When The Sikh Times launched six years ago, it was the first English/Punjabi newspaper to be available nationally. The success of this paper led to the launch of the umbrella company Eastern Media Group, which overlooks both The Sikh Times and light-entertainment publication Eastern Voice. We caught up with the Editor of the Eastern Media Group, Gurjeet Bains, to find out more.

When did you launch The Sikh Times and Eastern Media Group?
The Sikh Times was launched in January 2001, with the inauguration of Eastern voice eighteen months ago. Both titles were given an umbrella company Eastern Media Group.

What did you do prior to setting up the Eastern Media Group?
My working life has included manufacturing, the NHS, running a Café to toiling in the rag trade, running a chain of supermarkets and finally progressing purely by fluke to the world of media and that's where I’m at now.

The Sikh Times was launched six years ago; do you think you are on the path of achieving what you initially set out to?
The challenges have been huge to say the least, but a commitment to survive and the backing of an immensely strong team I like to think we are making our mark.

What is the core difference between The Sikh Times and its competitors?
The Sikh Times is a unique concept, as the only Punjabi English weekly to be published from Britain, gives us a captive audience that allows us not to have any concerns about any competition from Punjabi publications.

When starting up The Sikh Times, did you find it hard tapping into such niche demographics?
With all new projects and businesses there are obstacles – now, where would the challenge be if there wasn't? Identifying the need for a publication that was published in English was the vital answer to the success the publication has enjoyed.

What was the reason behind launching the Eastern Voice paper?
We felt there was a gap in the market for the 3rd, 4th and 5th generations of Asians, which I feel we have now filled with Eastern Voice.

Do you not feel the market is already saturated with light-entertainment publications like the Eastern Voice?
Eastern Voice has a editorial brief that hopes to tackle issues that the younger generation is facing – we hope to bring focus on all the 'taboo' subjects that the Asian communities are so content to brush under the carpet.

Some of the content in The Sikh Times is duplicated in the Eastern Voice, why is this? (lack of content or a sampler for non-Sikh Times readers)
Sikhs too are Asian; their news must too be shared with the wider communities, which is what we're attempting with the Eastern Voice.

What is the most difficult part about being the editor of Britain’s two loved newspapers?
The most difficult is explaining to our readers who may be unhappy with an editorial piece we have run that 'we only publish news – we do not make news'.

What has been the most memorable news piece for you whilst at the Eastern Media Group?
Gosh there have been so many! But one that springs to mind is a news story we ran on the Pakistan earthquake, we were able to touch people's hearts with that story.

You have had huge success since you set up The Sikh Times, working closely with the Institute of Asian Businesses (IAB) and Women Of Cultures, etc. How do these achievements feel and what else are you involved with?
Well the hottest project is British Asian Hafta, which will run from 27th October to 9th November, during this period we will highlight the achievements of the Asian community. I was also the first woman to chair the Institute of Asian Businesses (IAB), which I have thoroughly enjoyed. Oh not forgetting that as well as all the above I’m a devoted wife and dedicated mother of five.

With Asian businesses being dominated by males, how does it feel to be such a successful woman in the media field?
My success is an accreditation to my team and my family for giving me so much support – alone I could not have achieved anything.

What’s next for the Eastern Media Group?
New offices, reflecting the image we feel we need to portray – a nation without media is an orphan – we have given our community parentage, we now need to have a home.

Are you considering to launch anymore publications/supplements under the Eastern Media Group umbrella?
Well if you look at the new Eastern Media Group logo there is a space, so it must be filled. Never say never! Watch this space.

In what ways do you plan your marketing strategy to keep ahead of you competition?
To always remain focused and aware. For the papers - we recently revamped our website whereby both publications are available as e-papers this significantly has allowed us to have an international audience, media is a 24 hour industry, one always has to be a second ahead of the competition. As an individual - I pray that I never become egoistic; Waheguru will then continue to support and guide me.

Quick fire:
- Harbhajan Mann / Manmohan Waris
- Traditional Bhangra / Modern Bhangra
- Kabadi / Cricket
- Bollywood / Hollywood
- Night In / Night Out
- SRK / Akshay Kumar
- Yoga / Gym
- Comedy / Drama