The station broadcasts from the heart of Coventry in the UK – Hillfields. An area with many social and economic problems, but with a rich & diverse ethnic heart and community feel. From the Irish in the 1950’s, to the West Indian Community in the 1960’s to the current African, East European and Middle Eastern migrants, Hillfields (and the WATCH Community Centre where the station is based) has always been the first place for new migrants to visit. The area has a rich and diverse ethnic make-up and this is illustrated in the rich and diverse shows and presenters here at The Hillz. The Hillz is a truly alternative radio station to the tired, mainstream radio in the City.