According to Florence Lian, Senior General Manager, English Programming & Marketing at MediaCorp Radio, programming is what secures a radio station's success.
"Programming is the cornerstone of what the station stands for and is about," she
"Fundamentally, content is king.
admits there are advantages of being a big player.
"With the large stable of stations that we have, we're able to format a lot more definitively," she
"I don't think there are many more new, fresh ideas out there anymore, you're always learning from someone or another," Florence Lian of MediaCorp Radio says.
"Not everything we thought of is original," she
concedes, but adds that they look to American formatted radio stations for inspiration, "because they're so creative with their promotions."
Live promotions, or roadshows, Florence
says, are getting increasingly popular with advertisers, and are just as important for the station.
explains, "Instead of them coming up with their own promos, they like to do it together with us.
In that way, they ride on our personalities and our brand name to drive traffic down to a certain place.
When our DJs do a promotion, it allows the stations to get in touch with their listeners."
The Subaru Challenge in October last year was MediaCorp's
most memorable campaign, Florence
MediaCorp's Florence Lian says the best way to convince advertisers to put their products on the medium is via 'success stories'.
MediaCorp's Florence Lian thinks that there will be more exciting things in store, especially with the introduction of digital smart radio.
"Once that catches on, that's when you'll see a lot more formats and choices that will be available to the consumer," she