ENGLISH FOR ORAL PRESENTATION

ELC590

INFORMATIVE SPEECH
PORTFOLIO
LOCAL RADIO LISTENERSHIP IN MALAYSIA
(2010-2015)

Prepared by:
SYAZA EMMYSHYA BINTI ZAHARUDIN
AS590-18
2020853022

Prepared for:
NOR AZZYATI BINTI MD SAAD

Date of Submission:
9th OCTOBER 2020
PREPARATION OUTLINE (INFORMATIVE SPEECH)

Name : Syaza Emmyshya Binti Zaharudin

Matric number : 2020853022
Group : AS590 - 18
Title : Local Radio Listenership in Malaysia (2010-2015)
General purpose : To inform
Central idea : Local radio in Malaysia remain relevant and efficient media platform.

INTRODUCTION
I. Have you all know radio in Malaysia is over 70 years old? Just like any
traditional media, radio is not immune to disruption.
II.  Nevertheless, a majority of radio businesses are unfazed by this disruption, be it
from music services such as Spotify or free internet radio stations.
III. With the growing number of free online radio stations on the internet, is a radio
licence still a necessity? Today, a licence can set one back as much as RM20
million. Industry players believe there is still value in a radio licence, partly due
to the scarcity and because the frequency offers an instant captive audience. 
IV. There are thousands of online radio stations. But the content needs to resonate
with listeners.
V. Let me now share you why local radio in Malaysia remain high.

BODY
I. Chart 1 shows the survey of Malaysia audience weekly reach.
A. The survey is conducted twice a year in collaboration with participating radio
broadcasters based on individual quarter-hour diaries completed by a representative
sample of 3,000 individuals in Peninsular Malaysia.
II. Malaysia radio listenership stayed high with 93.7% listeners in wave 1 2015.
A. Dashboard technology is going through radical innovations right now, so the
days of thousands of radio stations in our cars will be upon us sooner than we think. -
taken from article 1
B. Moreover, majority of listeners caught the broadcasts in their cars, with a
reach of 15.4 million people. Home radio had 12.1 million listeners. - taken from
article 3
III. According to chart 2, Malay language station continue to dominate the air waves.
A. Listenership across Malay language stations remains stable with an overall
weekly reach of 54.7% (10.3 million listeners). - taken from article 2
B. The top three Malay language stations are ERA FM (average weekly reach of
25.1% [4.7 million listeners] followed by SINAR FM with 19.7% [3.7 million
listeners] and Hot FM with 12.6% [2.3 million listeners]. Both IKIM FM and Best
FM registered an average weekly reach of 3.5% (658,000 listeners) and 2.1%
(394,000 listeners) respectively. - taken from article 2
C. Chinese language stations also remains stable at 21.7% (4.1 million listeners)
compared to previous wave at 21.8% (4.1 million listeners). MY FM retained its top
spot as Malaysian consumers’ most preferred Chinese language station with 10.8% (2
million listeners) followed by one FM with 4.9% (915,000 listeners) and MELODY
FM with 3.1% (589,000 listeners). - taken from article 2
D. English language stations in Malaysia are stable with overall weekly reach of
10.4% (1.9 million listeners). Malaysia’s leading English language station is still
Hitz.FM with 6.6% (1.2 million listeners) followed by fly FM with 2.8% (528,000
listeners). Lite FM and Mix FM with 1.3% respectively. - taken from article 2

CONCLUSION
I. Before I end my speech, let me just review what I’ve just shared with you just now.
II. Based on the chart I have explained, digital gives us a bigger reach and platform to
the things today that we would never have thought radio will we doing.
III. Although competition from new technologies is growing, radio broadcasting
remains in a very strong economic condition.
IV. Furthermore, radio audiences remained stable throughout the the years, which in
turn helped to increase radio advertising revenues.
V. People can easily find new ways to listen to music but radio is about
companionship and community.
References

Malaysians Radio Listenership Remain High. (2015, June 11).

https://www.nielsen.com/my/en/press-releases/2015/malaysians-radio-
listenership-remain-high/

Joyce Goh (2016). Cover Story: Radio still hitting the right notes.

https://www.theedgemarkets.com/article/cover-story-online-radio-emerging-trend

Asia radio today (2015). Radio listenership continues to appeal among Malaysians:
Nielsen
http://www.asiaradiotoday.com/news/radio-listenership-continues-appeal-among-
malaysians-nielsen

Joyce Goh (2016). Cover Story: Is online radio an emerging trend?

https://www.theedgemarkets.com/article/cover-story-online-radio-emerging-trend
Chart 1

Retrieved from the article titled Radio listenership continues to appeal among
Malaysians: Nielsen, November 19, 2015

http://www.asiaradiotoday.com/news/radio-listenership-continues-appeal-among-
malaysians-nielsen
Chart 2

Retrieved from the article titled Radio listenership continues to appeal among
Malaysians: Nielsen, November 19, 2015

http://www.asiaradiotoday.com/news/radio-listenership-continues-appeal-among-
malaysians-nielsen
ARTICLE 1

Last reviewed 27 October 2016

By Joyce Goh

WITH the growing number of free online radio stations on the internet, is a radio
licence still a necessity? Today, a licence can set one back as much as RM20 million. 

