Does radio have a future?
“Definitely, as radio today is digital, online and mobile,” according to Astro Radio CEO Datuk Jake Abdullah.
In the recent study conducted by GfK for Commercial Radio Malaysia, 97% or 19.9 million people in Peninsular Malaysia aged 10 years and above spends an average of 15 hours a week listening to radio.
Astro Radio retained its position as Malaysia’s most popular radio network with 15.1 million listeners on its platform. Its stations ranked number one across all languages with ERA fm the No.1 Malay station; hitz fm the No.1 English station; MY FM the No.1 Chinese station and THR Raaga the No.1 Tamil station while THR Gegar upholds its No.1 East Coast station position. ERA fm remains the top radio brand in the country with 5.8 million listeners while Sinar FM comes in second with 4.7 million listeners.
The stations continue to engage, resonate and widen their reach. Cumulatively, its Malay language stations reached 74.2% listeners, English language stations reached 85.5% listeners, while the Chinese language stations reached 63.2% listeners. Its sole Tamil language station, THR Raaga reached 87.3% listeners and garners the highest Time Spent Listening (TSL) amongst all radio stations in the country with 11 hours and 38 minutes. Additionally the top Breakfast and Drive shows on the airwaves are on ERA fm, with 3.3 million listeners and 2.9 million listeners respectively.
Jake adds, “The backbone of the group’s success is its enduring commitment toward creating engaging campaigns which touch Malaysians on multi platforms be it on air, online, or on ground. Radio should not be construed as radio per se, but as a content medium. Utilising the strength of our radio brands and talents, we are focusing on digital and social media to deepen our engagement with our fans.”
Tapping into the power of Now
In a world of instantaneous actions and reactions, thanks to the growing ‘shoot and stream’ platforms such as Facebook Live, people are quick to respond, if you provide them with the right content.
Understanding this insight, hitz fm created a one-day campaign ‘hitz Ford 24 Hour Challenge’ to showcase the durability of Ford Ranger. The Ranger, manned by a team of 6 hitz Ford cruisers, travelled 24 hours to complete five challenges, stopping at locations in Perak, Penang, Kelantan, Pahang and the Klang Valley.
The Ford Ranger’s strength and capacity were put to the test through various tasks during the 24-hour grueling challenge from pulling a brick wall to towing a 3,500kg jet plane; each task to showcase the Ranger’s unique features.
To get the audience involved …..
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