WITH the relaxation of SOP by the government due to the transition into endemicity, Media Prima Audio (MPA) has taken the opportunity to line up various activities in strengthening the branding for its new radio station which was launched in January — Molek FM.
Its chief executive officer Nazri Noran says besides maintaining the standard formula of putting the right songs on air, hiring radio announcers with experience and those who are relevant to the station's targetted listeners and approaching its audience with arts and cultural activities, are among the new approaches it has taken.
"Before Molek FM was launched, MPA had conducted a market survey in finding out our target listeners' needs and wants.
"While we opted for the tried and tested formula used by other stations, we have also decided to take another step ahead to improve by injecting new elements, which is in line with what today's radio listeners love to listen to," he says.
Nazri adds as the radio is focused towards listeners from the East Coast states like Kelantan and Terengganu, there is definitely a different concept which the station offers as compared to other radio channels available.
"For example, in our song selection, we have a rather different playlist compared to radio channels meant for urban listeners or those focused on a younger crowd.
"What you will hear on air when you tune to our radio are songs with Irama Malaysia genre, Hindi numbers, Thai Pop or even 'rock kapak' as these are what our listeners love to listen," explains Nazri.
Right approaches
"Besides choosing the right content, it is important for MPA to bank in on the right radio announcers too," says Nazri.
"So far, I can say that by putting radio personalities such as Fizie Roslan, Mek Zura, DJ Nazz and Mat Dan in charge has proven to be the right move. We've received many positive feedbacks, which is very encouraging," he says proudly.
Nazri adds other promotional activities held so far has helped to further publicise the new radio station.
"What a better way to promote an entertainment platform other than organising arts and cultural activities to engage our listeners during our programmes held at various locations in the East Coast?
"So far we've organised programmes which include Dikir Barat and Muay Thai, both are traditional arts which are very much enjoyed by the people in the region," he shares.
Gaining traction
Despite having been in operation for only four months, Nazri says the radio channel with the tagline Gu Pantai Timur, has managed to amass its own listeners and following
"This is based from the feedback we received and the encouraging response whenever we held promotional sessions in the East Coast states. Molek FM definitely has quite a following now.
"Many have complimented us on our efforts in introducing the 'Cross Over' squad known as Geng Molek, which has made the radio station physically felt by the listeners there instead of just being 'heard'.
"Meanwhile, judging from the new form of 'gauge' via social media, our Instagram and TikTok accounts have each reached almost close to 20,000 followers.
"With more promotions carried out consistently, I'm confident that within five years, Molek FM may just be the No. 1 radio station in the East Coast" says Nazri optimistically.
Banking on familiarity
Asked on selecting experienced DJ Nazz and Mat Dan (Britain-born social media celebrity Daniel Tyler) to handle the Molek Petang segment, Nazri admits the two have met all the criteria, as well as the credibility and calibre in helming the show and bringing forward the station's mission.
"We need announcers who are easy to listen to. I see that Mat Dan is perfect for this role. Besides his personality, his grasp of the Terengganu dialect (a skill which turned him into social media celebrity overnight) attracted the listeners.
"Co-incidentally, he had an experienced as a radio announcer for a local radio station in Terengganu previously.
Although it was a short stint, he had fun doing it and when we approached, he didn't need much convincing to accept the offer," recounts Nazri.
As for DJ Nazz, Nazri says he was toying with the idea of roping him to join Molek FM for sometime, but mooted the idea only after his tenure with his previous employer ended.
"Only after his contract with that radio station ended did MPA make the offer. The offer was made through proper procedure and there's no question of 'stealing' him from his previous job as some rumours have suggested," explains Nazri during a breaking of fast event by Hot FM and Molek FM at Villa Zamara in Sungai Penchala, Kuala Lumpur.