|senior celebrity DJs anchoring FM103|
if there is one thing that internet doesn't or hasn't killed, it is the radio stations. most folks working 9-to-5 jobs still tune in to radios when they drive to work, or are stuck in KL's infamous traffic jams.
the problem with malaysian radio stations is most of them are format radio, meaning the DJs have absolutely no choice over song selections, it is the program director who dictates what songs to play. and sadly because of this, most songs are played to death. how many times you'd listened to "you to me are everything" on light and easy? sometimes, it could be 5 times a day, jesus christ!
second problem is, most DJs are shallow and noisy/annoying to the max! for "mature uncle" listeners like yours truly, we just want music, good music, music for our era, minus the incessant verbal diarrhea.
for local chinese radio stations, things are no better, because of the many commercial factors and the target audience. chinese radio stations here wants the latest hits (mostly thrash), targets the youngest crowd (mostly students or young adults!). i am not sure who their advertisers are but to me, this segment of listeners have the least buying power!
most local chinese radio stations have closed their doors to our albums/songs, save for one and two, and even then, with limited air-time. they find our music not suitable to their target audience, which is understandable. we don't harbor grudges against them but we were silently waiting for the break of a new dawn. deep inside, we were telling ourselves: "let's see if the top management wakes up from their slumber and start catering music for the crowd with buying power?".
it took astro over one decade to realize that they have grossly ignored a niche segment in the market: the over 30 year-olds. these people would be senior executives, department heads, or senior managers or business owners, the ones with the real money to spend. aiya, just to reveal you the open secret la, it is also our target.
FM103 comes like a breath of fresh air, playing songs that uncles like us would recognize, 7 times out of 10. it makes guessing the next song so much more exciting. in the past, i don't listen much to chinese radio stations, but now i am tuned in to FM103! and the best part, the DJs, mostly senior DJs with experience and maturity, do take the time to talk about their memories of the song, who was the singer and how it relates to them. i thought this is incredible. experiential sharing! so much better than yakking with no substance!
so, uncles and aunties, tune in to FM103 and find a new hobby in radio listening while driving or being stuck in massive jams!
if budget permits and if their ad slots are reasonably priced, we may consider advertising in FM103!