(Petaling Jaya, Monday): DAPSY have identified five reasons why Syncrosound Studio Sdn Bhd should not order Wah! FM to temporarily go off-air. These reasons are in reply to a statement issued by Syncrosound Studio Sdn.Bhd. yesterday claiming that the decision is necessary in order to pave way for a “restructuring and rebranding” exercise.

(It is learnt that the owner of Syncrosund Studio Sdn Bhd, Natseven TV Sdn Bhd has signed a collaboration and assistance agreement with Media Prima Sdn Bhd to enable the latter to assist Natseven TV Sdn Bhd in a “restructuring and rebranding” exercise.)

The five reasons are:

Such decision is not economically feasible. DAPSY believes that the decision is inappropriate as restructuring and rebranding exercise can be carried out without having the radio station be put off-air. Wah! FM only employs eight full-time staffs and even if part-timers are included, the total staffing for Wah! FM would not even exceed 20 people. It is not economically feasible for a small set-up like Wah! FM’s to undergo a restructuring and rebranding exercise.

Even if Natseven TV Sdn Bhd would like to continue with such exercise, the focus should be directed at its core business, i.e. its TV broadcasting segment.

For any restructuring exercise to be carried out, the best approach is to minimize all potential disturbances to the operation of the stations (both TV and radio). A restructuring and rebranding exercise that requires a station to be put off-air is considered bad restructuring planning.

Wah! FM is already a prominent brand by itself. In contrast to the media statement issued by Syncrosound Studio Sdn Bhd, DAPSY believes that Wah! FM has been successful in creating its own brand among the Chinese community. Wah! FM has been successful in crafting its image as a radio station that allows for the airing of critical views since it went on-air two-and-a-half years ago, based on its policy of providing an open platform for listeners to call in and share their views on air.

As such, DAPSY is of the opinion that Wah! FM has been successful in branding itself as a leading station in terms of expression of views and opinions, which has been accepted by the Chinese community. There clearly isn’t any need for a rebranding exercise.

Natseven TV Sdn Bhd should be fair to all parties. If “restructuring and rebranding” exercise is required, there is no reason why NTV 7, the only TV station owned by the company, is excluded from being put off-air temporarily. Natseven TV Sdn Bhd should explain this, failing which Wah! FM should be given the green light to continue its broadcast.

Instead of temporarily taking Wah! FM off-air, Syncrosound Studio Sdn Bhd should increase its manpower. To date, there are only eight full-timers in Wah! FM who are responsible for almost the entire operations of the radio station, ranging from programming, hosting, administration and even marketing. Such human resource management is economically unfeasible. If Syncrosound Studio claimed that the huge debt accumulated is the reason for such a decision, the logical thing that Syncrosound Studio should do is to increase Wah! FM’s staffing and in particular strengthen its advertisement and marketing departments.

Natseven TV Sdn Bhd should respect the right of listeners to know. It is undeniable that the existence of Wah! FM has created a trend among its Chinese listeners to comment on current national issues. This has altered the operating environment of Chinese radio stations which had in the past focused mainly on entertainment.

In view of the above five reasons, DAPSY calls on Natseven TV Sdn Bhd and Media Prima Sdn Bhd to revoke its decision to temporarily take Wah! FM off-air. Wah! FM should be allowed to continue its broadcast in order to enlarge the space for freedom of expression among Chinese Malaysian listeners.