Sinar FM the number 3 radio station in the country
reinvents its brand to meet the preferences of its targeted listeners. The
newly designed content is incorporated in the stations various programme
segments and popular trio, Salih
Yaccob (SY), Krill and Kak Engku (KE ). Unique programs such as Arena Rock Keras and Cetusan Hati dan Dedikasi are among
Sinar FM’s products that have created identity brand of its own, and have
successfully become the chosen radio programs in Malaysia.
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Sinar FM station began its
broadcast in 2004, Sinar FM playing the best music from the 80s and
90s. Known as the no. 1 retro music station in the country which provided
listeners with the ‘Best Retro Music’, Sinar FM played hits from both the local
and international music scenes such as Carefree, Alleycats, Datuk Sharifah
Aini, Search, KRU, Aerosmith, Queen and many others. With the rebranding Sinar
FM is set to provide listeners with a more diverse selection of music from
classics to modern tunes, and content that attributes the modern Malay
listener.
Sinar FM also provides listeners with current news,
branded content, lifestyle, cultural and spiritual topics that are relevant for
the successful, confident and forward thinking modern Malay. By incorporating
these elements, this gives SINAR FM and identity of its own.
Starting 12 January 2015, Sinar FM reinvented its brand,
simultaneously designing content to meet its target demographics of listeners
creating emphasis to meet today’s modern Malay lifestyle. Sinar FM has
continued to evolve in the last 10 years to meet its listener’s choice. The
reinvention kicked-off with campaign Komen Sinar, where listeners gave their
feedback and music choice, through a survey. With the feedback and results from
the campaign, the team gained new insights in redesigning song choice and
content.
The new
Sinar FM targets a specific group of modern Malay listeners who are single and
married, while providing listeners with content that has to do with holistic
well-being and values for the urban and rural listeners. The targeted listeners
are individuals aged between 25 to 39 years of age.
Sinar FM has also incorporated
content that contain elements of spirituality that encompass positive social
values in its songs selection. This is the differentiating factor of Sinar FM
as compared to other radio stations.
Rasidah
Khasim, Content Manager for Sinar FM says, “Sinar FM reinvents its brand for the modern
Malay, by designing lifestyle content. Elements that are incorporated into the
lifestyle content crafted to instill positive values amongst listeners. The
elements used for the content are everything to do with the society and its
values”.
Rasidah
Khasim adds, “Recently a #harapansemangatkekuatan campaign was launched in conjunction with the
“Menyinari Hidupmu” tag line –translated in English as ‘Light Up Your Life’.
Having been through a number of tragedies as a nation last year, we want to
inspire listeners that have suffered losses. During this campaign Sinar FM’s
radio presenters handed out food and drinks, and supplies to school children at
various locations in the country.
Sinar FM
has also enhanced its social media space to interact with its listeners. This
enables an effective two-way communication between its audience and the
announcers through Q&A sessions on current lifestyle topics such as
culture, holistic well-being and social values.
Sinar FM consolidated its
position as the country’s No.2 Malay station with 3.7 million listeners and its
breakfast show grew to reach 1.9 million weekly listeners. Sinar’s Exclusive
Audience increased from 846k to 1.1 million while its TSL settled at 9 hours 46
minutes.
Tune in
to Sinar FM “Menyinari Hidupmu!
Program Segment
(Monday – Friday)
6.00 am – 10.00
am Sinar Pagi with Salih Yaccob, Kak Engku
dan Krill
10.00 am – 3.00 pm Sembang Sinar
with Abby Fana
3.00 pm – 7.00
pm Santai Sinar with Feeya and Zaidi
7.00 pm – 8.00 pm
Laman Rohani Sinar
8.00 pm – 12.00
am Sinar Malam with Jamal Jamaluddin
12 am onwards Menyinari Hidupmu
Logo
The circular shape symbolizes station that covering all aspect and
completes life. The connecting end of the circle on the letter ‘R’ represents
the words radio and reflects a radio station with a holistic content. Crescent moon in a circle reflects ‘Sinar’ which is the name of the
station, and its nature that is always dynamic. The chosen font is to portray
the invigorated appearance and that it is always relevant. The green colour represents the spiritual
aspect, fresh, commitment and the Malay culture. Finally, the purple colour
shows the elements of sophistication, wisdom, integrity and creativity. Overall,
this new logo is featuring the image of Sinar FM radio station as a modern,
lively and harmonious.
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