In June 2021, Media Prima Radio Networks aka Ripple appointed former Astro Radio talents as its brand new management team. Former Astro Radio CEO Datuk Jake Abdullah is appointed as consultant of Ripple to assist in content, branding and audience strategies, meanwhile Mr Nazri Noran is the all-new Ripple CEO.
Hence, Ripple management team consists all Astro Radio ex-staff to lead the company, effective from June 2021. Under brand new management, Ripple's radio stations FHOK (Fly FM, Hot FM, One FM and Kool FM) will go a full transformation soon, in terms of station branding, content and DJs lineup.
Recently many DJs from Hot FM, Kool FM and One FM are leaving the stations, I believe this is part of full transformation for all radio stations under Ripple.
Fly FM will be likely transformed. Currently it is an English radio station to target 15-30 years old listeners, its main competitor is Hitz from Astro Radio, also partly Mix.
Future of Fly FM? Becoming a mass listeners radio station to target larger group from Gen X, Y and Z by playing English songs from 1980s till today? I'm uncertain about it.
If Fly FM is transformed as unformatted English radio station to target larger group listeners (15-50 years old), I believe Fly FM can compete against these formatted radio stations from Astro Radio such as Hitz, Mix and Lite.
About Fly FM's broadcast coverage, currently it broadcasts only in Peninsular Malaysia, but there is no Fly FM in Kota Kinabalu, Sabah and Kuching, Sarawak like Hitz, Mix and Lite.
It is about Fly FM's broadcast license condition actually. If Fly FM runs nationwide license, it can expand to East Malaysia.
Under all new Ripple management team.... New boss, new management, new pattern and new branding.
In order to compete against Hitz, Mix and Lite more, Ripple can expand Fly FM broadcast coverage to Kota Kinabalu and Kuching. The advantage is Ripple can end the monopoly of Astro Radio English radio stations' segment in KK and Kuching. In addition, listeners in KK and Kuching will get more choice of tuning English radio stations.
Transmitter site in Kuching is Bukit Djin, meanwhile Kota Kinabalu is Bukit Karatong.
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