Astro Radio targets 50% increase in the advert market

Astro Radio Sdn. Bhd. (Astro Radio) is targeting an increase of 50 percent in the local radio advertisement market (Radex) in the first year at Kuantan.

Its Commercial Chief Officer TH Chong said there has been a huge demand from businesses in Pahang, resulting in the opening of their sales office in Kuantan. This was after the opening of Astro Radio East Coast District office at Kota Bharu, Kelantan in 2008.

"We discovered there is a lot of potential for the Kuantan market. So that is why we made a decision to actually to get our presence felt here by opening up a sales operation office.

“Hopefully more of our advertisers, retailers would work with us in expending their business or let us help them to expend their business,” he said.

According to Astro Radio Sdn Bhd chief executive officer Dr Jake Abdullah it is more economical for someone to have localised adverts compared to a national campaign.

“By having an office in Kuantan, it would allow us to offer better and personalised services. Now small business operators can afford to advertise at a cheaper rate,” he said.

The Astro Radio sales operation in Kuantan would give local businesses a choice to expand their reach among the 10 radio stations at an affordable cost.

Malaysia has a high number of radio listeners at 92 percent and this number is increasing every year. The important role of radio in spreading information is seen as most relevant compared to other types of new mediums.

Last year, the Radio Industry Value was RM427 million, which is expected to reach RM448 million this year. Astro Radio is optimistic to reach at least 60 percent of the local Radex in the next three years.

Astro Radio is also hoping to spearhead the industry across all segments of languages especially with its record of 12.43 unique listeners a week.

Astro Radio manages nine channels with ERA fm, SINAR fm and THR Gegar in Malay. In English there are hitz.fm, MIX fm and Lite FM while MELODY FM and MY FM are in Chinese as well as THR Raaga in Tamil.