WITH a strong presence as the number one community radio station in Sabah, KupiKupi FM has set its sights on expanding into Sarawak.
Programme manager Gideon Jute said KupiKupi FM Sarawak aims to create a sense of belonging and community engagement as well as to echo their success in Sabah here.
He said the idea of expanding into Sarawak has been in the minds of KupiKupi FM’s directors for several years, with the goal of emphasising unity between Sabah and Sarawak.
“Sabah and Sarawak should not be treated as separate entities because both states share similarities in culture, tradition, and language among others.
“It is a big ambition, but we want to remove the barriers that separate the two states, thus creating harmony and demonstrating how Sabahans and Sarawakians are indeed one,” he told New Sarawak Tribune.
With KupiKupi FM set to be launched on June 9 in Sarawak, Gideon said the radio station strived to create a cohesive brand identity that resonated with the people of Sarawak.
“This expansion reflects a desire to bridge the gap between Sarawak and Sabah while celebrating the shared cultural heritage of both states.
“Being a community radio station, we want to be a unifying force and an essential part of the lives of Sarawakians,” he said.
ST: What is KupiKupi FM about?
GIDEON: KupiKupi FM originated from Kota Kinabalu, Sabah and it was established seven years ago. We aim to be ‘radio orang kita’ or the people’s radio as we want to create a sense of community and ensure that our listeners feel a strong connection with us.
As we expand to Sarawak, we are bringing the same DNA and goal of being the radio for the people as well as a platform that highlights community stories and entertainment.
We want our listeners to feel that this radio station truly listens to them.
How would you describe KupiKupi FM’S approach as a community radio?
To foster a personal connection, we encourage our announcers to make the listeners feel as if they are in the studio with them. Instead of using generic terms like ‘hey guys’, we encourage direct engagement by using phrases such as ‘how are you today?’. We also encourage our announcers to go for a natural conversation style whereby the way they communicate on air resembles a casual conservation, making it easier for listeners to connect with them.
At the same time, our announcers have the freedom to be their authentic self as we prioritise genuine reactions and avoid artificiality.
Who are KupiKupi FM’S target audience and listeners?
The target audience of KupiKupi FM falls within the age range of 17 to 45, encompassing high school students, white-collar workers, and housewives. Although there are listeners in the 50 to 60 age group, our focus is on the younger people. We also recognise that there are also older individuals who often travel and have diverse interests and like to listen to the radio, so we will cater to their needs as well.
What is the size of KupiKupi FM’S manpower?
We have a small team consisting of 12 people including myself. The core team consists of six people, and we have six announcers. In addition to that, we have a ground team that we refer to as ‘roadies’ instead of the traditional term cruisers and they are managed by our ground operations executive.
What language does KupiKupi FM announcers use on air?
KupiKupi FM will primarily use Bahasa Melayu Sarawak throughout its programmes that run from 6 am to midnight daily. While the main language is Bahasa Melayu Sarawak, we acknowledge the diversity and language abilities of our announcers. For instance, if our radio announcer has invited a local Iban artiste, they would converse in the Iban language during the interview. When they go back on air, they will switch back to Bahasa Melayu Sarawak.
Similarly, one of our announcers has a decent command of Mandarin and Hokkien dialect so he/she may respond to comments in Mandarin or Hokkien when addressing Chinese listeners.
Overall, KupiKupi FM aims to be multilingual, but Bahasa Melayu Sarawak is given the priority.
How many programmes does Kupikupi FM have and how would you describe the programmes?
We have five programmes with different time slots and announcers. The first programme is called ‘Sekoh Pagi’ starting from 6 am to 10 am by our breakfast crew, namely, Jalee and Ezmir.
This upbeat and lively morning slot focuses on trending issues, featuring discussions about local heroes and engaging the listeners with games as well as interactive segments. From 10am to 1pm, it is the ‘Rona Roni’ programme hosted by Wena; this slot revolves around beauty, lifestyle and women empowerment.
The 1 pm to 4 pm slot is with Maria and the programme is called ‘Kacak Tipot’ where the topics discussed are more on the serious side but with an element of fun. From 4 pm to 8 pm, the programme is called ‘Kupi Jem’ where Leez will focus more on music and local businesses. Lastly, our 8 pm to midnight programme is called ‘Jungo Krem with Abang Lan’ with a comedic and unexpected twist on local topics.
Do you think these programmes will appeal to Sarawakians?
Of course, these programmes were designed to cater to the local Sarawakian audience. Our team has put efforts into ensuring that the content of our programmes is relatable and appealing.
For instance, one of Abang Lan’s segments is called ‘Jakuk Kita’ where he will introduce a word in local dialects that some may or may not have heard before. He will highlight the meaning of the selected word and share with the listeners on how to use it in sentences or during a conversation.
Are there any specific local heroes or individuals that KupiKupi FM aims to celebrate?
We believe in celebrating local heroes who may often be overlooked. For instance, I recently spoke with a friend who works at Western Digital on how there were still stigma and stereotypes associated with factory workers. We aim to highlight the significant contributions of these individuals to the community which many people may not realise. As such, our focus goes beyond celebrating frontline workers because we want to shed light on local heroes who may not receive the recognition they deserve, reminding everyone of their valuable contributions that we should be grateful for.
How do you ensure the contents remain fresh and relevant in KupiKupi FM?
We believe that freshness in contents goes beyond just following the trends, they must be relevant as well.We are also actively embracing the digital side of things such as utilising the various social media platforms and we have our own website.Our announcers have been entrusted to manage the content for our Facebook, Instagram, and TikTok because they are very creative in producing captivating contents. One of our plans is to have our very own app called KupiTV which can be downloaded on smartphones and accessed using Facebook or email credentials.
Will KupiKupi FM feature music from various local languages on air?
Yes, we take pride in featuring local music that Sarawakians can be proud of including songs in indigenous languages. During our trial run, we received positive feedback on how we have quite a number of Iban songs, but we are committed to diversifying the music selections. We will also include songs from other indigenous communities such as Bidayuh, Melanau, Lun Bawang, Kelabit and Kenyah among others. This is because we want to provide a platform for Sarawakian artistes to promote the rich cultural heritage of Sarawak through their music.
Lastly, is there any message or shoutout you would like to convey to Sarawakians?
If you are looking to enjoy Sarawakian songs and experience listening to announcers as if they are next to you, tune in to our station.We are not only going to feature a wide range of local songs, but we are going to engage with our listeners in a way that reflects the essence of Sarawak and its people.
