Exercise 2

Audience & The Media

1) Make a list of (radio stations and television channels) available in Malaysia (hot fm, hits fm...)

2) Identify audience demographic appropriate and psychographic appropriate for all the above.

3) Present in class week 2 tutorial.

Radio Stations

Source: Bates Pan Gulf Group

Wave 1 2011 Overall Ranking	Participating Channels	Average Weekly Reach Audience
		Wave 2 2010		Wave 1 2011
		('000)	%	('000)	%
1	SINAR	4,216	24.6	4,195	24.2
2	ERA	4,150	24.3	3,958	22.8
3	hotfm	3,546	20.7	3,452	19.9
4	THR	3,303	19.3	3,402	19.6
5	MY FM	2,029	11.9	2,070	11.9
6	Suria fm	1,881	11.0	2,001	11.5
7	hitz.fm	1,577	9.2	1,575	9.1
8	988	1,545	9.0	1,540	8.9
9	Muzikfm	1,081	6.3	1,170	6.7
10	Klasik nasional	1,264	7.4	1,140	6.6
11	IKIM	786	4.6	852	4.9
12	Minnal fm	720	4.2	739	4.3
13	KELANTANfm	863	5.0	727	4.2
14	one FM	623	3.6	692	4.0
15	KEDAHfm	819	4.8	675	3.9
16	Fly FM	728	4.3	590	3.4
17	MIX FM	451	2.6	523	3.0
18	aifm	524	3.1	497	2.9
19	LITEFM	364	2.1	366	2.1
20	TERENGGANUfm	232	1.4	308	1.8
21	Red FM	218	1.3	282	1.6
23	PERAKfm	343	2.0	266	1.5
22	MUTIARAfm	199	1.2	256	1.5
24	MELAKAfm	146	0.9	226	1.3
25	JOHORfm	126	0.7	224	1.3
26	NEGERIfm	124	0.7	165	1.0
28	PAHANGfm	209	1.2	158	0.9
27	KLfm	153	0.9	149	0.9
29	TraXXfm	76	0.4	111	0.6
30	Asyikfm	130	0.8	95	0.5
31	PERLISfm	115	0.7	77	0.4
33	XFM	221	1.3	73	0.4
32	SELANGORfm	88	0.5	61	0.4
34	LANGKAWIfm	49	0.3	54	0.3

Source: Nielsen Radio Audience Measurement (RAM)

BM Channels

Reach 55.2% of all people aged 10+ in Peninsular Malaysia weekly.

SINAR (top BM channel) - 4.2 million listeners (24.2%)

ERA (second) - 3.96 million audience (22.8%)

hotfm (third) - 3.45 million (19.9%)

Suriafm (fourth and at sixth place overall) - 2 million listeners (11.5%)

Muzikfm - 1.17 million (6.7%)

Klasik nasional - 1.14 million listeners (6.6%)

IKIM - 852,000 listeners (4.9%)

Radio Station	Demographic	Psychographic
SINAR	Malay audience	Interest, entertainment
ERA	Malay audience, younger generation	Entertainment, pop, lifestyle
hotfm	Malay audience, young adults, below age 40	Lifestyle, tech savy, interest, entertainment
Suriafm	Malay audience, adults	Adult contemporary, pop, entertainment
Muzikfm	Malay audience	Adult contemporary, electronic-dance, techno music
Klasik nasional	Malay audience, older generation	Malay classics, interest
IKIM	Malay audience, adults, older generation, religious individuals	Religious, interest

Chinese Channels

MY FM - 2.07 million listeners (11.9%)

988 records - 1.54 million listeners (8.9%)

one FM - 692,000 listeners (4%)

aifm’s - 497,000 listeners (2.9%)

Radio Station	Demographic	Psychographic
MY FM	Chinese audience, younger generation	Interest, entertainment, pop, lifestyle
988 records	Chinese audience, young adults	Entertainment, adult contemporary
one FM	Chinese audience, young adults, below age 40	Lifestyle, adult contemporary, Asian music, interest, entertainment
aifm’s	Chinese audience, adults	Adult contemporary, entertainment

English Channels

hitz.fm - 1.58 million listeners (9.1%)

Fly Fm - 590,000 listeners (3.4%)

MIX FM - 523,000 listeners (3%)

LITE FM - 366,000 listeners (2.1%)

TraXXfm - 111,000 listeners (0.6%)

Radio Station	Demographic	Psychographic
hitz.fm	English speaking audience, younger generation	Interest, entertainment news, pop, lifestyle, tech savy, fashion
Fly Fm	English speaking audience, younger generation	Entertainment, pop, interest
MIX FM	English speaking audience, young adults, below age 40	Lifestyle, adult contemporary, interest, entertainment
LITE FM	English speaking audience, adults, age 28 above	Adult contemporary, oldies, entertainment
TraXXfm	English speaking audience, young adults	Adult contemporary, pop, entertainment

Bi-lingual channels - THR Raaga/THR Gegar, which continues to rank fourth overall, has attracted a weekly audience of 3.4 million (19.6%). Red FM enjoys an increase of weekly listeners to 282,000 (1.6%).

