Launched in 2004, Hit 96.7 FM caters to the Expat Keralites who make up the largest expat community in the UAE. The station is the only 24 hour Malayalam FM station in Dubai playing non-stop Malayalam hits and hourly Tamil songs. Listeners are broadly under 45, with the majority being 21-35. This is an ambitious and highly educated group of people. They stay in touch with their roots back home but are eager to progress in their new lives also.