'Yes to the 'Heart'

It has yet to celebrate its third anniversary but the Public Relations Department-owned radio station, 93.5 FM HD1 Yes Radio, which is managed by concessionaire Fatima Broadcasting International, is already going through a change of both name and style.

Now dubbed Heart Radio, its new concept is “Follow Your Heart” and the DJs will be spinning international retro music from 1960s to 1980s instead of Thai tunes from the ’70s to the ’90s. They’ll also be targeting listeners aged 25 and over.

“Yes Radio has actually been going well for more than two years but it hasn’t been as successful as we would like in terms of the 7Ps of marketing, meaning product, pricing, place, promotion, packaging, positioning and people,” says Sangchai Apichatthana-path, president/CEO of Fatima Broadcasting International, which won the concessions of the only Bangkok-based radio station for 23 years. Sangchai is also in charge of Radio Thailand’s seven waves in Chiang Mai, Phitsanulok, Nongkhai, Udon Thani, Khon Kaen, Nakhon Ratchasima and Surat Thani. 

“Consumers are separated into two groups: listeners and buyers.

“Retro Thai music really only has listeners. Heart Radio will remain retro but with international music. I’ve invited Luk Wah [Pijika Jittaputta] to represent the young generation as a DJ and Thewan [Wanaputi] to be our man of the ’60s. We must focus on both the past and the present. P for product is 

 important. The concept of Heart Radio can cover our target consumers, ranging from the 25 year-olds who have just graduated and like to listen to oldies.”

“International retro offers a far greater variety of music from easy-listening to jazz than Thai retro. We can’t play new versions of Thai oldies covered by young artists on our airwave because of copyright. In other words, we can’t play reproductions of Thai songs but with international music, it’s not a problem because there are so many kinds of rearrangement” says Sangchai, who is a fan of The Bee Gees.

Weekday orogramming kicks off at 5am with "Sweet ... Heart” by Pusadee “Too” Sorat, aka Angel in the Morning. The 9 to noon spot is called “Heart to Heart” and the decks are manned by Dobadoo singer and “Dream Girls” performer Luk Wah. “Heart & Soul” follows from 1 to 4pm with Setsiri “Por” Puangsuwan. 

 Kritkamol Kiratibut hosts the 4-8pm “Follow Your Heart” slot. Thewan takes over from 8.30-10pm for "Young @ Heart” and Nui Tanawat wraps up the shows until midnight with “Happy Heart”.

Supoj “Tueng” Pajonyuth greets Saturday’s listeners with “Bright & Beautiful” from 6am to noon. He’s followed by “Music Post” with Narit “Den” Panthumetha from 1-6pm, “Beautiful Harmony” by Pinky-Joom Tanasorn-Kritkamol Kiratibut runs from 6pm to midnight. On Sunday, it’s “Top Selection” by Thawee "Poh" Yaemsruan from 6am, “Dreams & Memories” by Lampoon Lawapaoraya from 1pm. “Sunday Jazz” by Kritkamol Kiratibut from 6pm and “Anything Goes” by Jim Davidson from 8.30-10pm.

“The target of Heart Radio is similar to Yes Radio but wider. Luk Wah can draw young people’s attention to our wave as a result of market segmentation. Heart Radio has a variety of marketing in addition to music,” says Sangchai.