- What are your frequencies for Radio and your TV channel & Target audience for both Radio & TV
Radio Polynesia Ltd. operates four (4) separate Radio Stations from it’s Savalalo Headquarters in Apia.
The station first opened in September 1989, operating only one bilingual station at the time. This was the original ‘Magik 98.1 FM’.
In 1998, we decided to have a station that broadcast solely in our Samoan language, and one in English. There, TALOFA FM was born. We also computerized our stations – which allowed us the option of operating 24 hours. Our on-air announcers would announce up to a certain time in the evening, then the computer would run the rest of the night / early morning until the breakfast show begins the following day. The beauty of automation and technology!
So we had Magik 98.1 FM in english, targeting our non-Samoan speaking audience, also playing a variety of English-only music & adverts. Talofa FM on the other hand, played only Samoan music & adverts were translated into Samoan.
Not long after that, we opened K-LITE 101.1 FM. We decided to start streamlining our musical preferences to cater to the different age groups. K-Lite FM caters to those that enjoy listening to music from the 1920’s, to easy listening hits of today. Mainly aiming at the ‘older’generation. Catering to 50+ years. (English Only)
In 1999 we opened Star 96.1 FM (Originally called K-Roq FM). Again, we were streamlining our music even further. Star FM plays a lot of music from the ‘70’s & ‘80’s, 90’s and hits of today (non-rap). Catering to the age group – 20-50+yrs. (English Only)
Magik 98.1 FM is now our top 40 station, catering to the younger listeners - from the very young, to 40+. (English Only)
Talofa 88.5 / 99.9 / 91.5 FM targets all ages and has a very large listening audience. Talofa operates on 3 different frequencies, to maximize our coverage across Samoa. We can even reach certain parts of American Samoa, and we have our regular listeners that tune in from the territory, who call us every now and then. So depending on one’s whereabouts on the islands, the frequency that brings in the strongest reception is the one to use.
Ideally we would like to put up repeaters for the other stations, but it all boils down to budget. But because Talofa FM is our most popular station, we want to make sure that we have our bases covered by providing optimum coverage. This station attracts listeners of all ages, and broadcasts in the Samoan language only.
- Coverage for both Radio and TV
As mentioned before, we cover the majority of Samoa with our Talofa FM (hence the 3 frequencies).
- Popular programmes listened to by the local people
With Talofa FM, any time of the day is favourable to the general audience. However the breakfast show, (6am – 9am) is very popular as we normally have 2 show-hosts who give both an informative & extremely entertaining show. This part of the morning captures all those heading off to work, school, plantation, and those that are at home. During the breakfast show we have live birthday calls, market reports, Samoan news from NZ (live), local news, sports news, weather report, Cinema schedules etc. Topics that are currently affecting our country together with international headlines are also discussed during the show, and church programs on Sundays. (No adverts run on Sundays on all four stations).
The rest of the day we have various programmes which are all sponsored. Eg. We have a “Secret Sound” program at 10am, also very popular, callers call in to guess a particular sound, to win cash. We have all kinds of promotions from various companies – which offer giveaways (like our mobile phone companies).
We have Top 10 songs as well, listeners call in to vote for their favourite songs.
Our drive-time show in the evening (3pm – 6pm) again, is very popular.
Breakfast show (6am-9am) is very popular, with requests, birthday calls, health tips, Cinema schedules, local & international news, weather reports, and entertainment news. Playing all the newest and most popular music. The remainder of the day is filled with exciting entertainment news, programs for the school kids (Top 10 Hits), text requests, competitions and so forth.
Again, each station targets & attracts different age groups, according to their listening preference. These stations also run similar programs to Magik 98.1 FM, but slightly less intense. (More music, less talk).
- Men and Women’s programmes that you have on TV & Radio
We have numerous programs that target both sexes. On the English stations, we have “Beauty Tips” (Normally sponsored by Beauty Salons / products), cooking tips / recipes.
We also have talkback programs that target the more serious issues which are prevalent in our society eg. Health talks on Contraception & sexually transmitted diseases, educational children’s programs, programs that talk about road safety, the law, prevention of spousal abuse, alcoholism, also programs on protecting our environment.
- Decision makers , Eg . Cold Power is bought by women as they do the laundry , what is the time they usually sit and watch TV or listen to the radio.
You’d be surprised. Everywhere we go during the day (and at night), our radars are constantly switched on! To see which radio stations are on. Most of the time, (I would say 80 – 90%) the radios in the taxi’s, buses, work places, private cars, are tuned in to one of our stations (and I’m not just saying that!:)) Especially Talofa FM.
So there are no set specific times that one would sit and listen to the radio, they have it on all day long, whatever they may be doing. We also get a lot of calls from the fishermen who are miles out at sea, just to let us know that they are listening. If one of our repeater poles is down on the big island of Savaii, our audiences over there get pretty agitated, and are constantly on our case to get it repaired ASAP!
- Does your station cover Savai'i
- 70% of Savaii – Magik FM
- 70% of Savaii – Star FM
- 70% of Savaii – K-Lite FM
- When is the best time to target children
Ususally breakfast time from 6am – 9am, then after school from 2pm onwards.
- When is the best time to target the dads and mums etc
All day really, for those parents who stay home, and those that tend their plantations, the office workers, the fishermen etc. we get call s from the minute our announcers sign on air, until our last announcer retires for the evening.
One of our major cell phone companies who also advertise with us also do their own independent surveys when they are out in the field promoting their products. They ask their customers which radio stations they prefer, and 90% of the time, the response is at least one of our Radio stations. Talofa FM seems to be the most popular.