Local radio stations strive for relevance in bid to be No. 1

KUALA LUMPUR: The many local radio stations not only need to compete amongst themselves but also strive for relevance in their bid to become the number one station for listeners, radio personality Datuk Yasmin Yusoff said.

Such challenges could be overcome through changes and being different so that listeners would always be excited and not bored with each segment offered, she added.

“Create content, look for other partners to collaborate with so that you won’t lose listeners. Don’t wait till you’ve lost them then only start thinking of solutions.

“When you’re on the air, don’t stop to think because there’s a lot of ‘buttons’ in radio, and listeners can change to another frequency at any time,” she said on the ‘Temu Bual Radio’ programme by Bernama Radio, yesterday.

Former RTM broadcaster Mohd Nor Amin, better known as Noramin Mosyi Mosyi, concurred, adding that a radio broadcaster had to be knowledgeable and widely read.

The current challenge, according to him, was that radio stations would air live on radio and video on social media to attract listeners.

“Previously they (listeners) didn’t have much choice but now it’s in reverse, broadcasters are looking for listeners as most people don’t really listen to the radio,” Nor Amin said.

Radio deejay Tuah Zolqarnain Idris, 47, who goes by the moniker ‘Tyzo Xander’, meanwhile, felt that more radio broadcasters needed to have facts and knowledge so that they could convey accurate information to their listeners.

“They need to have good points to share with listeners, otherwise there’s nothing great and it will cause listeners to tune out.

“Even if we’re called radio entertainment broadcasters, we need to know about what’s being discussed as it will attract the attention of listeners, in addition to talent and our vocal intonation,” he said.

Tyzo added that radio broadcasters should not chase popularity, but needed to work hard so that they could reap the rewards in the future.

The World Radio Day is celebrated every Feb 13 to celebrate the role of radio as a medium of delivering information and a platform of entertainment and music industry globally.