BROADCASTING • BUSINESS • ENTERTAINMENT

Raj Parmar

Managing Director • Broadcaster • Media Entrepreneur

From presenting on Sunrise Radio at just 13 years old to helping lead its expansion across the UK, Raj Parmar’s career spans radio, digital broadcasting, television, live entertainment and community.

About Raj

Raj Parmar is Managing Director of Sunrise Radio (Yorkshire), a broadcaster, media entrepreneur and performer whose career has developed alongside the station he first joined as a presenter at the age of 13.

Over the years, Raj has helped take Sunrise Radio from its traditional radio roots into a modern multi-platform operation spanning FM, DAB+, online, mobile, smart devices and television platforms.

His work combines broadcasting, commercial strategy, digital innovation and community engagement, while continuing a lifelong involvement in entertainment and performance.

Today, Raj plays a leading role in the continued development and expansion of Sunrise Radio as it reaches audiences across multiple regions of the UK.

QUICK FACTS

Started in Radio
Age 13

Role
Managing Director

Station
Sunrise Radio (Yorkshire)

Also Known For
Broadcasting, DAB+, Dance & Television

Based in
Bradford, West Yorkshire

THE JOURNEY

Career Highlights

Age 13

Began his broadcasting career presenting a weekly programme on Sunrise Radio in Bradford.

2001

Created and operated Mela FM for the Manchester Multicultural Mela, covering programming, sales, recruitment and presenter training.

2002

Invited to cover the Breakfast Show on London-wide Asian station Club Asia.

2014

Featured in Channel 4’s Big Ballet, performing the role of Baron von Rothbart in Swan Lake.

Today

Helping lead Sunrise Radio’s continued growth across traditional, digital and DAB+ broadcasting.

RADIO & INNOVATION

Building the Future of Broadcasting

Raj has been closely involved in the growth of Small Scale DAB across the UK, helping develop and operate digital radio multiplexes and creating new opportunities for independent and community broadcasters.

His work has included involvement with digital radio services across areas including Bradford, Leeds, Halifax, East Lancashire and Milton Keynes, alongside wider expansion projects.

He has also worked to improve the way broadcasters access and operate on DAB+, supporting collaboration between multiplex operators and radio services.

In 2025, Raj spoke at the WorldDAB Summit in Antwerp about the Sunrise Radio DAB+ journey and the opportunities digital radio can create for independent broadcasters.

BEYOND THE RADIO STUDIO

Entertainment & Performance

Away from radio, Raj has built an extensive career in live entertainment through Spice Entertainment, performing and choreographing Bollywood-inspired shows at festivals, melas and events around the UK.

His choreography and performance work has included appearances alongside dance companies including Signature and Independance, as well as music video work for artists including Gubi Sandhu, RDB and Elusive.

His television work includes Channel 4’s Big Ballet, Deal or No Deal, and acting appearances in film and television productions.

CHANNEL 4

Big Ballet

Selected from more than 500 applicants, Raj became one of the final 18 dancers chosen for Channel 4’s Big Ballet.

As the only Asian performer and one of only two men in the troupe, he was mentored by legendary dancer Wayne Sleep and performed the role of Baron von Rothbart in a full production of Swan Lake.

The programme went on to reach audiences internationally, showcasing a production that challenged traditional perceptions of who could perform classical ballet.

MAKING A DIFFERENCE

Community & Bradford

Community involvement has remained an important part of Raj’s work throughout his career.

Free self-defence classes for women and children

Blood donation and donor-registration initiatives

Charity fundraising through live talent showcases

Supporting young people through music and cultural activities

BRADFORD AMBASSADOR

Representing Bradford

In 2019, Raj was selected as a Bradford Ambassador through Believing in Bradford, recognising his contribution to the city and his role in promoting Bradford alongside civic, business and community leaders.

SUNRISE RADIO

From Bradford to a Growing UK Network

Raj continues to help drive Sunrise Radio forward as the station expands its reach across West & North Yorkshire, Manchester, East Lancashire, Milton Keynes and West London — while remaining proudly rooted in Bradford.

