Feeling the 'Love'

When rumours started swirling recently that 104.5 Fat Radio was to disappear from the airwaves, listeners as well as the indie artists the station has been promoting for the last decade went into shock.

Hataya “Ple” Wongkrajang, managing director of Independent Communications Network, was quick to come out and set minds of rest, explaining that the station was moving to another frequency, 98FM.

“In fact, the concessionaire, media investor, Chayen Kumnuan wasn’t sure whether he wanted to continue with the original concept,” says Hataya, adding that the rumour originated from the announcement that Click VR1 Radio Co was splitting into two companies. Independent Communications Network led by Chayen has taken charge of 102.5, 103.5 and 104.5 while VR1 Media Group owned by Wassanapongsa Wichaiya has the dibs on 101 RR One and 98.

Chayen’s new style 104.5 FM, dubbed Love Radio, will from now on present international music from the ’70s, ’80s and ’90s and cover all genres from pop, soft rock, rock to R&B, jazz and disco. The song list includes numbers from the USA’s “Billboard Hot 100 Singles” and the UK’s “Music Week Top 75”. Love Radio’s slogan is “Less Talk More Music.”

“I’ve been in the radio circle for 30 years and really looked into the kinds of music that Thais want to hear. They are particularly fond of timeless songs from such artists as Lionel Ritchie, Whitney Houston, Madonna, Michael Jackson and The Commodores released between the ’70s to ’90s, an era when Thailand gave birth to such class acts as Asanee-Wasan, The Innocent, Micro and Nuvo. Today, you can hardly hear any of those tracks on the radio.

Hataya refuses to refer to these songs as retro music, however.

“I prefer timeless as these same songs keep cropping up. Blondie’s ‘One Way or Another’ has been covered by One Direction and hits by Olivia Newton John, Barbra Streisand and The Supremes are being re-released by new artists in their own styles. And just listen to Rockwell’s ‘Knife’ or Diana Ross & Lionel Richie’s duet “Endless Love”: they are just as great today as they were released more than 30 years ago.

“Today’s songs disappear as quickly as fashion trends but retro songs are timeless,” she adds.

While there is truth in Hataya’s words, it’s also a fact that a few radio stations who turned their programming to retro sounds are no longer operating. Can Love Radio change that trend?

“Much depends on the management and how it plans the shows. Several factors are involved including songs, DJs, jingles, activities, research, and presentation,” she says.

Planned activities include “Saturday Night Fever”, a party concert in support of Thai Life Insurance and featuring Mum Laconics, Katreeya English, Supachaya “Bell” Lattisophonkul, Rhatha “Yayaying” Phongam, Burin Boonvisut and Las Vegas disco band The Boogie Knights. “Love Takes Me” will fly selected listeners to Las Vegas for Celine Dion’s concert.

The recent press conference at Queen Sirikit National Convention Centre’s Retro Café saw Jennifer Kim performing Barbra Streisand’s “Woman In Love”, Mum Laconics covering Whitney Houston’s “I Wanna Dance with Somebody Who Loves Me” and Attawadee "Mint" Jiramaneekul joining “The Voice” contestant Tachaya "King" Prathumwan for Michael Jackson’s “I Just Can’t Stop Loving You”. Katreeya English, Supachaya “Bell” Lattisophonkul of China Dolls and Rhatha “Yayaying” Phongam danced to Alicia Bridges’ “I Love the Nightlife”.

Love Radio is targeting listeners in the 25-40 age group with veteran DJ Salinee Panyarachun hosting the golden oldies for the 40 year olds and up, Siranuch “Jan” Rojanasatien looking after the 30-somethings and Rojanon “Bua” Krajangwong taking charge of the 20-29 age group.

“I think people in their 50s or 60s will also listen to these timeless songs though they’ll probably sway rather than dance,” says the 51-year-old managing director.

“Love FM’s biggest strength is that it is being run by radio people with years of experience to their credit,” Hataya says. “So it should be a success.”