Author and actor Meera Syal has called on theatres to cater for Asian audiences and recognise the potential of the "brown pound".
The 'Goodness Gracious Me' star said that theatres are missing opportunities in not putting on performances that might appeal to Asian audiences who have an "awful lot of money", the Guardian reported.
She said that this new generation of Asian audience is very gregarious, who spend an awful lot of money on entertainment and culture.
Syal also stressed that Asian theatergoer would not only see Asian plays, and that writers should not only write Asian plays for that audience, as they go see lot of stuff.