The Fort Worth Star-Telegram took a major look at the desi community of north Texas. Reporter Cary Darling wrote about Radio Salaam Namaste, described as "the nation’s first 24/7 commercial FM outlet aimed at the South Asian community." (is that true?) But what I found particularly interesting were plans for Everest Heights, a 200,000 square foot mall catering to South Asians that's set to break ground this month. The man behind the project and the radio station is Jaipal Reddy. From the article:
Radio Salaam Namaste, the nation’s first 24-hour, multilingual,
commercial FM station aimed at the South Asian community, hit the
airwaves two years ago as a way to promote a plan Jaipal Reddy had been
dreaming about since moving from India to New York in the early ’90s to
get a master’s degree in computer science.
"That was when I saw
an American mall the first time in life," he remembers. "When I saw
that mall, I said to myself, 'this is the kind of mall a South Asian
community should have.’ "
After moving to Texas for its cheaper
cost of living and better weather (he finished his degree at the
University of Texas at Tyler), he got a job at Nortel in Dallas. During
his free time, he liked to see Bollywood movies but didn’t care for the
venues that showed them. So he began organizing screenings at a Dallas
General Cinema, then used a shuttered dollar theater in south Irving.
Ultimately, he and business partner Mohammad Abbas and their
company, Everest Heights, began to plan their $35 million Everest
Heights mall near Interstate 635 and the George Bush Tollway. Due to
open in late 2009, it will include a six-screen theater and, according
to Reddy, will be the first major South Asian-themed mall in the U.S.
and will serve as the prototype for similar developments in Houston and
Atlanta.
Currently, Everest is showing movies at Irving’s
Hollywood Theater, as well as at an AMC in Houston and a Cinemark in
Austin. In the meantime, the company launched an AM radio station four
years ago and then moved to FM with Radio Salaam Namaste (KZMP/104.9),
named for the words for "hello" in Arabic (salaam) and Hindi (namaste).
"The
radio station was always a phase to advertise the mall," he says. "We
needed a very good marketing tool, and in the ’70s and ’80s in India,
radio was a big thing. Basically, people who come to the U.S. who are
settled here, we always miss [things from] back home — radio, movies,
food and all that. We’re trying to bring that here to the U.S., and
radio is part of that."
The station runs a predictable amount of Bollywood music, but has programming in 9 languages and includes advice shows and club music. The article notes that the station's ratings are really low but it's hard to say whether that pits it against heavyweight mainstream stations or comparable broadcast outlets. One thing I can say - I'm from Texas myself, and there's a much richer tradition of desi radio there than up here in New York. In Houston you can hear a variety of programming, from standard Bollywood playlists to discussions on community issues to Carnatic and Hindustani music. My father, who's an allergist, has frequently appeared on radio shows to talk about health issues and take questions from listeners. I find this a major hole in the desi cultural scene of New York.
You can see renderings of the Everest Heights mall here.
According to the Everest Heights website the mall will contain a
6-screen mall, performance hall, fine dining as well as a food court,
community center, financial services, clothing stores, grocery stores,
a meat market and beauty salon. And much, much more.
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