本地电台或增设更多互动单元

林国豪 整理

20190419_news_countdown

有听众曾在报章的互动栏目提议,增设更多互动单元,增加听众与主持人的互动,当中包括“YES/NO”以及“同意/不同意”的投票单元。

由于大部分的中文电台都通过台湾、香港,以及中国新闻网站,如ETTODAY以及新浪(SINA)等,获取主要的空中讨论题材,以至让空中分享内容达到饱和,并出现重复。

因此,与其采用一般的新闻分享与讨论形式,在个别节目增设一个投票单元,针对所采集的海外内容,让本地听众表达意愿与想法,除了能增加观众的参与感,也能使得呈现出来的新闻贴近生活,而非凭空、表面之谈。

建议举办更多“户外开讲” 让听众参与播音

曾经987FM以及Lush99.5FM在商场设立直播室,但由于成本过高和保安问题,已经取消了其做法,后者也因为收听率低靡,选择关闭电台。然而,中文电台举办“户外广播”的例子反应却正好相反,UFM100.3的《U选1000终极倒数》、96.3好FM的《好歌发烧榜》和Y.E.S93.3FM、Capital95.8FM以及Love97.2FM为台庆举办的户外广播却吸引大批人潮,显现它的市场潜力,以直接刺激收听率。

Decline of Identity and Listenership among Local Chinese Radio Stations

Lim Guohao

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In today’s technological age and consumer-driven economy, Singapore’s Chinese radio stations are mainly concerned with listenership figures, which predominantly determine their survival and success.

In their race towards attaining greater listenership, these radio stations are gradually losing their identities. Greater uniformity in song features and discussion content are key factors that account for such a trend.

Individual identities of many Chinese radio stations across the region have been declining, especially within Singapore. A predominant factor behind this trend lies in the declining number of the target audience, specifically those below the age of 35. This is due to the growing popularity of alternative forms of entertainment, such as online radio channels, social media platforms (eg. Facebook, Twitter) and online broadcasting avenues (eg. YouTube, DailyMotion).

As a result, many local radio stations are now aiming to attract greater numbers of middle-aged (35-59 years old) listeners, in addition to their pre-existing group of core target listeners. As most of the middle-aged in Singapore have greater purchasing power, they could help boost the radio station’s appeal towards various advertisers.

However, such ‘strategy’ adopted by these radio stations might provoke a backlash as more high quality and niche radio programmes, targeted towards a smaller group of audience, is being demolished.

For instance, the once-popular jazz radio show UrbanNite on UFM100.3 was terminated due to the relatively lower commercial revenue that it generated, as compared to other programmes for the general audience.

Another example would be a local paid radio service, Rediffusion. Offering unique and alternative radio programmes, it had once reached its peak with an impressive number of 120,000 paid subscribers in the 1980s.

Traditional storytelling programmes, hosted by ex-local radio veterans Lee Dai Soh (or Li Da Sha) and Wang Dao, were extremely popular on Rediffusion. However, as time passed, listenership began to decline and this led to the closing down of the historic cable radio service in 2012. It was announced in December 2012 that a new form of Rediffusion would be launched, with an array of radio shows that would appeal more to general public preferences.

Instead of cultivating a radio listening culture among the younger generation, the radio industry is focusing on retaining its older listeners. Songs broadcasted are those from the 1980s to 2010, with many repetitions of singers such as Jacky Cheung, Zhang Hui Mei, Aaron Kwok, Daniel Chan and Julie Su (more commonly known as Su Rui). Additionally, the content of news discussed is centred on entertainment, family and relationship issues.

Such moves could be unfavourable for the local Chinese radio industry. Young listeners below the age of 35 might be disinterested in Chinese radio stations if programme contents do not appeal to them.

They might also have difficulty in identifying the radio stations. In the next 20 years, without the existing group of older listeners, local radio industry might face serious survival problems. A major re-adjustment of programme contents would have to be carried out so as to suit the preferences of the new batch of audience.

It is extremely important to cultivate a more appealing radio environment to the younger generation as well. It is also crucial for each radio station to constantly create new ideas and concepts and to develop a unique identity, instead of accommodating to the needs of advertisers or focusing on listenership figures. This provides a greater variety of choices and attracts listeners of different age groups.

How are radio listenership surveys conducted in Singapore?

