Bolly 92.3 FM, based in the South Bay, started just a decade ago. The station was created to serve the Asian Indian population, which is the second-largest group of Asian Americans in the United States.
's Shreeja Sharma greets listeners every weekday morning as she hits the airwaves for America’s Bollywood station.
92.3 was started just over a decade ago, created to serve the Asian Indian population, which is the second-largest group of"The last decade has shown us that we were right to think that it will be an audience for this and there would be a listenership," Sharma explains, "because we have only grown exponentially, you know, in every few years." Sharma says the listenership has grown, saying, "[it] is not just Asian Indian, but also its people in that Indian subcontinent.
It is about music, but connections are being made through language, specifically what is known as Hinglish. "So Hinglish is actually a language" smiles Sharma. "I would like to think, because that is how we speak English and Hindi in India. Growing up in Delhi, that is how I have spoken the language all my life. Therefore, we speak in Hindi. Then we break into a few words of English and then we come back to Hindi.
Sharma got her start in radio in India, after her dad found an ad in a newspaper. She says that while the Bay Area is home, she knows some of her listeners are just settling in.
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