Lite (radio station)

Broadcast area Malaysia and Singapore
Slogan Relaxing Favourites
Format Adult contemporary, classic hits and easy listening
Language(s) English
Owner Astro Holdings Sdn Bhd, under Astro Radio
Sister stations Hitz, Mix, My, Melody, goXuan, Era, Sinar, Gegar, Zayan and Raaga
Webcast eAAC+
Songlist
Website lite.my

LITE (formerly LiteFM)[1] is one of Malaysia's English-language radio stations. It is managed by Astro Radio, a subsidiary of Astro Holdings Sdn Bhd. In 2015, as according to Nielsen RAM Survey Wave #1, LiteFM grew by 8% to reach 286k weekly listeners.[2]

History

LiteFM was launched into Malaysian FM airwaves in January 1997 after being one of Astro's audio-only channels since the launch of the satellite network in October the year before. It was formerly known as Light & Easy and was renamed "Lite FM" on 20 November 2006. Lite FM begins in 1997 as an oldies format focusing songs mainly from the 1950s to the 1970s targeting an older audience above 45 years old. However, since the change of the station's name and logo, Lite FM gradually changed into an easy listening adult complementary music format, with more current tracks from the 1990s till now have been added into Lite FM's playlist as now the station wants to target a younger audience rather than the older ones. Since 2009, the station has focused on playing music mainly from the 1980s and 1990s, which was previously held by Mix FM and now with less frequency on playing 1960s and 1970s music each hour. The primary focus on playing 1950s to 1970s music is now going on at Gold, one of the Astro satellite music channels. The focus on songs played changed again in 2013, with the station opted to concentrate on songs from the 1980s and beyond. In addition, it no longer plays 1960s music during the weekday and 1960s music is only heard during the weekends. With the focus of the station changed, several songs from the 1960s and 1970s were also dropped from the playlist.

Since 2016, after Lite FM's acquire its new slogan "Relaxing Favourites", its songs selections are mostly from the 1990s & 1980s with modern hits (2000s and 2010s) sandwiched in between.

The current slogan is "Relaxing Favourites", which is also the former slogan, but also carries the word "Continuous". "Relaxing Favourites" means that it plays songs that are non hip hop. It also cultivates and encourages the love of classic hits among younger generations aged under 40.

In late March 2017, Lite FM launched "Weekend Special" which showcased themed songs playlist such as Mum & Me (songs about Mother's Day), Weather (songs about weather) and so on. It ran every Saturday & Sunday from 7:00 am to 8:00 pm. Each Weekend Special played only one song with some short comments about the story and facts behind the song before the song in question started playing. Usually, Weekend Special runs twice each hour. However, this program was discontinued in November 2017.

On January 1, 2018, the station (along with 10 other radio stations) dropped the suffix "FM" from its brand name as part of the Astro Radio’s major rebranding project to focus on digital platform.[3] A new logo was also unveiled.[1]

Frequencies

References

  1. 1 2 "Astro Radio refreshes 11 brands to deliver better value to fans". Astro. 2 January 2018. Archived from the original on 12 January 2018. Retrieved 12 January 2018.
  2. ↑ "71% of Malaysians Listen to Astro Radio". Astro. 19 June 2015. Archived from the original on 5 March 2016. Retrieved 5 March 2016.
  3. ↑ "With multiplatform the new reality, Astro Radio drops 'FM', refreshes 11 brands". Digital News Asia. Retrieved 13 January 2018.

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