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BROADCASTING
M.R. Rujayapha: Some people switching off ``because there's nothing to listen to''. |
Koolest Radio has officially introduced its English-language radio station Wave FM 88 with an aim to have one million listeners within 12 months.
Wave FM is Bangkok's only all English-language radio station and its goal is to take a slice of the four billion baht worth of advertising spent on radio, said M.R. Rujayapha Abhakorn, the company's managing director.
''Our aim is to appeal to a specific target group of people who live in Bangkok and enjoy having radio as part of their daily lives. We think we are setting a trend in the market,'' he said.
The company holds a concession from the Public Relations Department to run the on a yearly basis with renewals based on performance. The station is targeting revenues of 40 million baht in its first year and is projecting 10-15% annual growth in future income.
With the concept of ''Smooth Urban Sounds'', professional DJs, news updates and lifestyle marketing campaigns, Wave FM hopes to tap into a specific audience.
''We found that some people were switching off the radio because there was nothing for them to listen to.'' said M.R. Rujayapha. ''No station appealed to them because the stations were very focused on Thai popular music supported by Thai DJs.
''The Thai music industry is not developing as much as it was 10 years ago and Thais have started listening to western music again''.
With the blend of western music and experienced western DJs, the station offered a unique format that would appeal to both Thais and westerners, M.R. Rujayapha said.
The playlist ranges from R&B to soul and hits complemented by regular news updates from Radio Thailand and BBC World plus business and travel features.
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