TRAXXfm is the only English radio channel that is fully-owned and fully-funded by the Malaysian government. It broadcasts 24 hours a day, nationwide. The channel
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had undergone a few re-branding exercises and thus, had changed its name. It was known as the Blue Network, and was changed to Radio 4 and now known as TRAXXfm, with its tagline "Travel n Music".
The first broadcast bearing the new tagline took place at TRAXXfm’s mini studio at Malaysia Tourism Centre (MaTiC) on 12 midnite 27th June 2008 after the soft launch by the Secretary General of Information Ministry.
On the 10th of July 2008, TRAXXfm "Travel N Music" is officially launched as tourism radio involving two ministries namely; Information Ministry and Tourism Minister.
With the rebranding of the station, TRAXXfm takes the lead in disseminating information that is tourism related for the local and international tourists. Whilst retaining its present content the format of the channel is also wide ranging with 70 percent of its programming is dedicated to younger audience.
TRAXXfm penetrates 90 % coverage of the whole of Malaysia;
TRAXXfm can also be heard in certain parts of Brunei, Singapore, Indonesia and South Thailand, while its shortwave transmission on 7295 kHz. TRAXXfm receives feedbacks from listeners in Egypt, South Africa, Japan, Germany and the Netherlands, to name a few. TRAXXfm could also be assessed on www.traxxfm.net.
Target Audience
TRAXXfm has a mixed format, catering to a younger target audience in the evening from 10pm onwards (listeners who are 18 – 25). These segments are totally for the youth. While it targets the older listeners ( 25 – 45) from 6am till 10.00pm. TRAXXfm’s content is 70 @ music and 30% hard information (news, capsules and talk shows)
Programming
TRAXXfm does have niche programming to cater to the needs of its audiences, as stated below:
Talk shows: Mondays – Fridays: Various topics of discussions.
Mondays & Fridays – health (general, children & women)
Tuesdays- current issues
Wednesdays- events and happenings (world and Malaysian calendar)
Thursdays – women essentials.
Children’s programmes ; besides the above-mentioned talk shows that involved children, there is a once-a-month programme where children are the main talents. Forum and Vox-pop.
Songs and music : These genre-based entertainment programmes are very specific and broadcast over weekends. Jazz (world music) , Rock (Classic), R&B, Alternative Rock, Clubs, Oldies, and Retro.
Sports updates on – weekdays and Fanboys (talk show/forum) on every Sunday.
Religious : "Reflections" - On Islam , Mondays – Sundays (10 minutes)
News : On the hour ( In a day : 7 x10 minute news, and 17 x 3 minute news a day).
On Air talent
All 'one air presenters are on a part time basis. There are currently 10 of them, while behind the scene or producers who are full time staff stood at 6.
Budget
Allocation is from the government and reviewed yearly. The bulk of the expenditure is for payment for 'on air talents'. TRAXXfm does sell air time and the money goes to the government’s coffer. Many activities are done on a 'win-win situation' to get sponsors for merchandize and give-aways to in the form of prizes on quizzes held on air.
Link-Ups
TRAXXfm has a few programmes link up. Besides with its sister station, namely, regional stations , within the country, TRAXXfm does;
'live on air link ups' with ;
Radio Australia weekly, for 20 minutes;
Nusound radio that broadcasts in Liverpool, London. The link up is during the station’s segment, "The sounds of Malaysia" as and when is needed, especially during important events;
Radio-Television Brunei (RTB) ; four (4) times a year.
TRAXXfm carries programmes from the BBC ; they are (i) Top of the Pops – a once a week chart show and, (ii) 6-minutes English.
New Programmes for 2010
"Youth on the move" – a special talk show for youth once a month;
"Hear me" to replace "Listen Up" – children’ s programme targeting 15 years and below;
"DJ workshop" for children; to give them an exposure of the life and responsibilities of broadcasters. This will be handled solely by TRAXXfm with the cooperation of its training institute.
Demographics
Based on AC Nielson’s Radio Sweep Survey 2009/S2 TRAXXfm has 107,000 listeners excluding east Malaysia ( Sabah & Sarawak )
TRAXXfm showed a 0.6 percent increase in audience reach in the 2009/S2 compared to 2009/S1
Average time spent by our exclusive listeners are 3.57 hour
Consistent listener - base from 8am -7pm
Large audience concentration is from 8am -12pm & 6pm-10pm
Results indicate that our largest listener age groups are (20 – 29) & (40+ ) bracket
These 2 groups have a household income capacity of RM3,000 –RM4,000 & >RM4000
