Doing what it does best
Chinese-language radio station 988 is focusing on creating good content above all else.
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 (988.com.my) or Facebook Page (fb.988.com. my).