Radio Malaysia Sarawak: radio advertising problems and opportunities / Udin Bujang

Radio appeals to everyone and is available to all. Its mobility and variety of offering have made it the most popular medium in history. Despite commercial radio achieved phenomenal growth in advertising revenue for the whole country, the total revenues for Sarawak has declined for the past few years. This study would look upon into these problems and to look for opportunities, with the hope of capturing better market share in the advertising medium. Lack of promotional activities, economic downturn, quality of radio programs, good technical facilities and support, the need for better trained, professional and creative skill workers, are some of the findings by the researcher. Recommendations were proposed, which include the need for more promotional activities, better and well-equipped facilities for marketing, better incentives and utilizing the new technologies for a more efficient management. This would hopefully be able to increase sales and generates more revenues for Radio Malaysia Sarawak.