She can’t help but giggle every time she hears those three words because it is something many people continue to say, even though the facts indicate otherwise.
As Astro Audio director and someone in the business for over a decade, Priya Dharshini admits times are changing. Traditional FM broadcasts must now compete with many digital platforms and streaming services.
Yet, radio remains the go-to for most Malaysians, and Priya Dharshini believes radio stations have much more to offer listeners, including in digital, and social media spaces. Astro Radio’s 13 brands, and the SYOK application are eager to capitalise on the digital transitions.
SYOK is a multilingual entertainment application that offers listeners access to 85 online radio stations, a news channel, articles, podcasts and videos.
“Radio has a 95 per cent market space reach in Malaysia. That is an amazing number,” said Priya Dharshini, who oversees the creation and execution of content initiatives under the Astro brand.
“Other countries, like Australia, only have 60 per cent reach.”
Having helped cement Astro as the brand people think of when it comes to radio, Priya Dharshini’s message is loud and clear: “We are ready for the next evolution in radio”.
“We cannot be complacent. If at any point that switch happens, we need to be 100 per cent prepared. We realise that our content is no longer ‘on air’. People are consuming radio differently these days,” said the psychology graduate.
“While many still listen to us on the radio, some listen to us digitally via our SYOK application – also available on the Astro box – or via our social media pages.
“That is why we have shifted from saying we are “stations’ to being ‘brands’. We are always ‘on’, no matter where you consume our content.”
She cited the example of Era presenters who were the first radio people to be on the catwalk during the Kuala Lumpur Fashion Week a few weeks ago.
“The announcers and presenters took part in the event. They posted about their experience on social media,” said Priya Dharshini.
“Many who don’t listen to Era the traditional way know our brand. And Era’s viral TikTok from the Kuala Lumpur Fashion Week, and reactions to their social media posts, show that people consume radio differently these days.
“We have podcasts of our shows online. The content is permanently out there, so if you missed it, you can consume it whenever you have the time.”
STAYING UP TO DATE WITH ‘LAGI FRESH’
Not one to rest on their laurels, Priya Dharshini and Astro recently launched a campaign to help them remain No. 1.
Although a “well-oiled machine”, Astro hopes to remain relevant and to stay connected with its listeners via its ‘Lagi Fresh’ (staying fresh) campaign.
“In some ways, we were getting predictable, so we did an in-depth survey with Radio 360 to help shape Astro Radio’s future,” said Priya Dharshini.
Under Radio 360, streaming data will be obtained directly from the source, via the daily collection of station server logs and GfK Sensic Tag (digital audience measurements) across websites and listening apps. The technology captures when a radio stream starts and stops.
“We know we are No. 1 and have been so for 20-odd years, but we needed to evolve. We asked the listeners what they wanted. We received fantastic feedback – some things we knew, and some, we didn’t,” she said.
“The main one was to play more music, and have fewer announcements. We can’t play too much as it would affect business, but we have found ways to do block programming to satisfy the need for more music.”
Another thing the survey revealed was that Astro was right to phase out the prank calls segment, synonymous with its stations many years ago.
It also confirmed what Priya Dharshini already knew – that song requests were back in.
“Our last prank call was on MyFM on Aug 2. It was a ‘thing’ 15 years ago, but people got fed up. We have to evolve,” she said.
“Something that came back and is in demand is song requests, which regained its popularity during the pandemic.
“People were stuck at home listening to the radio. They were missing their friends, and one way they ‘connected’ was by sending song requests.”
The survey also taught her team to “unlearn” radio, take on a digital mindset, and figure out what they needed to do to be relevant to today’s listeners who may not tune in at a fixed time, every day.
“If we don’t change or evolve, then the doomsayers would be right – radio is dead,” said Priya Dharshini.
“It was about understanding if the content we were putting out was relevant to today’s listeners. We had to look outside the ‘radio bubble’ and see if people cared what was on air.
“It is also what we do on the ground. We held several events around the country. The response was amazing. Our presenters were like rock stars.”
WHY NOT?
One way of staying ahead and being No. 1 is to look at the big picture and say: “Why not?”
Priya Dharshini said advertisers are used to brands saying no, or giving short shrift to out-of-the-box ideas. But Astro Radio is different.
“Advertisers must realise that radio is mass. We have always been about reaching out to as many people as possible, not just in the Klang Valley or the urban areas,” she said.
“We want to do things that excite people. That is why when the CelcomDigi merger happened, we suggested a partnership with another radio station that was not under Astro’s stable.
“It was about getting the widest reach, and they were happy to do it. So, come with us with whatever ideas you have. The crazier the idea, the better.
Priya Dharshini said that while the brand remained the same, culturally, it is a ‘new Astro’, and the brand is willing to take risks to stay ahead of its competitors.
Most of those in leading positions in Astro are only in their 30s, and they have ‘Lagi Fresh’ ideas to shake things up.
“We must change this narrative that we are not evolving,” said Priya Dharshini.
“We have one manager who is 28 – the same age as the brand! So, you can’t say we are doing the same things as these young leaders have fresh ideas.”
With comprehensive real-time data from Radio 360 and a determination to evolve and be relevant to today’s listeners, Astro Radio resolves to remain No. 1 in Malaysia.
