Avtar Litt-owned Sunrise Radio has launched a novel new appeal to stay afloat: asking listeners to donate money as the company struggles with financials.
The "Listening Contributions" scheme was announced on a news bulletin on Thursday with the station comparing the funding effort to the BBC's License Fee.
The station has had a torrid time of late.
Sunrise and sister stations Kismat and Punjab Radio ceased broadcasting on digital TV in a bid to cut down on costs whilst also not renewing its digital radio license in the West Midlands.
A source tells The UKAsian however, that the supposed financial woes have been drummed up in a bid to shield owner Avtar Litt from a potentially expensive impending divorce from his barrister wife.
Mr Litt could not be reached for comment.
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