Club Asia Radio and KORT Announce Groundbreaking Media Partnership to Help Fundraise for the KORT Mega Hospital Project
A groundbreaking partnership agreement has now been made between Club Asia Radio and KORT, the UK-based charity working towards the KORT Mega Hospital Project in Mirpur, Azad Kashmir. This collaboration combines a successful Midlands-based broadcaster with a charity that has worked tirelessly for many years to provide humanitarian relief, as they strive for common goals to help create positive benefits for communities in both the UK and Azad Kashmir.
About Club Asia Radio
Club Asia Radio is a 24-hour Ofcom-licensed DAB radio station which broadcasts to Birmingham, Solihull and surrounding areas. Club Asia Radio was established in July 2021 and since launch has developed a large and growing presence throughout the station’s transmission area, with a wide and diverse South Asian audience base.
Club Asia Radio currently reports a total of approximately 500,000 listeners, via DAB, and an average of 30,000 monthly online listeners across its app, website, Alexa, Radio Player, Radio Garden, UK Radio and all other relevant streaming platforms. Club Asia Radio’s team is comprised of former BBC and commercial radio broadcasters and journalists with a combined total of decades of broadcast media experience.
One of the main features of the station’s programming is the flagship weekend Pahari/Pothwari language show, “Masi Bhera”, launched specifically for Birmingham’s sizable Azad Kashmiri community. The show is also broadcast live on TikTok and has demonstrated consistently high engagement levels recently, demonstrating the extent of its audience connection.
Why Club Asia Radio Are Helping the KORT Mega Hospital
The partnership builds on a previous collaboration in 2022, when Club Asia Radio interviewed representatives of KORT in relation to the Pakistan floods and helped fundraise for the Disaster Emergency Committee’s appeal. In summer 2025, the station learned about the KORT Mega Hospital Project in Mirpur, and after carrying out an internal review, Club Asia Radio decided that the project was close enough to the interests of its core audience to warrant further consideration, especially as Birmingham has a very strong historical link to Azad Kashmir.
The hospital project is UK-led and professionally managed, which provides some comfort as regards governance and accountability. For Club Asia Radio, the project represents a long-term infrastructure project which will have tangible positive impacts, rather than a short-term campaigning opportunity.
Benefits to KORT of the Partnership
As part of the current arrangements, Club Asia Radio is airing a 1-minute 12-second advert promoting the KORT Mega Hospital Project, 13 times a day. The production costs and air time associated with this campaign are being provided by Club Asia Radio, at no cost, with the campaign expected to continue running indefinitely.
The consistent level of exposure that the advert receives offers numerous advantages:
Additionally, the station has stated that it would be willing to host, present and live broadcast fundraising events in the UK. As trained broadcasters and experienced event hosts, the station’s radio presenters are well equipped to facilitate audience engagement and fundraising activity.
Collaboration
The partnership is designed to be a collaborative one. Club Asia Radio has requested ‘Supported by’ branding on KORT Mega Hospital promotional material, such as merchandise, posters and digital graphics etc., where possible.
The station has also indicated that it is interested in making connections with members of KORT’s business network who may be interested in pursuing commercial advertising opportunities with Club Asia Radio, as a commercial broadcaster, advertising revenue forms a significant part of sustaining the service.
Single Focused Media Partner
KORT will benefit from a structured media partnership with a single, focused broadcaster. Club Asia Radio has confirmed that this is the only charity project that it is providing support to in this format. Previously, Club Asia Radio has worked with the British Disaster Emergency Committee and the British Heart Foundation, where the station has hosted and broadcast from fundraising events.
Shared Objective
Both organisations share a clearly defined objective: to bring long-term benefit to communities that have strong connections to Azad Kashmir. By utilising sustained broadcast coverage, event support and coordinated messaging, the partnership intends to increase awareness of the KORT Mega Hospital Project, whilst increasing engagement amongst the UK-based diaspora.
Updates regarding joint initiatives and forthcoming events will be shared in due course.