Industry players believe there is still value in a radio licence, partly due to the scarcity
and because the frequency offers an instant captive audience.  Used in introduction

“There are thousands of online radio stations. But the content needs to resonate with
listeners. Would you listen to Rush Limbaugh and his diatribes on American liberals?
Your reaction is probably, who is Rush Limbaugh? Local radio stations will survive if
the content they offer resonates with local listeners,” says BFM CEO Malek Ali.

“The second challenge for free online radio is that you are just like any other website
and it is immensely difficult to stand out amid the noise. It is an awareness and
differentiation problem. An FM radio frequency, at least for now, gives you the
opportunity to reach a captive audience in the car. So, the challenge shifts from
differentiating yourself from among thousands of online radio stations to being
different from the other 20-plus stations on the car radio.

"Having said that, dashboard technology is going through radical innovations right
now, so the days of thousands of radio stations in our cars will be upon us sooner than
we think. So, continuing to make our content the one that resonates the most, that it is
one of 10 presets on your new-fangled car dashboard, will be the key factor for radio
stations to continue to thrive,” Malek says. 

Supporting detail 1
(MP2)
Traditional radio continues to be effective in reaching listeners here in Malaysia.
Statistics show that 9 out of 10 persons aged 10 and above in Peninsular Malaysia
tune in to their favourite radio stations.

The scarcity of radio licences in the market has led Astro Malaysia Holdings Bhd to
enter into acquisition talks for Star Media Group Bhd’s radio stations — Capital FM
and RED FM — says the former’s chief operating officer Henry Tan. “The scarcity
makes the acquisition more compelling. We have existing infrastructure in place and
we think we can apply that to new acquisitions without having to over-invest in them. 

“FM has a lot of value. If you look at so-called ‘online options’, it is a fragmented
market place. There is a difference between radio and music. Some position
themselves as music, we still see ourselves as radio — a companion and friend.” 

Retrieved from https://www.theedgemarkets.com/article/cover-story-online-radio-

emerging-trend
Article 2

Radio listenership continues to appeal among Malaysians: Nielsen

Thursday 19 November, 2015

Malaysian radio listenership stayed high, with 93.7% listeners aged 10 years and
above in Peninsular Malaysia tuned-in to their favorite radio station (-1.3% compared
to Wave #1, 2015), according to the latest Radio Audience Measurement (RAM)
survey results released today by Nielsen, a global performance management company

The Nielsen RAM Survey is conducted twice a year in collaboration with

participating radio broadcasters to provide the industry with radio listening
measurement. Nielsen RAM provides listening preferences as well as listener profile
and their product consumption in Peninsular Malaysia. The study is based on
individual quarter-hour diaries completed by a representative sample of 3,000
individuals in Peninsular Malaysia. The most recent survey, Wave #2 2015 was
conducted from 17 August– 13 September, 2015.

The 13 key radio stations from Astro Radio SdnBhd, Media Prima Radio Networks,
Institute of Islamic Understanding Malaysia (IKIM) and Best Media Network
continue to dominate airwaves with 65.1% of the radio market share in Peninsular
Malaysia. (See chart 2).The average quarter-hour audience is stable with1.7 million
average listeners and Malaysians spend 15h:58mlistening to their preferred stations in
a week (compared to 1.7 million average listeners and 15h:47m in previous wave).

“Malaysians are generally still captivated by radio due to its personalized format and
content. Either enjoying the latest hits or tuning in to catch up on the nation’s latest
news and happenings, Malaysians are spending over two hours a day listening to their
favorite station,” said Benjamin Ting, Executive Director of Media Industry Group
for Nielsen Malaysia.

The Nielsen RAM survey showed that close to eight in 10 radio listeners live in urban
areas (79%) and more than six in 10 are under the age of 40 years (62%). The survey
also revealed that 39% of respondents are the decision-maker for purchase of grocery
items in their household and 51% of radio listeners would listen to their favorite radio
station during their daily commute.

