Do­ing what it does best

Chi­nese-lan­guage ra­dio sta­tion 988 is fo­cus­ing on cre­at­ing good con­tent above all else.

The Star Malaysia - Star2 - - Music - By MICHAEL CHEANG en­ter­tain­ment@thes­

“DO noth­ing”.

Last Sun­day, 988’s ra­dio dee­jays caused quite a stir on­line when each and ev­ery one of them posted this cryp­tic mes­sage in Chi­nese on their so­cial me­dia pages.

The com­ments sec­tions were flooded with queries and spec­u­la­tion about what the mes­sage meant. Were the dee­jays go­ing on strike? Was some­thing big hap­pen­ing at the ra­dio sta­tion?

The truth, as it turns out, was noth­ing of the sort. In fact, “do noth­ing” was just part of the mes­sages that the Chi­nese-lan­guage ra­dio sta­tion was try­ing to con­vey.

The full mes­sages are: “Do noth­ing but bet­ter con­tent”, “Do noth­ing but im­prove my­self”, and “Do noth­ing but main­tain a good at­ti­tude”.

These mes­sages are part of a new cam­paign 988 has launched that puts more fo­cus on pro­duc­ing bet­ter con­tent, as well as stream­lin­ing the sta­tion’s pro­gram­ming to cre­ate a bet­ter lis­ten­ing ex­pe­ri­ence, ac­cord­ing to 988 gen­eral man­ager Tim­mund Lim.

“Ba­si­cally, we are telling our fans that we won’t do any­thing but what we are good at. We’ll keep do­ing what we do best, which is pro­vide good con­tent and a good lis­ten­ing ex­pe­ri­ence,” he said.

Lim said the idea for the cam­paign came about when they were analysing its own con­tent com­pared to that of other sta­tions.

“We re­alised that al­most all the Chi­nese-lan­guage ra­dio sta­tions

re do­ing al­most the same thing. We’ve been run­ning games, con­tests that kept giv­ing big­ger and big­ger prizes ... how long are we go­ing to keep do­ing that?” he said dur­ing an in­ter­view at the ra­dio sta­tion in Pe­tal­ing Jaya.

“So, we de­cided that we should fo­cus on de­vel­op­ing our own con­tent first, and make sure that we are do­ing it the best that we can, and es­tab­lish 988’s iden­tity as an in­fo­tain­ment chan­nel.”

Lim stressed that the ra­dio sta­tion is not em­bark­ing on a new di­rec­tion: “We al­ready have a clear di­rec­tion for the sta­tion, but some­where along the way, we got a bit side­tracked.

“So now, we are re­align­ing our di­rec­tion and get­ting back on track by con­cen­trat­ing on what we do best – cre­at­ing con­tent that is in­for­ma­tive and en­ter­tain­ing at the same time.”

Part of the cam­paign’s ob­jec­tive is also to stream­line the sta­tion’s pro­gram­ming by cut­ting out any un­nec­es­sary el­e­ments or seg­ments, and fo­cus­ing on mak­ing the flow of the pro­grammes smoother.

“We used to have dif­fer­ent cam­paigns and con­tests that would dis­rupt the flow of the pro­gramme. We want to cut that sort of dis­rup­tion down and put the fo­cus on mak­ing sure the pro­gramme flows smoothly and do

not sound dis­jointed,” he said.

The sta­tion is also try­ing to cre­ate a bal­ance be­tween pro­vid­ing in­for­ma­tive, thought-pro­vok­ing con­tent that can en­rich its lis­ten­ers’ lives, and its lighter en­ter­tain­ment con­tent.

“We have al­ways been fo­cused on cre­at­ing con­tent that is bal­anced be­tween in­for­ma­tion and en­ter­tain­ment. We can’t just fo­cus on en­ter­tain­ment alone.

“Lis­ten­ers don’t al­ways want to know about which celebrity is dat­ing who, or who is mar­ry­ing who!” Lim said.

Go­ing back to the “Do noth­ing” mes­sage that caused such a ruckus, Lim said: “The mes­sage may say we will ‘do noth­ing’, but we’re ac­tu­ally do­ing the op­po­site! We’re do­ing ev­ery­thing to make sure that what we ARE do­ing is the best!”

988 is part of Star Me­dia Ra­dio Group. For more in­for­ma­tion, visit 988’s of­fi­cial web­site ( or Face­book Page ( my).

Photo: Star Me­dia Ra­dio Group

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