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SPH's Kiss 92 to Woo Women (ST)

BackJul 19, 2012

First new radio station in 20 years will tailor content to suit women and families

A NEW English-language radio station targeting women aged 30 to 50 will debut on Sept 3.

Called Kiss 92, after the currently unused 92.0 FM frequency, it is the latest offering from SPH UnionWorks, a subsidiary of Singapore Press Holdings.

SPH UnionWorks already operates 91.3 FM and 100.3 FM, which broadcast in English and Mandarin respectively.

Kiss 92, the first brand-new radio station here in 20 years, is Singapore's 19th local FM station. It was launched yesterday at the Jewel Box on Mount Faber.

Its programme director Jamie Meldrum said women aged between 30 and 50 years were at the moment an "under-served" group and it is common practice for radio stations to cater to market segments defined by age and gender.

He said: "Doing so enables us to build a more finely tuned radio station which puts Singapore women – the primary decision-makers when it comes to household spending – in touch with marketers who have goods and services of interest to them."

He added that the station was targeted at, but not exclusively for, women– the rest of the family can also enjoy its programmes.

"Mums with the kids in the car on the way to school in the morning can get great music, all the info they need to start the day and they won't have to worry about the DJ being crass or crude in front of children," said Mr Meldrum, who is also programme director for 91.3 FM.

Kiss 92 will play mainly pop music familiar to those aged 30 to 50, he said, and bring in experts to share their views on topics such as travel, food, relationships, beauty and fashion and entertainment.

The station will also put out listings of family-friendly events.

Its full-time DJs are Maddy Barber, who is crossing over from Hot 91.3 FM, The New Paper's Movie Guy Jason Johnson, radio stalwart Jeremy Ratnam and jazz singer Claressa Monteiro.

Business news reporter Arnold Gay will leave news wire agency Reuters to join Kiss 92 as its resident news reader.

Describing it as "incredibly exciting" to join a new station, given that new radio licences are not given out often, Mr Gay said: "Radio is where I started my broadcast career, so it's a homecoming, wrapped up with being part of a start-up at the same time."

Ms Barber, who will helm the morning drive-time show from 6am to 10am with Mr Johnson and Mr Gay, said Kiss 92's focus on women will give Singapore something that has been missing in English radio stations here.

With the new station, SPH UnionWorks will be the second largest radio broadcaster here. MediaCorp is the largest, with 13 radio stations.

SPH UnionWorks announced yesterday that its 91.3 station will be called Hot FM 91.3 from next month; 100.3 will be known as UFM 100.3 from today.