Every year, between March to May and September to November, Nielsen will randomly choose 2000 respondents (with around 250 respondents per week, with a cap of 2 booklets per household) to fill in a manual form or opt-in for mobile data (M-data) to track on your radio listening habits for a week. The figures collected over the 8 weeks from around 2,000 individual participants will then be used to compare against the Singapore population. A detailed report will then be generated to provide details of every radio station, such as the tuned-in ratio figure, total market share, and total time spent, etc for each station.

Due to COVID-19, there were no results tabulated for Wave 1/2020. During the wave periods, radio stations usually hold contests that give out huge cash prizes and organize big campaigns, hoping to up the listening figures.

In Singapore, we have 19 stations in total. 11 are owned by Mediacorp, 5 are owned by SPH Radio, 2 are from So Drama! Entertainment and one syndicated station (BBC World Service 88.9FM). There used to be Lush99.5FM, but was closed down due to Low listenership; XFM96.3 was vacated and the frequency was returned to IMDA and later placed on an open bid. SPH won the bid and the new 96.3HaoFM was launched in January 2018, together with MoneyFM89.3.

As this radio diary survey or less commonly known as Singapore’s RAM (Radio Audience Measurement), is commissioned by MediaCorp and SPH Radio, So Drama! Entertainment was excluded from the survey. The actual figures for both 883Jia and Power98 Love Songs radio stations are only reflected under the Others section.

RAM’s next renewal is due next year, with the option to renew for up to 2 years (2021 – 2022). 

Other research companies which conduct radio listenership surveys include YouGov, Milieu and etc.

So… how is Milieu media consumption survey conducted then?

The methodology used by Milieu to gauge Singaporeans’ media consumption survey is different from Nielsen’s. They would first sieve out users who live in Singapore (from the 1 million user pool worldwide) and purge the survey randomly to those who fulfil the criteria set by the client (i.e. age, occupation, income group etc). 

The survey would first ask what station(s) does the user listen to daily. For those stations that the user does not select, there is no way he or she can provide additional inputs on that station, even if you do listen to it occasionally. That’s the major downside of this survey.

Comparatively, Nielsen’s manual diary and M-data disallows survey participants to indicate that they are listening to two stations concurrently, and are recorded based on blocks of 15 minutes (total hours per day should not exceed 24 hours too). As for Milieu, it is an open field for you to fill in how many hours do you tune in per day, and it does not need to add up to a logical number of hours per day.

疫情期间没和父母同住  会否感到内疚?

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图:档案图 (mewatch.sg)

电台Love97.2FM为疫情而推出的特备电视节目《Stay Home With Me》,第22集的节目(12日)讨论了疫情期间,若没有和爸妈一起同住照顾他们,是否会感到内疚;嘉宾和主持人想法不一。

本地艺人庞蕾馨在节目中说,自己的家翁家婆因为年纪不算大,有自己的娱乐活动,反而希望有自己的私人空间,甚至在她准备诞下第二胎前“鼓励”他们自己打造安乐窝,让双方都过得更舒服,所以不会感到太内疚。

但她表示,自己还是会很关心他们的日常起居,也会常问候自己的爸妈,尽一尽孝道。

不过,受访的辅导员表示,因为阻断期间很多活动都收到影响,譬如专为乐龄人士打造的社区活动都取消了,难免会让老人家感觉无聊。其他常见的情绪问题还包括焦虑症、紧张、悲伤、孤独、无助和无聊。这时适当的关怀,变得很重要。有时她也会开视讯,和家人一同“开饭”。

DJ丽娜就观察到,其实不少本地夫妻尽管搬出去住,但都确保他们彼此间住得不会太远,甚至用“一碗汤的距离”来做比喻,即因为距离不远,所以送汤到对方家,汤还是热的。

你是否也因为这场疫情开始反思,自己搬出去住无法照顾年迈的父母而感到内疚?或许是是时候通过外卖的方式,送一碗热汤递上关怀,让父母知道你对他们的爱依然是温热的!

想重温Love97.2FM《Stay Home With Me》节目,可上网mewatch.sg观看。

96.3好FM广播剧《最好的我们》收听率佳 3月登邮轮呈现音乐剧

FBF2FC29-0D1C-4DC6-8770-46D433E7CCC9.jpeg96.3好FM1月8日庆祝2岁生日,作为生日活动的第一炮,96.3好FM率先在去年10月底推出首部广播剧《最好的我们》。

《最好的我们》由五个不同的故事组成,叙说听众生活不同阶段的人生经历,紧紧牵动听众的心。听众每天准时收听,网上下载率更是破千,让96.3好FM团队十分鼓舞!

