Astro Radio eyes expansion with local content
When you look at local youths, aside from proactive programs such as skateboarding and the likes, they are also into the social media programs making YouTubers a new generation of celebrities that we could rally to organise events.
KUCHING: Astro Radio Sdn Bhd (Astro Radio) has plans to further expand its platform while also making the local stations fully independent, making it not just an urban radio station but a state radio station.
Astro Radio operations manager Dhan Andreas explained to The Borneo Post that the station always keeps in mind the local target audience via local market research, highl ighting that Sarawakian youths are always hungry for events.
“When you look at local youths, aside from proactive programs such as skateboarding and the likes, they are also into the social media programs making YouTubers a new generation of celebrities that we could rally to organise events.
“However, when these people come down, they always go to KL compared to East Malaysia and we’re trying to do something on that,” said Andreas.
Despite these issues, Astro Radio has proven to be a success in the Eastern states with 54.1 per cent market share across its stations for both Bornean states.
“One thing about Sarawak
Dhan Andreas, Astro Radio operations manager
is that the people here are very proud of their state and we plan to ride along certain festivals and events to maximise our reach,” said Hafiz Nizamuddin, general manager for Sabah and Sarawak.
“Festivals such as Gawai and events such as the Sarawak Regatta, have always garnered attention.
“We also have events lined up for this year, ranging from gigs to non gigs events.
All these are already in the pipeline but will be rolled out in stages as we need to get the timing, stategyandimplementation right.” The reason for such emphasis on local content, Andreas said, was because “we are based here, we are broadcasting here, even most of those working here are localss.” “Our announcers and DJs are becoming local celebrities.
Hitz announcers such as Kiyoshi, Tasha and Rose are well accepted as they’re local, people hear them on the radio all the time and they still keep in touch with the people on the ground.
“Iour efforts to keep this local flavour going, we are planning to make our stations here fully independent, all content will be fully local,” Hafiz enthused.
Expansion plans are already set with new segments in the pipeline and a full five segments set within the next two years said the managers.
Aside from traditional radio, Astro Radio has also expanded its digital platform with the creation of a fully inhouse made app called ‘Raku’.
“Raku is a homegrown music streaming service that focuses on online radio services.
It is completely free and available on both Android and iOS as well as for desktops,” Andreas added.
“This App enables users to listen to all Astro Radio Stations and giving the option for the App to recommend music that fits mood, activity or genre.
It also gives advertisers access to a new media audience.
“It also enables us to hit our target audience in areas where people can’t access our station.” ///end Andreas and Hafiz posing for a photo.
Expansion plans are already set for Astro Radio, with new segments in the pipeline and a full five segments set within the next two years said the managers.