The result of Gfk Radio Audience Measurement (RAM) survey Wave 2 in 2022 was just released few days ago, I had read all radio stations' listenership ratings from Astro Radio to Media Prima Audio, then Star Radio Group and other standalone radio stations.
According to Gfk survey, Buletin FM gets only 177k listeners weekly, and becomes the lowest rating Malay radio stations among all.
However, Buletin FM's 177k listeners are only counted in Klang Valley, Penang and Alor Setar.
Gfk Radio Audience Measurement (RAM) survey in Malaysia counts only Peninsular Malaysia listenership via FM radio. Sabah, Labuan, Sarawak and digital listening (mobile app, MYTV, Astro DVR and online streaming) are not calculated in the survey.
Buletin FM currently operates with 4 frequencies such as 101.3MHz in Klang Valley (Bukit Sungai Besi), 90.2MHz in Penang (Bukit Penara), 107.3MHz in Alor Setar (Alor Setar Tower) and 104.3MHz in Kuching (Bukit Djin).
Last year, Buletin FM also broadcasted in Kuala Terengganu on 93.6MHz and Kota Bharu on 88.6MHz until November 2021. Then, 93.6MHz now is Molek FM and 88.6MHz is Hot FM, meanwhile Molek FM takes over Hot FM Kota Bharu frequency 105.1MHz.
Reaching more listeners by expanding coverage for Buletin FM in west coast cities where are "likely" having spare frequencies is impossible now because MCMC mentions no more frequencies can be assigned due to spectrum band is full.
Hence, I don't think Buletin FM will survive under this situation. If the listenership rating continues dropping below 100k listeners weekly, it would become "liability" radio station to Media Prima Audio.
In my opinion, Media Prima Audio can make more strategic plan on its radio brands. The best way is to close down Buletin FM, but Media Prima can keep its existing frequencies with new or existing radio brands.
Since frequency coverage expansion is impossible nowadays and poor performance of radio rating, Media Prima can replace Buletin FM with other radio brands on its existing frequencies.
1. FM 101.3MHz Klang Valley
Currently FM 101.3MHz is transmitted from Bukit Sungai Besi. Media Prima Audio can replace Buletin FM with Molek FM, but transmitter site must be located in Gunung Ulu Kali with directional antenna to beam east direction (Pahang).
The reason why I do suggest Media Prima to replace Buletin FM with Molek FM is because Molek FM has better listenership rating performance than Buletin FM, but my suggestion is not to target Klang Valley listeners, instead West Pahang listeners.
Molek FM launched in Kuantan on 100.4MHz by taking over 8FM slot since 2nd October 2022, the coverage is limited in Kuantan, Pekan and Kemaman, meanwhile Molek FM 100.4MHz is not available in rest of Pahang districts.
The proposal of Molek FM 101.3MHz from Gunung Ulu Kali is only to cover West Pahang like what RTM Pahang FM 107.5MHz does, meanwhile reception in Kuala Lumpur and Selangor will be weaker because KL and Selangor are not the targeted areas of Molek FM.
RTM Pahang FM 107.5MHz is transmitted from Gunung Ulu Kali, but it is only for West Pahang, meanwhile Kuala Lumpur and Selangor are not covered by Pahang FM's transmission. Hence, listeners in Kuala Lumpur will receive weak signal when tune to Pahang FM 107.5MHz.
If Molek FM uses Buletin FM frequency 101.3MHz in Gunung Ulu Kali, here are the expected coverage:
- West Pahang: Bentong, Bera, Raub, Kuala Lipis, Temerloh, Maran, and part of Jerantut
- Kelantan: Gua Musang (partially)
- Part of Klang Valley
- Part of South Perak (Tanjung Malim and Slim River)
With the suggestion above,
- Molek FM is expected to gain even more listeners.
- Molek FM is the first ever Malay East Coast radio station available in Klang Valley on 101.3MHz, but signal will be weaker due to directional antenna.
- Molek FM will becomes the widest coverage Malay East Coast radio station, beyond the competitor Gegar and Manis FM.
2. FM 90.2MHz Penang & FM 107.3MHz Alor Setar
- Media Prima Audio can launch Northern Malay dialect radio station like now defunct Pi Mai FM (2012-2015) to replace Buletin FM to serve Penang and Kedah listeners.
3. FM 104.3MHz Kuching
- Media Prima Audio can replace Buletin FM with Fly FM in Kuching. With this suggestion, Media Prima Audio will break Astro Radio monopoly in Kuching for English radio stations segment. So, Fly FM finally can enter to Kuching at the very first time since 2005.
The final coverage expansion of Fly FM was in Kota Bharu on 107.4MHz in December 2007, no any coverage expansion by Fly FM since that.
If this suggestion is considered, I believe Media Prima will get more advertising revenue, especially Molek FM because of wide coverage by replacing Buletin FM 101.3MHz Klang Valley frequency, then transmit from Gunung Ulu Kali.
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