Sabras Radio is regarded by many in the industry as the pioneer of Asian radio in the UK. The first broadcasts undertaken by the Sabras team were in 1976 with a local BBC radio station. Subsequently, and for many years, Sabras operated within the GWR Group, before becoming totally independent by winning its own licence in 1994 to broadcast on 1260AM. It enjoys the largest average listening hours of any commercial station in the UK and is listened to by an estimated 80% of its target audience in the region.