HOT FM91.3 to be rebranded as ONE FM91.3, targeting men age 30 and older

There is a new radio station in town and it is the first one in Singapore targeted at men.

This morning at 8am, English radio station HOT FM91.3 operated by SPH Radio, which played contemporary tunes, has been rebranded as ONE FM 91.3.

Aiming at men above the age of 30, the station will play what it terms “real music” by bands such as AC/DC, Aerosmith, Bon Jovi, Guns N’ Roses, Led Zeppelin, Lenny Kravitz, Nirvana, Queen, Red Hot Chili Peppers and U2.

It will also have regular and up-to-date sports and men’s lifestyle news.

Listeners will still hear most of the familiar voices from HOT FM91.3 DJs, although their slots have been reshuffled.

The duo of Shan Wee and Cheryl Miles, who previously helmed the weekday morning show, have now taken over the evening drive-time show, The Escape Plan with Shan and Cheryl from, 4pm to 8pm.

Joshua Simon, who was previously on air during the weekday drive-time, will now pair up with Jill Lim, previously on air weekday evenings. Together, they now host The ONE FM Reality Check show from 8pm to midnight.

The station will also have two new DJs who have switched from another SPH Radio station, Kiss92.

Desiree Lai, previously on air during Kiss92’s afternoon slot, will host ONE FM 91.3’s 10am to 1pm slot, while Melody Chen, from Kiss92’s weekend afternoon slots, will now helm ONE FM 91.3 from 1pm to 4pm.

The weekday morning slots will be helmed by a “mystery” DJ, whom the station refers to as “Part-Time Pete”. He will go on air from 6am to 10am.

HOT FM91.3’s Charmaine Yee will switch over to Kiss92 to host the afternoon show.

The station will also premiere a first for Singapore radio, a “9-5 No Repeat Workday” slot where no songs will be repeated from 9am to 5pm on weekdays.

Mr Jamie Meldrum, ONE FM and Kiss92’s Senior Programme Director says that the change to ONE FM 91.3. is a “monumental occasion for the local radio scene”.

The new station and its focus on male listeners is the equivalent of Kiss92, the only female targeted radio station in Singapore.

He adds: “We regularly do market studies and found this gap in the market. Plus we do get a fair bit of males who tune in to Kiss92 asking if there will ever be something for the males.”

Mr Meldrum also acknowledges the possibility that HOT FM91.3 fans might not take to the change and switch to other stations.

“We know that there will be HOT FM91.3 super fans who will be disappointed. However, we do hope they will come to love the new station. Research also shows that we have HOT FM91.3 fans who tune in to Kiss92 too, so we expect some fans to switch over to Kiss92.”

Miles describes the station as one that “strives to unite” the listeners with the DJs.

“There should be no division between our audience and DJs. Now that we are ONE it further binds us. Good music will speak for itself. With ONE FM, there will be no generation gap, no fan club rivalry about boy bands, no trivial celeb gossips. It’s just real music with real heart and real DJs with real talk.”

Chen is confident that their repertoire will go down well with listeners.

“It’s time to bring some real music back into our lives with the one radio station that has it all,” she says.

Simon dismisses talk that ONE FM 91.3 will be an “oldies” station.

“We are going back to basics, not back in time,” he says.

dinohadi@sph.com.sg