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Sabah Radio Station Gets Positive Feedback
Fui (seated centre) and Lester (seated second right) with announcers and the Kupikupifm team after yesterday’s press conference.
May 12th, 2016 | 08:37 AM | 2027 views
KOTA KINABALU
After four months on air, Kupikupifm has displayed a noteworthy growth in making headway in Sabah, as a homegrown radio station aimed at catering to the local scene.
The progress of the radio station was shared with members of the media during a press conference here yesterday, by founder and director of Kupikupifm, Fui K. Soong.
Fui told reporters that the station received encouraging feedback from a sample of 1,445 respondents, who had participated in a survey conducted during the Kupikupifm inaugural concert last March.
The survey, said Fui, was conducted to gauge the perception of Kupikupifm listeners towards the radio station, apart from determining the station’s listenership profile.
“That is why we used a method called convenience sampling, where the participants of the survey were not chosen at random – they were all Kupikupifm listeners,” she explained.
“The reason we used that method is because when you engage with the public, you want to know your consumers. Your products should be segmented at target, specific market groups.”
Fui was also pleased to note that according to the survey, Kupikupifm managed to achieve the desired demographic, with more than half of its listeners (53.8%) between the ages of 21 and 40.
“We’re very happy with this result because this age group is the most economically productive,” she said, applying the same rationale to the fact that most listeners also come from urban areas.
“This is a good thing because it makes it easier for us to attract sponsors and advertisers, as listeners from urban areas have more purchasing power.”
However, Fui acknowledged the need to reach out to other areas as well, as other groups should not be excluded.
She added that the Kupikupifm team would have to improve in terms of sourcing other kinds of music, to cater to a wider range of groups in terms of ethnicity.
Nevertheless, results from the survey showed that the station has a strong street value, said Fui, as 34% of respondents heard about Kupikupifm from friends and families.
“This tells us that people are talking about it and telling their friends and families, which is a good thing,” said Fui.
In delivering to target groups, programme manager Lester Calvin Miol elaborated on the programme matrix of the station, where different segments are aimed at different listeners.
“We have four segments that run throughout the day, and they are Bangun Bogia Kinabalu, Ki Ki Bah, Macam di KK and Steady Ko Gang,” said Lester.
Bangun Bogia Kinabalu, brought to listeners by the duo Greg and Nizz, is the morning segment which airs from 6am to 10am.
“When you wake up, you want to start your day with a bang,” said Lester, “so this segment features fast-paced songs.”
The morning show, according to the survey, appeals to those in the civil service sector and retirees, as well as those seeking employment opportunities, with a strong following in Ranau and Tambunan.
Following the morning show is Ki Ki Bah, which airs between 10am and 1pm, with announcer Nera who focuses more on issues pertaining to children and women through a segment called ‘Sumandak Bah Ini.’
Lester told reporters that Nera’s market segment is single and married women in the age group of between 21 and 40, with listeners here and in Papar, Penampang and Tuaran.
Also on the Kupikupifm team is renowned local figure Janrywine J. Lusin (JJL), who discusses current issues involving youths, business and other relevant areas, during the Macam di KK segment from 1pm to 4pm.
Lester said that Janrywine’s programme attracts mostly self-employed listeners, business owners, youths and those in the private sector.
He added that when the public sees something in the news, the station uses their influence as a platform to turn it into a discussion.
“We found that listeners enjoy giving feedback, especially regarding a topic that is relevant to them,” said Lester.
To wrap up the day, former Akademi Fantasia finalist Velvet brings the show to a close in Steady Ko Gang, which airs from 4pm to 8pm.
Lester described Velvet’s segment as a way for listeners to unwind after a long day at work, with light topics that hit close to home.
In addition, Lester encouraged local entrepreneurs to come forward and advertise with Kupikupifm, as the station provides special rates for homegrown businesses.
“We want to use our platform to help local businesses overcome financial constraints and create a situation where everyone wins,” said Lester, in recalling the station’s tagline, “Kita-kita juga baini.”
“That means that Kupikupifm is for everyone,” he said.
Fui added that the station strives to be inclusive and bring the whole community together, and aid in developing indigenous businesses where they can.
“Rather than compete with one another, we want to bring everyone together and work together,” said Fui.
To further prove their point, both Fui and Lester refuted hearsay that Kupikupifm targets Kadazandusun Murut (KDM) listeners specifically.
“Kupikupifm is for everyone from all walks of life and results from the survey proved that our listeners come from a myriad of backgrounds.
“Moreover, we ensure that our segments cater to the preferences of our listeners as a whole,” they said.
Source:
courtesy of THE BORNEO POST
by Fiqah Roslan
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