role of CEO in January 2021, Raj has overseen a remarkable transformation of the Lyca Radio Network. Upon his arrival, the stations were in need of revitalisation. Under his leadership, Dil Say was rebranded as Lyca Gold, while Lyca Radio itself was relaunched with a fresher, younger identity.
One of the standout achievements during Raj’s tenure was the acquisition of Asian Sound Radio in Manchester, which was rebranded as Lyca Radio Greater Manchester. This move paved the way for further expansion across the Midlands, including Leicestershire, Birmingham, Coventry, Derbyshire, Wolverhampton, and Shropshire.
In recent months, the network has broadened its digital offerings with the launch of stations such as Lyca Radio 90s, Lyca Radio Punjabi, and Lyca Radio Gold 2, alongside the introduction of a new podcast.
These developments highlight the network’s commitment to adapting to evolving listening habits and serving a diverse audience.
Raj acknowledges that competition, particularly in London, presented a significant challenge when he first took charge. Established rivals with decades of history meant that Lyca Radio had to work hard to carve out its own space. His approach centred on rebuilding and strengthening relationships with clients and advertisers, securing partnerships with some of the biggest brands, and offering unique value.
While Lyca Radio maintains a strong presence on AM frequencies in London and Greater Manchester, Raj recognises the growing importance of digital platforms. The network’s mobile app, availability on smart speakers, and digital stations have become crucial to its strategy. However, Raj remains cautious about the use of artificial intelligence in broadcasting, emphasising the importance of genuine human connection between presenters and listeners.
Looking ahead, Lyca Radio is exploring further expansion opportunities and potential acquisitions, aiming to grow while staying true to its community roots. The network actively engages with its audience through outdoor broadcasts, events, and partnerships, including serving as the exclusive media partner for the Leicester Mela last year.
Under Raj Baddhan’s leadership, Lyca Radio has undergone significant growth and transformation, successfully blending commercial ambition with a deep commitment to the communities it serves.
