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本地电台或增设更多互动单元

林国豪 整理

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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。

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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.

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UFM100.3: 谁都可以做Story King!

林国豪 报道  原文刊载于《优1周》

UFM100.3早班节目《不给一口叮》每天给观众提供最独家、最爆笑和最贴近生活的内容,陪伴听众轻松上班去!其中,《Story King》深得听众喜爱,直播室的电话几乎每天被“打爆”,数以万计的听众争先恐后要和全国的听众分享他们最独家、最感人,甚至是最气愤的生活故事。

UFM100.3早班DJ文鸿、丽梅和小猪总结了自《Story King》推出以来,最深刻的3个故事!

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UFM100.3DJ 公开“三行遗书”

林国豪 报道    原文刊载于第369期《优1周》

玛雅历法的语言传说,指2012年12月21日是世界的最后一天,庆幸我们都度过了这一天。而在获得“重生”之际,UFM100.3DJ也大方公开自己在预言前夕写下的“三行遗书”,提醒自己要更加珍惜周遭的一切。

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UFM100.3好吃星期二 勇闯工业区!

林国豪 报道  原文刊载于《优1周》

为了寻找最精致、最独特的美食,我们豁出去了!12月份的《好吃星期二》,我们离开市区,挑战工业区!这一期的《好吃星期二》,UFM100.3的DJ戴琳听众到位于Corporation Road的煮炒档品尝独特的潮州美食!

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UFM100.3DJ 不能说的圣诞秘密

林国豪 报道  原文刊载于《优1周》

叮叮当,一年最让人期待的圣诞节即将来临。小时候的你,可否会在家中高挂袜子,期待圣诞老公公能把心中最想要的礼物,投进袜子里?可是,当我们开始成长,对于自己真正想要的,却愈加难以启齿。这一期的《优1周》,我们和UFM100.3DJ坚文、彦维(小二)和文鸿聊天,了解他们最不想让人知道的圣诞愿望!

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出席《春花齐放》 和UFM100.3一起迎新春!

林国豪 报道  原文刊载于《优1周》

春暖花开,春花齐放!2013年,UFM100.3再次和新加坡华乐团合作,呈现《春花齐放2013》新春音乐会!除了UFM全体DJ参与,音乐会也邀请了创作歌手伍家辉和新加坡华乐团一同演出。

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UFM100.3DJ阿栋 一封永远寄不出的信

林国豪 报道  原文刊载于《优1周》

主持UFM100.3晚班节目《想你就写信》,DJ阿栋呗一封听众寄来的信件感动,决定动笔写信,给几年前刚过世的母亲,表达对她的思念。

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UFM100.3 搞什么鬼?

林国豪 报道  原文刊载于《优1周》

UFM100.3庆11,没有华丽的舞台,没有吵闹的音乐派对。今年,我们更贴近你的生活,走入邻里举办史无前例的庆生Block Party!配合万圣节,UFM100.3全体DJ变装“妖魔鬼怪”,以另类方式和听众互动、交流!超过500名淡滨尼的居民和UFM100.3听众出席了这场热闹派对!

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UFM100.3邀你一同参与 NU’EST-KpopGaGa ShowKase 2!

林国豪 报道  原文刊载于《优1周》

继孙淡妃和After School,韩国Pledis Entertainment首次推出男子偶像团体NU’EST,这组美少年团来到新加坡宣传,吸引千名粉丝到场支持,见证他们的歌唱与舞蹈实力!JR、Aron、Ren、Baekho和MinHyun展现超高人气!

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UFM100.3全新美食企划 《好吃星期二》开动咯!

林国豪 报道  原文刊载于《优1周》

食物是生存的必须,就如同听UFM也是生活的必备!今年UFM100.3庆11岁生日,用最贴近你的方式,和你聊天互动!10月份开始,UFM100.3推出全新美食企划《好吃星期二》,每个月第二个星期而,带领听众到DJ和听众推荐的美食地点一起聚餐!

