The BBC Asian Network is looking likely to join hands with Clarion Events by becoming radio partners for this year's NEC Mela 2006.

It was announced last month that organisers of the event had opted for TV network ZEE over STAR for the November cultural event. This has made Clarion Events even more determined to make this year’s Mela the biggest yet.

If rumours are to be believed then the BBC Asian Network will get huge exposure from the Mela, which always proves a hit with consumers flocking in from various parts of the country.

If true, then this will also bring an end to Birmingham's Radio XL's close association with the Mela that has been for the past four years.

BBC Asian Network is currently intensifying its fight for listeners as it unveils a new sound with Sonia Deol at Breakfast and Adil Ray on Drive. The Mela will give the station the right platform to showcase its new line-up.

When we contacted Clarion Events, they declined to comment on its radio partner search. Keep it with Biz Asia for the utmost latest.

Related link:
NEC Mela wins ZEE backing - STAR out!