Bilingual radio designed to attract expatriates

Bilingual radio designed to attract expatriates

JAKARTA (JP): While the government is currently promoting the
use of precise Indonesian through various operations, a local
radio station continues to present bilingual programs to
Jakartans.

The station, 107.2 KIS FM, airs its programs in English and
Indonesian daily.

Station manager Deni Salam said that the station's targeted
audience is expatriates and so it's bilingual programs are the
station's policy.

"Our market segment is expatriates in Jakarta who want to get
information about this country as well as entertainment from
local radio," Deni, who has been part of the Ramako radio team
for seven years, told The Jakarta Post Friday night.

Deni said that bilingual radio stations should not be seen as
something that can harm this country's national stability. Such
broadcasts are the best way to promote Indonesia to expatriates
so they can understand local cultures.

Expatriates, he said, can enjoy radio in a language they
understand and at the same time the station can promote Indonesia
to them.

"We have a special program every Thursday which covers
everything about Indonesia such as traditions, cultures and
food," he said.

Another advantage of broadcasting bilingual programs is to be
able to help local listeners practice their English.

Deni added that, as the only radio in the city providing
bilingual programs, many local listeners also tune into the
station.

Local listeners, he said, consists of those recently returned
from living abroad and others who are to leave the country to
study or work.

"I think the basic aim of the station has changed because it
is proved that radio can also participate in helping local
listeners enhance their English," he said.

Another goal which the station also tries to achieve is to
promote the Indonesian language to expatriates by requiring radio
broadcasters to speak precise Indonesian.

"We require them to speak correct and good Indonesian and
forbid the use of slang words because we want expatriates to be
able to speak and understand precise Indonesian language," he
said.

With nine radio broadcasters, six who speak fluent English,
KIS FM combines the usage of English and Indonesian in their
programs.

He explained that four years ago the Ramako group, the owner
of the station, planned to create a special radio station for
foreigners because at that time there was no station in the city
specifically for expatriates. The company then established KIS
FM.

KIS FM the third radio station in the city owned by the Ramako
group which is owned by Adhyanti B.N. Rachmadi, daughter of
former vice president Sudharmono, targeted expatriate executives
between 22 and 35 years old as their market segment.

The other radio stations are Ramako, a more sedate station
which targets young executives aged between 24 and 45 years old
as its listeners, and Mustang radio station for Jakartans under
24 years old.

KISS FM station, located in the Cinere area, South Jakarta,
has a 20 kilowatt radio transmitter and can tuned into in the
greater Jakarta area.

"We are listened to in the greater Jakarta area but there are
still blank areas which have to be covered, therefore we are
going to use new equipment," Deni said.

The station does not merely offer music, although 60 percent
of the transmissions are music, with the remaining 40 percent
being talk shows and quizzes.

Although it is aimed at expatriates, he said, the advertising
agencies are becoming more and more interested in the station,
which is indicated by the number of advertisements aired by the
radio.

"As a relatively young radio, the station is in a good
position and we can compete with other radio stations," he said,
but refused to reveal the station's ratings in the city.

In an effort to strengthen the relationship between the radio
and advertising agencies, a country western party was held to
celebrate the station's fourth anniversary on Friday night. (yns)