While Radio Television Malaysia (RTM) regional channels capture a total of 3.03 million (17.4%) listeners all together, KELANTANfm and KEDAHfm continue to be RTM’s top regional channels with a reach of 727,000 (4.2%) and 675,000 (3.9%) listeners respectively.

Television Channels

Source: Bates Pan Gulf Group

Sources : Media Planning Guide 2011 - Advertising Media Planning (7th ed.)

Astro Channels

Channel	Language	Estimated Average Monthly Reach/Ratings 000s	Demographic	Psychographic
Prima	Malay	5029	Malay audience	Family programmes, dramas, news, entertainment, lifestyle
Ria	Malay	5564	Malay audience	Family programmes, interest, entertainment, lifestyle
Star Sports	English	2077	English speaking audience	Sports, interest, commentaries and statistics
Smv	English	1371	English speaking audience	English movies, European movies (french)
TLC	English	1884	English speaking audience	Travel, culture, food
TVIQ	English	1378	English speaking audience, mostly children below 10 years old	Children programmes, fun and learning, cartoons
TVBS	Chinese	876	Chinese audience, adults above age 28	News, entertainment, forums, interests, finance segments, drama, movies, Asian content (Taiwan and China)
WATV	Chinese	700	Chinese audience	China segments and content, news, movies, entertainment, drama
WLT	Chinese	1235	Chinese audience	News, entertainment, forums, interests, finance segments, HK drama, music, movies
XHE	Chinese	1067	Chinese audience	China segments and content, news, entertainment, drama
Sun TV	Tamil	1226	Indian audiences	Interest, news, entertainment, dramas, forums, live shows, music, movies
Vaan	Tamil	1410	Indian audiences	Interest, news, entertainment, dramas, music
ZEE	Hindi	3185	Indian audiences	Interest, news, entertainment, dramas, live shows, music, movies

FTA (free-to-air) Channels

Channel	Language	Estimated Average Monthly Reach/Ratings 000s	Demographic	Psychographic
TV1	Multi	11636	Mostly Malay audience	Family programmes, dramas, news, entertainment, lifestyle, local productions
TV2	Multi	14448	Mostly Malay audience	Family programmes, interest, entertainment, lifestyle, news, dramas, local productions
TV3	Multi	15097	Malay audience, English speaking audience	Family programmes, interest, entertainment, lifestyle, drama, culture, news, local productions
NTV7	Multi	11356	Children and teenagers, young adults	Cartoons, family programmes, news, dramas, entertainment, lifestyle, local productions
8TV	Multi	7851	Chinese audience, English speaking audience, younger generation	Music, drama, movies, news, entertainment, lifestyle, tech savy, local productions
TV9	Multi	10712	Mostly Malay audience	Religious programmes, news, interest, drama, local productions

References

Balnaves M., Donald S.H., Shoesmith B. (2010). Malaysia – Radio. Media Theories and

Approaches: A Global Perspective. Retrieved on February 2, 2012 from the World Wide

Web: http://www.palgrave.com/culturalmedia/balnaves/atlas/Malaysia/radio.html

Balnaves M., Donald S.H., Shoesmith B. (2010). Malaysia – Ownership and Control. Media

Theories and Approaches: A Global Perspective. Retrieved on February 2, 2012 from the

World Wide Web:

http://www.palgrave.com/culturalmedia/balnaves/atlas/Malaysia/Control.html

Chen S.Y. - The Nielsen Company (2011). Radio Listeners Tune in Almost 25 Hours in an

Average Week - The Highest Average Time Spent Listening in 5 Years. Retrieved on

February 2, 2012 from the World Wide Web:

http://www.acnielsen.com.my/site/20110519.shtml

Scissors, J. Z. & Barren, R. B. (2010). Advertising Media Planning (7th ed.). New York:

McGraw-Hill

TuneIn.com List of Local Radio Stations. Retrieved on February 2, 2012 from the World Wide

Web: http://tunein.com/radio/Kuala-Lumpur-Malaysia-r100953/?qlc=1