The colour of Money - Anjna Raheja

7.9% of the population is from ethnic minorities, but the advertising industry does not reflect this.
whether this is in terms of employment or targetting clients.

the 2nd and 3rd generation of ethnic minority are thought to be brand conscious, technologically savvy and proud of their culture - strong consumer.

72% of south asian community live in pay tv homes compared to only 39% of the uk population as a whole and 74% have a mobile phone compared to 69% indicating that ethnic minority not necessarily deprived or less better off.

Also increase of south asian channels, 18 dedicated tb channels,6 commerial radio stations.