Media Prima Audio (MPA) announced the survey results for its newly rebranded stations, where it shows that the brands under MPA have reached a total of over 5 million weekly listeners in the second GfK commercial radio survey for 2021, whilst digital listenership reports an impressive 57 million listeners over the course of 6 weeks.
It is an impressive start for MPA as an audio company, as all 4 radio stations – Hot FM, Buletin FM, Fly FM and 8FM were launched in the midst of the COVID-19 pandemic. Hot FM retains its position as one of the biggest radio stations in the country, reaching 3.7 million listeners weekly, an increase of 30,000 from the previous wave.
In addition, the increasing trend is also reported for Hot FM’s Time Spent Listening (TSL) numbers and its exclusive audience. Hot FM also took the initiative to introduce a new breakfast show with previous heritage talents, AG and Fara Fauzana, paired with a renowned comedian, Fad and it had been well accepted by the listeners. The combination of all three announcers shows exciting prospects, not just for listeners but also for clients and partners.
MPA’s Malay News Channel, Buletin FM has amassed a total of 232,000 number of listeners weekly, despite it being newly introduced to the market in August. The news proposition is a new concept to the Malay demographic and MPA expects it to grow from strength to strength in the near future as it will continue to drive relevant talks and news content as well as synergise with TV3’s biggest news and current affairs program, Buletin Utama.
English station, Fly FM maintained its cume in a tough pandemic landscape and managed to keep its total listenership over a million although driven by a relatively new breakfast show. With positive response received from clients and partners, MPA is thrilled to go into 2022 with an enthusiastic outlook.
8FM rebranded from One FM and the strategy was a synergy with Media Prima’s Chinese TV Network, 8TV. The focus has been changed in terms of demographic and content, and as this is considered its debut for the survey wave, 8FM has done considerably well.
With half a million listeners every week and a growing TSL numbers from 4.39 hours to 6.31 hours while maintaining its total audience, 8FM aims to serve better and more relevant content to its listeners.
Nazri Noran, Media Prima Audio’s CEO, said: “We launched all 4 radio brands on the 2nd of August and barely had a 5 week run before we dived into the survey campaigns which started on the 1st week of Sept. However, we are very optimistic with the results and believe we have set a strong foundation for MPA in 2022.”
“MPA rebranded from RIPPLE and launched 2 new brands (8FM and Buletin FM) and 4 new Breakfast shows amidst the backdrop of a raging pandemic. With car driving almost non-existent, we believed that it was timely for this launch as this would give our stations enough time to hit the ground running for 2022 while getting our on-air talents acclimatised for the first quarter of next year. With the easing of lockdowns in the last weeks and in-car driving increasing due to us returning to post-covid habits, we are very confident and optimistic about 2022. Expect quality radio and definitely some surprises at the beginning of the year!”
Nazri also summed up the radio result for MPA as encouraging. “This being said, we are generally happy with the outcome of this sweep. We thank our listeners for all the support, not to forget our partners who have been tremendously helpful and supportive since we launched. The last 3 months have seen a seismic shift in the way clients and partners see us as a media solution.”
“We find the highest level of pride when our partners namely FoodPanda, CSR Sugars Refinery, Celcom, Takaful Ikhlas, PTPTN, Mcdonald’s , Xiaomi Malaysia to name a few, were on board with us for campaigns and sponsorships since we launched MPA and the 4 stations. Last week, we did an activation with Lotus’s Malaysia, celebrating Malaysians who were on the road for travel or ‘balik kampung’ by distributing exclusive travel & hygiene kits for their usage during their trips. This is one of the efforts that we took to connect with communities, making a difference in the lives of others, with the collaboration with our partners”, added Nazri.
Media Prima Audio aims to be Malaysia’s No 1 Audio Broadcaster across all three vernaculars (BM, English and Chinese) by creating the best content that will resonate with Malaysians.
The company is guided by regular research and analysis of our markets and target groups, which allows us to understand our listeners, and advertisers and know exactly how to engage, inform and entertain.
As such, Media Prima Audio is represented through four broadcast brands – Hot FM, Buletin FM, Fly FM & 8FM. Audio+ is also part of the organization as part of its digital listens initiative where the super app supports all four radio stations as well as podcasts and other engaging content.
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