Asian media in Europe, particularly in Britain has gone through a metamorphosis in the last few years. There are so many differing avenues for Ethnic communities to forward their point of view, that the choices are amazing, and all levels of people are catered for not only the Asians, but many a main stream viewers watch these channels or news medias with a great interest.
Its also helping to project a better, truer and positive image of Asian culture in Europe. Particularly after heinous acts of terror in WTC its even more important that communities are able to put their point of view forward

Not only that the ethnic media is serving the community in a very powerful and positive manner but its helping bringing many a budding media stars forward its providing young Asians a stable way to develop their expertise but also making it much easier for them to break into the main stream sources of communications so their future in communications looks bright.

"Founding Father of Ethnic TV"

Taher Memon the Chief Executive of PRIME TV the leading Pakistani Channel not only in Europe but also now in USA is one of the founding Fathers of community based media in Europe.

Taher Memon is an inspiration, a guide and a legend in his own lifetime a softly spoken but firm and strong personality has time to listen to everyone's views and also take positive action at the same time to fulfil needs of all segments of the community

Down to earth Mr Memon is a marketing Guru who established PRIME TV against all odds and with next to no resources against a cash rich entourage of various companies establishing Asian channels, He not only established PRIME TV but also based it on the needs and dreams of community in Europe and won their hearts and minds.

Taher Memon came into UK to lead PRIME TV from the front in April 1999,under challenging conditions and turned the Channel operations to a huge success starting from moving the play out of PRIME TV from Norway to UK and extended transmission to 24 hours with focus on catering to the needs of the core audience both in UK and Europe.

Mr Memon staked his reputation as a leading edge communicator and 40 years experience in communications and mass media behind Re-establishing PRIME TV as a main source of community attention and attraction and made it the best channel for the community.

His perfectionist attitude and meticulous planning, dynamic organising abilities with a creative flair gave PRIME TV the edge it needed to appeal to a diverse and amazingly difficult audience as the Asian community.

PRIME TV still has very limited resources despite having the largest share of the market audience but running a tight ship successfully comes as a second nature of Taher Memon after going through some of the most eventful launches of various media events within Pakistan and creating amazing results with little or no resources in the last 40 years.

Taher Memon is not only the Media man but has also become a community leader, people from various segments of the community regularly contact him for advice and opinion and he is regularly asked to speak at various community functions, I wonder if he will stand for the parliament in the next election or might commander a nomination in the House of Lords.

He has an amazing insight into the market forces I have personal experience of that, on few occasions when I talked to him on various issues regarding programming I met him armed with research figures, but he proved me wrong on all occasions by talking to me with his own research and convinced me with the logic of market forces.

Taher Memon is an amazing personality without whom today's Asian media would not have come through to such positive state of affairs and recognition.

- Ayesha Yazdani