FOLLOW RAJ

@AllAboutRaj

Facebook: AllAboutRaj   •   Instagram: @AllAboutRaj   •   X: @AllAboutRaj   •   YouTube: AllAboutRaj

Raj Parmar has cultivated a dynamic and multifaceted career spanning dance, media, hospitality, and broadcasting. A British-Indian Bollywood dancer, choreographer, and well-known television and radio personality, he is best known for his longstanding work with Sunrise Radio, where he currently serves as Director, alongside leading Spice Entertainment.

Under his directorship, Spice Entertainment received a Community Harmony Award in 2009 from Bradford Council, recognising its “outstanding contribution to community harmony in the Bradford district.” Raj has played a pivotal role in transforming Sunrise Radio—a family-run business launched by his mother, Usha Parmar—into a modern, digitally-savvy media platform. His leadership has helped grow the station’s listenership, expand its digital footprint, and secure its position as a trusted and innovative voice within British Asian media.

Raj began his media career at the age of 13, hosting a weekly show on Sunrise Radio (Yorkshire). In 2001, he created and operated a restricted radio service, Mela FM, broadcasting across Manchester, Rochdale, and Oldham for the Manchester Multicultural Mela. There, he handled commercial revenue, presenter recruitment and training, and community outreach. The following year, he was invited to cover the breakfast show on Club Asia, a leading London-wide Asian radio station.

Raj has also played a significant role in the expansion of small-scale DAB (Digital Audio Broadcasting) across the UK. He has led and supported the launch and management of multiplexes in key cities including Bradford, Leeds, Halifax, Milton Keynes, Blackburn, Burnley, and Darwen. His focus on innovation, accessibility, and broadcaster support has made him a respected voice in the DAB community. He has been instrumental in improving digital radio carriage processes, fostering operator collaboration, and contributing to a more inclusive and future-forward broadcasting infrastructure.

A passionate performer, Raj is an accomplished dancer who founded Spice Entertainment, through which he has performed and choreographed high-energy Bollywood-inspired shows at cultural festivals and melas across the UK. He has also been part of renowned troupes such as Signature and Independance, with his choreography featured in music videos for artists like Gubi Sandhu, RDB, and Elusive. His work has been broadcast on platforms including MTV.

Raj’s love for performance gained international attention in Channel 4’s critically acclaimed documentary series Big Ballet. Selected from over 500 applicants, he joined the final 18-member troupe as the only Asian performer and one of just two men. Mentored by legendary dancer Wayne Sleep, Raj played Baron von Rothbart in Swan Lake. The series aired in the UK, US, France, and on Netflix in Ireland, the UK, Australia, and Canada—earning Raj praise for challenging stereotypes in classical dance.

As an actor, Raj has appeared in several film and TV productions, including the independent short Ruby and Diamonds (2004), which was screened at multiple UK film festivals, as well as roles in Mischief Night (2006) and India’s hit drama Saraswatichandra (2014). In 2006, he made a memorable appearance on Channel 4’s Deal or No Deal, where he stood out for his charisma and humour.

Beyond entertainment, Raj has dedicated himself to civic and charitable initiatives. Over the past decade, he has received recognition from Bradford Civic Society for a wide range of community work, including:

• Organising free self-defence classes for women and children

• Hosting blood donation drives for Delete Blood Cancer – Bradford

• Serving as Trustee of the Alan Foster Trust

• Member of Give Bradford (2019/2020)

• Steering Group Member for the Bradford Disability Games 2021

• Representing Bradford as an Ambassador for Believing in Bradford (2019/2020)

• Hosting Talent Showcases that offer young performers a platform alongside professionals, raising funds for Barnardo’s and When You Wish Upon a Star

• Teaching Dhol (Asian drum) classes to foster cultural engagement in youth

In 2019, Raj was honoured to be selected as an official Bradford Ambassador by the Believing in Bradford initiative. Working alongside the Lord Mayor and the Bishop of Bradford, he proudly represented the city at civic events and helped promote Bradford’s vibrancy, creativity, and opportunity both locally and nationally.

He is also widely regarded as a leading British Asian media innovator, known for blending creativity, entrepreneurship, and community impact.

Raj’s career reflects a deep commitment to creativity, cultural expression, and community advancement. Whether through media, dance, civic engagement, or digital innovation, Raj continues to break new ground and inspire audiences across generations and geographies.

Follow him on Facebook: www.facebook.com/allaboutraj

Twitter: @AllAboutRaj

Instagram:AllAboutRaj and subscribe to his youtube channel: AllAboutRaj