MALAY LANGUAGE STATIONS CONTINUE TO DOMINATE THE AIR

WAVES

Listenership across Malay language stations remains stable with an overall weekly
reach of 54.7% (10.3 million listeners). The top three Malay language stations are
ERA FM (average weekly reach of 25.1% [4.7 million listeners] followed by SINAR
FM (average weekly reach of 19.7% [3.7 million listeners]) and Hot FM (average
weekly reach of 12.6% [2.3 million listeners]). Both IKIM FM and Best FM
registered an average weekly reach of 3.5% (658,000 listeners) and 2.1% (394,000
listeners) respectively. (See chart 3).

Supporting detail 1&2

(MP3)

Best FM had their listeners tuned in to an average of 14 and a half hours weekly
(14h:30m) while both SINARfm (8h:39m) and ERA fm (8h:03m) commanded
overeight hours weekly followed by HOT fm (5h:33m).

EVEN LISTENERSHIP ACROSS CHINESE LANGUAGE STATIONS

The overall weekly reach for Chinese language stations also remains stable at 21.7%
(4.1 million listeners) compared to previous wave at 21.8% (4.1 million listeners).
MY FM retained its top spot as Malaysian consumers’ most preferred Chinese
language station with an average weekly reach of 10.8% (2 million listeners) followed
by one FM with 4.9% (915,000 listeners) and MELODY FM with 3.1% (589,000
listeners). Supporting detail 3
(MP 3)

Malaysians clocked in more than8 hours weekly listening to MY FM (8h:23m),

MELODY FM (8h:04m)andone FM(8h:02m).

STEADY LISTENERSHIP FROM ENGLISH LANGUAGE STATIONS

English language stations in Malaysia are stable with overall weekly reach of 10.4%
(1.9 million listeners). Malaysia’s leading English language station is still Hitz.FM
with a weekly reach of 6.6% (1.2 million listeners) followed by fly FM with a weekly
reach of 2.8% (528,000 listeners). Lite FM (250,000 listeners)and Mix FM (245,000
listeners) recorded a weekly reach of 1.3% respectively. Listeners also spent close to
seven hours of infotainment on Lite FM (6h:53m) and more than five hours on fly FM
(5h:40m), Mix FM(5h:32m) and Hitz.FM (5h:14m). Supporting
detail 4
(MP 3)

THR Raaga and THR Gegar also maintained an average weekly reach of 19.3% (3.6
million listeners) with listeners tuning into this bi-lingual station for almost 13 hours
weekly (12h:55m).

“Radio has a variety of formats that reaches targeted audiences and its content is
available across different platforms. With its high reach and ability to connect to
listeners whether in-home or out-of-home, radio remains a critical element in any
media campaign”, said Ting.

http://www.asiaradiotoday.com/news/radio-listenership-continues-appeal-among-
malaysians-nielsen © Radioinfo.com.au
ARTICLE 3

Vanesha Shurentheran -August 2, 2017

Radio continues to draw listeners even after all these years with statistics showing
that it reaches out to 97.2% of Malaysians weekly.

Radio futurologist James Cridland told FMT that radio is more than just music, as
people tune in for a human connection.

“Malaysian radio stations are a great listen – with real people connecting with their
audience.

“That shared experience and human connection is what people enjoy most from
radio,” Cridland said, adding that Malaysia’s happiest and most engaged people are
working in radio and that he was delighted to see its continued success.

Cridland was referring to a news report in Asia Radio Today, where a survey
conducted by Commercial Radio Malaysia and market research institute Gfk, stated
that 97.2% or 20 million Malaysian listeners spend an average of 14 hours a week
listening to the radio.

The survey was conducted over a course of six weeks, from March 26 to May 6, and
sampled 6,000 unique individuals aged 10 years and above, for its first wave of the
Radio Audience Measurement 2017.

Media Prima Radio Networks (MPRN) chief executive officer Seelan Paul said
people can now listen to radio content anywhere at any time with their smartphones.

“Platforms like Facebook or Instagram are also used for radio stations to deliver
content, both audio and visual, making radio very relevant and engaging,” Seelan told
FMT.

She said that most announcers usually speak as though they are speaking to a single
person, which allows the audience to feel the connection.

In another survey carried out last year, the data showed the majority of listeners
caught the broadcasts in their cars, with a reach of 15.4 million people. Home radio
had 12.1 million listeners.
Supporting detail 2
(MP 2)

Retrieved from https://www.freemalaysiatoday.com/category/nation/2017/08/02/97-

malaysians-still-listen-to-the-radio/