为了庆祝如此好的成绩,96.3好FM高级节目总监洪菁云宣布将在今年3月4号,和大家一起登上皇家加勒比海洋量子号,为大家呈现由广播剧延伸出来的长版音乐剧,《最好的我们,最好的时光》!

她说:“我对这个企划充满期待,更感谢合作伙伴皇家加勒比对96.3好FM的支持。去年的游轮航程上他们就提起说我们团队应该做一个音乐剧。这次他们提供了我们很大的支持,让我们实现这个节目。”

《最》音乐剧由之前的广播剧做延伸,编剧巫培双继续担任编剧,他表示非常兴奋并说:“很高兴广播剧获得听众的热烈反响,音乐剧将是广播剧的一个延续,剧情会有不同的发展,结合80、90年代的好歌,一样感动人心。”

96.3好FM “好歌发烧榜”: 歌神地位绝对坚实! 张学友“辉煌九零”最佳代表!

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最辉煌的90年代,绝对激烈的96.3好歌发烧榜!伍思凯、万芳、刘德华和张清芳爆冷出局,歌神张学友稳住歌神荣耀,夺下“辉煌九零”冠军歌曲荣县!

张学友1993年推出的专辑《吻别》当年一推出,销量惊为天人,成为当时亚洲销量第一的专辑。专辑的同名第一波主打《吻别》更称霸了当时华人各地的流行歌曲排行榜。时隔20多年,歌神仍然人气不减,成功在新旧听众心中占据重要地位,夺下96.3好FM《好歌发烧榜 – 辉煌九零》冠军头衔。

从上星期六开放投票,友迷便在各个网上论坛和社交媒体积极拉票,希望能让偶像的歌曲荣登《好歌发烧榜》的最终10强歌单中!

有网友在论坛上说:“友迷们,这是我们发挥对偶像的爱的时候,大家一定要积极投票,稳住他的歌神地位!”

张信哲成最大赢家

《爱如潮水》《过火》入榜

出道30年的张信哲在这次《好歌发烧榜》最后一期的榜单中,表现最为突出,是唯一一位拥有多过一首歌曲入榜10大的歌手。

《爱如潮水》一直是96.3好FM点播率最高的歌曲之一,不少听众都认为这是一首能完整说出对爱人的爱意的歌曲。这首由本地音乐人黎沸挥作曲、李宗盛作词的歌曲更在2016年推出全新演绎的清流版本,可见歌曲的影响,不会随着时间的流逝而减弱,反而越“酿”越“醇”。

王杰榜上表现出色

歌迷功不可没

几乎每一场的《好歌发烧榜》造势活动都可见到王杰歌迷到现场支持,并且为偶像积极拉票。《为了爱,梦一生》以高票勇夺“辉煌九零前三甲歌曲,其歌迷的功劳功不可没。

史上最多榜主的节目

96.3好FM也创新纪录,除了创下近50万总票数的记录,这次也是首次有6位报榜榜主(即全台DJ)轮番报榜的节目。96.3好FM为了让听众也能亲身参与报榜过程,更是拉队到新加坡首都剧院 (Capitol Theatre) 让在场的听众能在现场观看DJ们报榜,并且在歌曲播放时,一同欢唱。

96.3好FM高级节目总监洪菁云对这次《好歌发烧榜》能获得如此大的反响感到非常开心。有好多听众发信息感谢我们让好歌能继续被关注。这和我最初想的,“好歌歌曲绝对值得再次辉煌”的概念一致。最重要的是能和大家一起追榜感觉真的很好。谢谢听众的热烈支持!

当天,96.3好FM DJ们也邀请本地组合梦FM一同在现场和听众大家唱,一同欢唱96.3好FM《好歌发烧榜》的入围歌曲,为活动做了完美的总结。

你错过了精彩的报榜节目吗?想重温96.3好FM《好歌发烧榜》,可上网963haofm.sg点击《好歌发烧榜》播客节目。

96.3好FM《好歌发烧榜》辉煌九零

10强歌曲榜单

(1) 吻别/ 张学友

(2) 爱如潮水/ 张信哲

(3) 为了爱,梦一生/ 王杰

(4) 这样爱你对不对/ 陈淑桦

(5) 亲密爱人/ 梅艳芳

(6) 过火/ 张信哲

(7) 潇洒走一回/ 叶倩文

(8) 让我欢喜让我忧/ 周华健

(9)  执迷不悔/ 王菲

(10) 听海/ 张惠妹