Singapore’s largest broadcaster MediaCorp showed off the success of its transmedia content at RadioAsia2014 on Saturday.

Malay language stations Warna 94.3FM and Ria 89.7FM played a vital role in helping promote a popular TV game show TE: RAH SE!

Zakiah Halim, General Manager of MediaCorp’s Malay Business Division told the audience that radio had helped generate buzz for the show and several personalities took part each week.

Radio along with social media and TV were used to build a successful entertainment format that could be marketed to large brands.

The case study was presented in a session looking at how to sell radio in a crowded media space.

Sri Lanka’s Capital Maharaja conducted market research among industry experts, ad buyers and content owners to determine what makes a valuable listener.

Group a Director Shanthi Bhagirathan said they could then hone their brands to target specific listeners and offer specific products to clients. This had given their stations a competitive edge.

Australia public broadcaster SBS described the launch of SBS Pop Asia, a digital radio channel that connects young Asian music fans.

The station features a variety of Korean pop (K-Pop), Japanese pop (J-Pop) and Chinese pop. The station was also heavily marketed through its mobile app, which saw large numbers of fans streaming its content.

Pop Asia helped reinvigorate the overall SBS name among young people in Australia and led to a weekly TV show which helped extend the brand further.

RadioAsia2014 is organised by the Asia Pacific Broadcasting Union (ABU) and is being held in Colombo, Sri Lanka this year.