Malaysia’s Sinar FM has reinvented to meet the preferences of its target listeners.

The station claims to be the country’s No.2 Malay station with 3.7 million listeners and an exclusive audience of 1.1 million.

It was launched in 2004 as a retro station, playing local and international hits from the 80s and 90s.

With the rebranding, it aims to offer a more diverse selection of music, current news, branded content, lifestyle, cultural and spiritual topics that are relevant for the modern Malay listener.

The new programming targets single and married, urban and rural listeners between 25 to 39 years of age.

The new content was created on the basis of a campaign called ‘Komen Sinar’, where listeners gave their feedback through a survey.

It includes new segments on the breakfast show Sinar Pagi with Salih Yaccob (SY), Krill and Kak Engku (KE ).

Rasidah Khasim, Content Manager for Sinar FM says: “Sinar FM reinvents its brand for the modern Malay, by designing lifestyle content. Elements that are incorporated into the lifestyle content crafted to instill positive values amongst listeners. The elements used for the content are everything to do with the society and its values.”