WLIE 540AM "New Format?"

Was just scanning the dial along the Jersey Coastline and came across the very strong WLIE. It seems from what I was able to gather that they are "The Tri-State's New Home for South Asian Music & Programming." I know this station has gone through several changes over the years from music to talk to business news and now to what appears to be "ethnic programming." My question is: Is this a recent change/shift in programming? Also is there a market for "South Asian Programming" in the immediate LI area where the station is located? I know central Jersey has a rather large South Asian population but it seems there is a sharp null due west that may inhibit the signal from making it in that direction. Otherwise the Salt Water Prop does wonders along the Jersey Shore Coast!!

Personally even though I am not even remotely a fit in their "demo" I do give them credit if they continue to offer Live/Local programming. It will be of great interest to someone in the listening audience. It doesn't appear to be a network of stations as it is with WNYH which is a step ahead.

Thoughts/Comments??

The WLIE website indicates that the station is seeking additional brokered programming. Apparently while they are currently airing programs for people from India and the surrounding area, they are open to carrying shows aimed at other ethnic groups.
South Asian programming is also available on WRKS HD2 out of New York. They carry HumDesi radio, which is also broadcast on HD2's in a few other large cities.
WLIE site: http://www.s292189146.initial-website.com/
HumDesi Radio: http://www.worldbandmedia.com/Default.aspx

WLIE is like most other AM signals. If you have money, the owners will gladly let you play radio until you realize your money runs out.