Astro Radio should rebrand Zayan to "Awani FM" as Malay language business and talk radio station, so it can compete with Buletin FM and Bernama Radio.

 

It is to be 4 years anniversary of Zayan FM by 2nd October 2021. 5 years ago, Astro Radio acquired loss-making Red FM and Capital FM from Star Media Group. Red FM was rebranded as Zayan FM, Astro's 4th Malay language radio station, a Muslim contemporary format channel, meanwhile Capital FM was rebranded as GoXUAN, Astro's Chinese Gen Z radio station.

 

Now both radio stations are almost 4 years old. 

 

Zayan, the Astro Radio's Malay language Muslim contemporary radio station, it delivers Islamic content, but more modern than long established IKIM FM. This radio station is focusing more on digital platform than conventional FM radio platform, hence its advertising revenue is from online digital platform. 

 

Despite Zayan is airing Islamic content, but there is some duplicate element actually, especially the playlist. 

 

Compare to its sister radio stations such as Era, Gegar and Sinar, Zayan is less successful one within Astro Radio's Malay language channel segment.

 

Astro Radio's biggest "enemy", Media Prima Audio recently rebranded all of its radio stations in 2nd August 2021. 

 

Hot FM and Fly FM got new logos and DJ lineup, meanwhile One FM and Kool FM rebranded to 8FM and Buletin FM respectively. Buletin FM is second Malay language talk radio station after Bernama Radio in Malaysia. It is also a companion radio station to TV3 Buletin Utama and news related segment.

 

In order to make more revenue on FM 104.9MHz (Klang Valley) and other former Red FM frequencies, I highly suggest Astro Radio to switch Zayan FM to "Awani FM", where FM 104.9MHz is to become Malay language news, business and talk radio station.

 

Awani FM sounds very convincing because Astro Radio can have a companion radio station to Astro Awani TV channel.

 

Muslim radio market in Malaysia is considered niche, IKIM FM already monopolizes the segment since 2001, even RTM Malay language radio stations carry religious content too. Moreover, the standalone East Coast Malay radio station, Manis FM also already put more religious contenT.

 

Astro Awani FM concept logo

 

Compare to Zayan, I may believe Astro Radio will get more advertising revenue if Zayan is switched to Awani FM. This is because Awani FM topic coverage is wider than Zayan. I believe Awani FM will attract more Malay professionals, and PMEBs to tune, so the professionals will get more information through this radio.

 

If Astro Radio rebrands Zayan to Awani FM, it can compete with Buletin FM and Bernama Radio in Malay language talk radio segment.

 

What I expect the topics about Awani FM are:

 

1. Current affairs (politics, social and world)

2. Entrepreneur, business, finance

3. Sports

4. Documentary

5. Living, lifestyle

6. Religious talk (during evening which it is near to Maghrib prayer)

7. Niche Malay music (eg: Indie)

8. Technology 

9. News

10. Analysis & Commentary 

 

For entrepreneur segment, I believe Awani FM branding will encourage more Malay SMEs actually. 

 

I hope Astro Radio will consider this suggestion in the future.