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Robert HO <
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wrote in message RH: I have left advertising for 12 years but I do know that radio is still viable even in this pc and plasma tv age. Why? First, you can listen while doing something else, like driving the car or household chores or even while reading the newspaper, which no other media can offer the same dual-tasking. Secondly, radio allows you to even work in the office or shop in a shopping centre or supermarket while it is on, which no other media allows. Third, we listen to radio for the songs we like and it is usually a better experience than watching say, even an MTV video-song on tv. Fourth, radio can be extremely interactive with call-ins and can seem very personal where you get to know a particular DJ very well and get to like him/her in a way that tv cannot. You can derive some sight pleasure watching a beautiful tv presenter but cannot get as intimate as with a radio DJ. Fifth, besides songs, there is a great flexibility in radio such as talk shows, talk interviews, etc, all very cheap and easy to arrange. For example, a JB station can phone-interview anyone from anywhere in the world with a phone line. The radio shows in UK are excellent and far better than any local ones. One radio presenter even quoted that TV is essentially Radio with talking heads and there is great truth in that, meaning that very often, tv talk shows are merely all talk, that is, radio, except that they show some faces and upper torsos. There is one way to check whether radio is as vibrant a media as I think it still is and that is to check with the advertising agencies in Malaysia or JB and ask them how much money they are putting into radio as, say, opposed to tv advertising on behalf of their clients. You will be surprised how effective radio actuall is. TV is more expensive in dollar terms but not necessarily better or more effective in reaching a target audience. Thus, radio is still very much a mainstream media even now and holding its own against tv. Satellite radio may be nice but not many have a satellite radio receiver set. I think that FM radio from JB can become a big media in Singapore and reach many Singaporeans if packaged right and the experience of Batam's Zoo 101.6 has proven that a radio station with the right DJs, songs, chat lines and talk shows can become a media phenomenon overnight. I believe that since the PAP has silenced every Opposition voice in Singapore, when a media begins broadcasting regularly such a Voice or Voices, then Singaporeans will tune in in the hundreds of thousands to hear the many truths which they have all along suspected but never had the chance or time or courage to find out for themselves. We're talking revolution. Robert, the problem is not many Singaporean will listen to Malaysian radio stations.
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