A study on building listeners loyalty towards radio station : Suria FM Sabah / Noor Syazwani Sadinin

In this era of global modernization, it is no doubt that the mass media plays important role in our lives. Through mass media, we can gain lots of knowledge and information. We will also be able to track the progress and current issues in and outside the country. For example, radio is one means of communication in the mass media category. Companies that transmit music, news, talk or other forms of one-way radio are known as radio station. Radio stations intend to reach wide number of listeners. It is not for entertainment purposes only but also one of the tools to disseminate information such as current event, sports, weather and many more. One of the radio station in Malaysia is Suria FM which using " Muzik Terbaik 90-an dan Terbaru" as their tagline. Suria FM is a 24 hour broadcast Bahasa Malaysia radio station which offers nationwide coverage with 11 transmitters in Malaysia including split transmission in Sabah known as Suria FM Sabah. It is a subsidiary of Star Publications (M) Bhd. It was launched on 24th October, 2007, and Suria FM Sabah was official launched on 5th March 2011. The station is targeted at both urban and suburban listeners between the age group of 25 - 39 years and they play 50 Minutes Non-Stop Music which offers "More Music Less Talk" that is demanded by the listeners.