
SINGAPORE : If you haven't heard, MediaCorp Radio is launching its 13th station on Friday, 31 December.
Lush 99.5 takes over the frequency previously occupied by Passion 99.5FM, the National Arts Council's dedicated arts station that was run by MediaCorp Radio.
Passion made its final transmission last New Year's Eve.
"Lush 99.5 is a trendy radio station that plays Urban Lounge and Nu-Jazz music," said Bernard Lim, deputy general manager of English-language programming at MediaCorp Radio.
"Loosely, we can describe Lush 99.5 as a chill-out radio station.
"The station targets sophisticated listeners between the ages of 25 and 40 who are at the forefront of music, fashion and lifestyle. More than any of our other music stations, music is really the 'star' of this station."
The station will operate 19 hours a day from 7am to 2am the next day.
Said Andrew Crothers, the station's creative director: "If you ask most people what they hate about radio, it's either the commercials or the deejays talking too much. And we know how annoying they can be.
"That's why we promise never to play more than two commercials in a row."
That is also why the station has only two deejays - cult deejay/musician Chris Ho and Vivien Tan of Showbuzz fame. Chris will be on from 7am to 10am and Vivien will man the mike from 5pm to 8pm.
"Chris brings a wealth of experience and a legacy that no one on the music scene can match. Vivien is a great gal with a great voice and a great head on her shoulders - she is Lush," said Crothers.
Today reported earlier that Passion had closed because the station's niche audience - about 30,000 listeners weekly - was "too small".
In comparison, MediaCorp Radio's No 1 English-language station, Class 95FM, draws about 548,000 listeners weekly with its current and adult contemporary music programming.
So for Lush to be sustainable or even profitable, what is the targeted listenership?
Crothers would only say that the reaction to Lush's test transmissions - which began in November - suggests that the team is on the right track.
In fact, the station has attracted "several top brands" even before the launch, said Lim.
"People have been waiting for a station like this and we have, too!" Crothers said. "We are confident that the numbers will come." - TODAY
