New radio station caters to niche segment

Singapore – The Media Development Authority (MDA) has awarded the FM92.0 radio frequency to SPH Unionworks, making way for the launch of a new commercial free-to-air women and family-oriented radio station.

The award follows a public tender launched by MDA on 29 March 2011 for the allocation of two

vacant FM frequencies – FM89.3 and FM92.0 – to be operated as either commercial or not-for-profit

(public interest) radio stations.

MDA received a total of 11 valid bids from five companies, including MediaCorp Pte Ltd and StarHub Ltd. SPH Unionworks won the bid because MDA believes its proposal caters to an underserved, niche segment of the population.

Existing local radio stations do provide some women and family-related content but none of them are positioned as stations that cater solely to this segment. As the other proposals were deemed to be less unique and compelling, MDA will tender the remaining FM89.3 frequency at a later date.

The new station is expected to be launched within the next nine months.