MUMBAI: This is a music awards show that targets the Asian diaspora in Britain. UK broadcaster Channel 4 has acquired the rights for the British Asian Music Awards (BrAMAs) with B4U Music.

The ceremony will be hosted by Radio 1s Nihal and takes place on 24 March 2005 at Cirque, Leicester Square. The show will feature collaborations by the hottest British Asian Artists and select winners in 15 award categories. The BrAMAs with B4U Music will be broadcast on Channel 4 on 27 March (Easter Sunday) at 11.30 pm.

The show, produced by Zeal Television, will showcase a mixture of popular mainstream and Asian personalities. Additionally Channel 4s weekend block T4 will introduce and welcome the BrAMAs nearer the time.

B4U subscribers can view a specially extended programme bursting with unseen exclusive footage and backstage interviews the following week.

Channel 4 head of schedules, Music and T4 and Youth Jules Oldroyd says, "Brit-Asian music continues to grow in the UK. We are keen to assist the BrAMAs to reach a wider audience. We can see the British Asian Music Awards becoming an exciting date in the music events calendar and look forward to this years event.