Forum: It’s vital to ensure radio broadcasting remains sustainable

Singapore’s radio industry will soon consist of just two players – MediaCorp and SPH Media – following So Drama! Entertainment’s decision to stop FM broadcasts of its two radio stations Power 98FM and 88.3JIA on Oct 30.

The closure of radio stations is not new. Lush 99.5FM shuttered in 2017. Part of the reason may be structural. Radio listenership has declined over the decades, but nothing matches the intimacy and immediacy of live traffic updates, live talk shows and news bulletins while commuting.

Targeted broadcasting is crucial if public funding is to be used effectively. The question is whether there is strict oversight to ensure stations continue to serve their target audiences over time.

Take English-language stations, for example. To many listeners, Kiss92, One FM 91.3, Class 95, Gold 90.5, and Power 98 are largely indistinguishable, all featuring a similar mix of hits from the 1990s to today, with only minor differences in their music scheduling.

Exceptions include CNA938 and Money FM 89.3, which focus on news; 987FM, which targets young people; and Symphony 92.4, which serves the niche community that appreciates classical music.

I would urge the authorities to review the regulations and criteria governing mainstream radio, to ensure public investment achieves its full potential. One approach could be to define clear age-based targets, with minimal audience overlap. For instance, children’s channels in each language, youth platforms for talent showcases and podcasts, and adult stations offering music, discussion, or even relationship and health programming.

While commercial realities and online platforms can influence decisions, cultivating the next generation of listeners and viewers is vital for long-term sustainability. Singapore can maintain a vibrant, diverse, and purposeful broadcast landscape with careful planning, oversight, and audience-focused differentiation in place.

Lim Guohao