Kuala Lumpur, 15 August 2024 – Astro Radio, in collaboration with GfK, is excited to introduce "RADIO 360," a groundbreaking initiative that aims to transform the radio industry by integrating listener measurement technology in a more reliable and modern way. This partnership highlights Astro Radio's strong commitment to credibility, innovation, and evolving the radio experience into a complete audio journey.
RADIO 360 is Malaysia's first hybrid measurement technology, combining traditional survey methods based on FM frequency with digital streaming data. This collaboration showcases Astro Radio's dedication to staying ahead in the ever-changing media landscape.
RADIO 360 Malaysia brings comprehensive streaming listener surveys across 13 Astro radio stations, accessible through the SYOK app. These stations cater to various languages, including Malay (ERA, ERA Sabah, ERA Sarawak, SINAR, GEGAR, ZAYAN), English (HITZ, MIX, LITE), Chinese (MY, MELODY, GOXUAN), and Tamil (RAAGA). This enhancement in audience measurement marks a significant step towards better understanding the preferences of listeners across different demographics and languages.
With RADIO 360's innovative approach, the data collected is more precise and tailored, offering valuable insights for advertisers and broadcasters. This focused approach helps eliminate any misleading information, ensuring that conclusions drawn from the data are more accurate and trustworthy.
Priya Dharshini Prabakaran, Director of Astro Radio, said, "GfK's implementation of RADIO 360 is a crucial step in staying ahead in the ever-evolving media landscape. By leveraging comprehensive, advanced audience insights, we can better tailor our content to serve both our listeners and advertisers. At Astro Audio, we're committed to innovation, excellence, and leading the way in delivering impactful and entertaining radio experiences."
June Pang, Head of Media Measurement at GfK Malaysia, added, “As strong supporters of the growth of radio measurement in Malaysia, we are excited to introduce Radio 360 to this market. This new hybrid measurement system has uncovered new, granular audience insights, allowing users to analyse the stations’ FM and streaming audiences in the same way they are able to analyse total audience figures currently. As the audio landscape continues to expand, we are excited to be part of this journey, with a solid foundation for ongoing development and future enhancements.”
