Tuning in to local listeners

Stanislaus says local history and culture must be taken into consideration when programming for local listeners.

LIKE other media platforms that are customising content to address specific audience segments, radio, too, is expanding its reach by setting up regional stations to better serve local communities.

While radio conglomerates such as Astro Radio, Media Prima, and the Star Radio Group continue to extend their footprint across Malaysia, regional radio stations such as Best 104, Ultra FM, Pi Mai FM, BFM, IKIM FM, and Cats FM are investing in strengthening their operations.