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)