除了享用美食,UFM DJ们也和听众玩游戏,送奖品!

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UFM100.3 X 梁静茹让你体验《爱久见人心》

林国豪 报道  原文刊载于《优1周》

暌违2年,“情歌天后”梁静茹带着全新专辑《爱久见人心》,继续给歌迷传播爱与幸福。日前,梁静茹和《e乐大排档》举行了《爱久见人心》粉丝同乐会,和到场的100名粉丝近距离互动,粉丝男的有机会亲口向静茹提问问题,更加了解情歌天后私下的内心世界。

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UFM100.3庆11 生活有意义!

林国豪 报道  原文刊载于《优1周》

生活本来就应该有多些正面能量!UFM100.3今年庆祝11岁,出了重新自我定位,以及推出新一系列的《从关怀出发》,UFM也希望借由接下来的空中节目和户外活动,强调生活的美好意义!

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炎炎夏天 UFM100.3请你吃雪糕!

林国豪 报道  原文刊载于《优1周》

炎热的天气,气温不断升高,让人只想待在家中!走在大街上,即使穿着清凉的衣服,也难免会汗流浃背!UFM100.3深得你心,日前在乌节路和武吉士的大街上,免费派发1000份“超解暑”雪糕,位听众着11年来的不懈支持,表达我们的谢意!

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UFM100.3EZRace 闯关好EZ!

林国豪 报道  原文刊载于《优1周》

UFM100.3和EZLINK日前联办“EZ Race”,UFM全体DJ联通本地艺人鹤天赐、姚懿珊和方钟樺从Bottle Tree Park出发,全岛走透透,并在限时內接受一连串的考验和挑战。让我们位你总结当天的“五大之最”!

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UFM100.3推广11种不同的生活态度!

林国豪 报道  原文刊载于《优1周》

UFM100.3今年庆祝11岁生日,重新定位的UFM更贴近生活,更强调与听众的互动。今年的《从关怀出发》,UFM全台DJ访问了11位生活勇士,通过它们感人的生活故事,反应11种积极的生活态度。这一期,我们和UFM100.3DJ黄文鸿鹤洪菁云聊天,了解他们从采访中的收获。

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UFM100.3 给你最U质的苏打绿!

林国豪 报道  原文刊载于《优1周》

暌违2年,台湾当红流行乐团苏打绿日前再次抵新宣传,为即将在10月19日假新加坡博览中心The MAX Pavilion 举行的《当我们一起走过》演唱会(新加坡站)进行造势。说起演唱会,苏打绿的主唱青峰自信满满,他还说,签唱会唱的三首歌只是试听,如果不好听可以不用来!虽然团员“六缺一”,800名苏打粉还是挤爆现场!

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UFM100.3安娜+灵芝 教你成为自信女王

林国豪 报道  原文刊载于《优1周》

女王,常给人的感觉是尊贵、霸气和高不可攀,他们的穿着、言谈举止,甚至是生活态度,经常被人们推广称为一种潮流。UFM100.3《女王不下班》的灵芝和安娜相信,女人只要活出自信,每一个人都可以成为生活中的自信女王。这一期的《优1周》,我们和两位女王聊天,分享她们对“女王”的看法。

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UFM100.3 UInvest 投资不盲目 理财有妙方!

林国豪 报道  原文刊载于《优1周》

单凭转手或专卖租屋也能赚钱?妥善安排每月的开销,能让你迈向“百万梦”?UFM00.3日前举行理财投资讲座,教导听众朋友如何有效投资与理财,做个“吸金高手”!

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UFM100.3好吃星期二 包场聚餐!

林国豪 报道  原文刊载于《优1周》

UFM100.3《好吃星期二》自上个月推出以来广受听众幻音。这一次,我们包场聚餐。一开放让听众报名,名额在短短15分钟内就全爆满!

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