Kuala Lumpur, 09 Sept 2009:
Radio as a medium has survived several offensive obstacles over the decades including the launch of television, the invasion of music videos, and the impending explosion of Internet radio.

Today, 090909, marks the inauguration of Radio Day in Malaysia by the 19 members of Commercial Radio Malaysia (CRM) celebrating the continuing growth of listenership and a healthy rise in advertising revenue, as attested by a survey conducted by AC Nielsen.

“Radio is still relevant in the Internet age, and there is every reason to believe we can coexist and expand our reach,” affirms Dato’ Borhanuddin Osman, CRM’s President. “We want to connect with out audience interactively and maintain the close relationship we have enjoyed with our listeners.”

Apart from the government-controlled, RTM stations, CRM members account for 19 stations covering Bahasa Malaysia, English, Chinese, and Indian languages and multiple formats.

Dato’ Borhan recognises that the media environment has changed radically with the advent of digital convergence, “but the challenges have inspired an infusion of fresh ideas and marketing initiatives to sustain the relevancy of radio as a powerful and influential medium.”

Radio Day, says Dato’ Borhan, is a slow of unity among the commercial radio stations to give Malaysian listeners the broadest mix of entertainment and news.

Malaysia is only the first country in the world after Russia and the Netherlands to have an official Radio Day.

“Radio still plays an integral part in people’s daily lives at home, in the office, and during their commutes,” Dato’ Borhan says. “With advances in technology and the imminent launch of high-definition radio, the medium will reach more people and engage them for longer periods.”

In some countries, radio is perceived as an archaic force that targets the baby boomers. In Malaysia, radio is still a viable vehicle to reach young consumers through innovative marketing campaigns.

“Radio has emerged as a potent interactive medium,” says Dato’ Borhan. “People are not just listening to radio – they are responding to it by commenting on current issues, participating in on-air contests, chat rooms, and on-ground events.”

He adds that it is also a multi-dimensional medium with access via mobile phones, the Internet, and satellite television.

Even today, radio remains the heartbeat of music. Commercial radio stations subscribe to varying programming modules – format radio, prime time, demographic fragmentation, and sponsored programming.

“The key to our collective success is variety,” states Dato’ Borhan. “We program music to suit our specific audience tastes. More importantly, we are committed to promoting local music and building a strong base for Malaysian talents.”

On an annual basis, Radio Day is designated to reach out to the public in ways that are more meaningful and getting them to offer useful suggestions. For the next 12 months, CRM members plan to host seminars and workshops, establish scholarships, work on joint promotions and national campaigns, launch a radio camp, and institute radio awards for the best in the broadcasting industry.

“We have travelled a long journey to get to where we are today,” notes Dato’ Borhan. “Today is a special day for us to thank our loyal listeners, supporters, partners, associates, and advertisers.”

*Commercial Radio Malaysia