Positive response to station 988

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RADIO station 988’s focus on commentaries that are witty and insightful as well as the latest music selection has resulted in a positive growth in its listeners base, the latest Nielsen Radio Audience Measurement (RAM) report reveals.

The station recorded an overall increase of 7%, bringing its listeners base to 1.6 million listeners, 682,000 of whom listen to no other Chinese station.

The longest time spent listening to 988, up to 12 hours 7 minutes, especially among professionals, managers, executives and businessmen (PMEB) with household income of above RM5,000 per month, provides further proof of the quality and richness of 988’s programmes.

Also, according to the report, increasingly more listeners above 30 years old are switching to the station. This group of listeners has increased by 130,000.

The station continues to be the No. 1 Chinese radio station in the North and has been so for the last six sweeps; with 613,000 listeners in the latest Nielsen RAM result.

The station is also performing well in the Southern states, where listeners who tune in only to 988 reached its highest level ever.

Meanwhile, in East Coast states, 988 has doubled its listeners, not only because of better programme content but also because it now has a more powerful transmitter to reach places where previously listeners were unable to receive 988.

Morning talk show Say Hi to Malaysia, which airs from 8am to 10am on weekdays and is hosted by Jamaluddin Ibrahim, Koh Kok Wee and Sam Mak (Da Bao), achieved a higher audience reach.

The Super K6 Gang show also gained popularity, with an increase of 95,000 exclusive listeners.

The station’s music programmes like Music Fantasy (hosted by Cheryl Lee) from 12.30pm to 3pm and Music Street (hosted by Kian and May) also garnered more listeners.

988 senior programme director Tan Chia Yong said the increase in listeners reflected the Chinese radio listeners’ acceptance of 988’s direction on the rebranding of its programmes and logo in June.

“The bold direction undertaken by 988 with emphasis on commentaries and music has created a new 988 that is of the highest standard.”

“We thank 988 listeners for their continued faith in the station.

“To the listeners who have just started tuning in to 988, we welcome you into the 988 family of listeners. We will continue to fulfill our promise to you in keeping you well informed and entertained.”