When talking about Asian entertainment in the UK, the name Reena Combo instantly springs to mind. That's because she's created her own identity as Editor of one of Brit-Asian's leading magazines - Ikonz. Prior to launching Ikonz, Reena was behind the successful Desi Xpress brand (a part of The Asian Today). We spoke to Reena about her whirlwind three years in the entertainment spotlight.

When did you launch Ikonz?
I started working on Ikonz in June 2006, the first issue came out in December just in Asian stores – this was purely for marketing purposes. We were expecting to continue this for six months but as it happened we got a great distribution deal within 2 months - by February 2007 we were in all the main outlets WHSmith, Asda, Tesco, newsagents etc. So really I consider the February issue to be our first real issue so next February we’ll be celebrating ONE YEAR!

What has been the biggest challenge for you since you started up Ikonz?
This interview! I’m so used to interviewing others – that I find it really hard being on the receiving end – hehe!
If I said it had been really to start up Ikonz, I’d be lying. I’ve been in the Asian media industry for over 10 years now so I’ve built a huge networking circle, made some great friends and have people I look up to in this industry who have supported me and given me great advice. Throughout my media career I’ve made some of the greatest friends – people who I’ll always be thankful to for there support and belief in me. I’m not saying we haven’t had challenges, we have. Finding the right team was difficult for a start, I have to work with people who I can trust, and people who have the passion I have.
To be honest I thought doing a magazine with a mix between Asian and Mainstream content would mean that it would be difficult to get the Mainstream content and support, but as it happens the Mainstream industry’s support has been amazing.

Ikonz filled a gap in the market as the British-Asian version of the popular English magazine Heat. How do you feel when they are both compared?
To be compared to one of the most popular celebrity magazines out there is amazing! I love Heat! The crazy thing is when we were working on Ikonz initially we didn’t actually aspire for it to be like Heat, it just went that way, which is great for us because if anything it has got us noticed by the mainstream more so, hence why we’ve been getting loads of press and they’re loving the product. The positive thing as you say is that we did fill a gap in the market for Brit-Asians and I always wanted to do a magazine that with mix cultures of being both British and Asian.

Prior to Ikonz, you were working as Editor of Desi Xpress – when did the idea come about launching a magazine type like Ikonz?
Ikonz had been in my head for years but I didn’t actually think I’d get the opportunity to do it. DesiXpress was brilliant, I learnt a lot at Urban Media and I'm always thankful for having that opportunity. But as it happened I knew I wasn’t going to progress there and neither was DesiXpress so I knew my vision of Ikonz wouldn’t happen there either. I left there because I needed time out to decide if Ikonz was something I could do. I left there in May/June 2006, took a month or so out to go away and take a break (as you and I both know Raj – we don’t get a lot of rest in this industry so I desperately needed a break!) and then I got working on Ikonz in July/August 2007 ready for December’s first issue.

What has been the response of Ikonz since it went national in February of this year?
It’s been overwhelming! That’s the only word that comes to mind when I think about it. The response from the general public is great, I get letters and email everyday from readers and they do feel it is something that was needed in the industry and they simply can’t get enough of it. Also the support from the industry is great too; the artists, Bollywood celebs, Hollywood celebs, PR agents, fellow media people – they all love the product and because I’ve known most of these people since even before DesiXpress they always have supported me as a person so I knew when starting Ikonz the support was one thing I could always count on.

Recently the magazine has had a facelift with bigger "in your face headlines", i.e. a tabloid look – what was behind this move?
Ikonz has always been about putting our readers first and British Asians are open minded people who are opinionated and have a positive outlook on life; we’re people who aren’t easily shocked, we’re people who love to voice our opinions and appreciate that fact that we have the diversity of living two cultures – I wanted Ikonz voice that. We tried many different things for Ikonz, and we felt the facelift was something that would really prove to people that we’re not like any other Asian magazine out there and capable of hitting the mainstream too.

What has been your biggest coup since the magazine launched?
We’ve been lucky enough to get some great stories and interviews. We were official media partners at the IIFA Awards this year, a great achievement for us considering we’d only been on the shelves a few months. At the IIFAs I was lucky enough to spend more time than anyone else with Amitabh Bachchan, Shilpa Shetty, Salman Khan, Katrina Kaif, Upen Patel – just to name a few. Whilst spending 4 days amongst Bollywood celebs at such a close level I found out lots of gossip, but had to keep my mouth firmly shut! But it’s not just Bollywood we get to rub shoulders with. We’ve also had Hollywood & Mainstream interviews with Halle Berry, Jennifer Lopez, Dannii Minogue, Simon Cowell and Jessica Alba.

In Bollywood we have reporters planted that are always feeding us juicy stories, plus I have lots of friends who are Bollywood celebs themselves so I find out things before most.

Which story in Ikonz has generated the most response to date?
It has to be our recent issue (the October issue that's out now). We’ve done a Halloween Special photoshoot featuring stars from the Channel 4 soap Hollyoaks and some of the BBC Asian Network presenters. We’ve had great exposure and response from this including stories in the Daily Star newspaper and girls magazine More.

How much coverage is given to non-Asian entertainment stories in Ikonz?
We are a British-Asian magazine and that’s something I always want portrayed in the magazine. I’d say about 40% of the content in Ikonz is non-Asian.

Don’t you feel that readers have enough choice for English entertainment stories and thus Ikonz should cater more Asian entertainment instead?
You’re right they do, but what we offer is a difference. As British Asians were not just into Hollywood or vice versa, we’re into both Hollywood & Bollywood, Hindi music and Pop, Bhangra and Urban sounds; and we pack that into one monthly issue. Ikonz finds the parallel balance that we live each day as Brit Asians.

What's your take on UK Asian radio stations broadcasting R'n'B and rock music genres?
It depends how those radio stations are labelling themselves – if they’re saying they’re targeting British Asians of today then I don’t see any problem in it at all, and think it’s a positive move.
Not only does it add more variety to what they can offer listeners but it also is the way forward for a Brit-Asian radio station.

What are your thoughts on the influx of Asian TV channels available in the UK market? Do you think they are fulfilling British Asians needs?
I think this is a subject I can talk about all day to be honest because if I’m honest they’re not fulfilling British Asian’s needs. They don’t actually produce any shows dedicated to Brit Asians made here in the UK. They’ve got some really great shows that come from India don’t get me wrong but where are there shows that focus on real life issues that we face everyday in the UK for second and third generation British Asians? The only shows I’ve seen are the club scene ones, I'm sorry but as Brit Asians we have more to offer than bopping in a club! I don’t watch much Asian television, which isn’t because I don’t want to, it’s because there’s nothing that keeps my interest going for long enough. The songs are great, but even they’re getting really repetitive, and I know for a fact the drama’s do great – but they’re from India and don’t reflect our lives.
As I said I could talk about this all day but I don’t want to bore your readers, hehe.

One type of channel that is certainly missing from our screens is a TV version of Ikonz, i.e. tabloid style Asian gossip, news, showbiz – similar to E! – could yourself heading a channel like this in the future?
You said it Raj! I’d love to produce a channel like Ikonz...right now though my total concentration is on the magazine, and taking it to an international scale if I can...but who knows what will be up my sleeve next!

What future plans have you got for Ikonz and yourself?
We’re still finding our feet in the UK, and like any new business have had a few teething problems and we still have a long way to go. I’m the type of person who has her feet firmly on the ground and am very focused in what I do and do things at a reasonable pace. You can’t run before you can walk – and I firmly follow that motto. My next step is not only to progress in the UK, but take Ikonz internationally too as we’ve had a lot of interest from abroad. Whilst working on Ikonz I’ve put everything else on hold but I’m going to be concentrating on other aspects of my life in 2008 too, like my acting and singing – I can’t give too much away right now, but will do as soon as I can.

Where do you see Ikonz in a year from now?
Bigger and Better than it already is, and with the support of great like-minded people like yourself we can’t go wrong. For me it’s not only about seeing Ikonz become a success, I want to play a part in the Asian media & entertainment industry as a whole and help it grow as I have been doing so for the past ten years of my life! It’s all about working together and I’m one person that people can rely on for support because I’m always willing to help if and when I can.