HITZ retires its iconic No.1 tagline after three decades, what comes next?

HITZ is marking its 30th anniversary by retiring one of the most recognisable taglines in Malaysian radio, signalling a broader shift in how the station wants to be perceived by audiences in the years ahead.

For 25 years, the station has carried the tagline "Malaysia's No.1 hit music station", a claim that became synonymous with generations of listeners, presenters and pop culture moments. However, as the media landscape continues to evolve, HITZ is preparing to move beyond its long-standing positioning.

Speaking to A+M, Sean Farrell Matjeraie, brand manager of HITZ, said the decision reflects a changing philosophy around audience engagement and brand relevance.

"For 25 years, 'Malaysia's No.1 hit music station' has been a huge part of the HITZ story and we're incredibly proud of everything it represents. However, as we looked ahead, we felt that constantly talking about being 'No.1' wasn't the most important conversation anymore," he said.

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According to Matjeraie, the station's focus today is less about claiming leadership and more about earning audience attention through meaningful content, experiences and connections.

"Being No.1 isn't something you claim, it's something you earn every day. Our focus today is less about telling people we're number one and more about creating the kind of content, experiences and connections that make audiences choose HITZ again and again," he added.

The retirement of the tagline comes as HITZ prepares to unveil a new positioning, one designed to reflect how younger audiences consume content today.

Rather than viewing radio, social media, video, creators, podcasts and events as separate channels, audiences increasingly experience them as part of a connected ecosystem. Matjeraie said the new tagline will capture a role that extends beyond broadcasting and better reflects how HITZ engages Malaysians across multiple touchpoints. He added:

The new direction is built around that reality. It will be designed to feel more modern, more inclusive of everything HITZ has become, and more representative of how we connect with Malaysians.

Celebrating 30 years the HITZ way

To mark both its 30th anniversary and the retirement of its long-running tagline, HITZ will host what it is calling Malaysia’s first roast of a radio station.

The announcement was made by HITZ Morning Crew presenters Prem Shanker, Ili Ruzanna and Anne Jacyntha via a promotional video on Instagram, which features nostalgic clips of past and present voices behind the station.

The video also introduces a purple-clad character representing “#1”, who declares: “For 30 years, the only ones who cared were us and the industry. No one else did. Definitely not our listeners,” before being repeatedly ignored throughout the clip, which ends with the line, “What. A. Joke.”

The tongue-in-cheek spot sees the station poking fun at itself while playfully acknowledging that its long-standing tagline may not have fully resonated with audiences. It also opens the door for comedians and the public to join in on the roast, framing the anniversary as a “retirement party that takes down Number One.”

Taking place on 19 June at The Platform, Menara KEN TTDI, The Roast of HITZ will bring together comedians, creators, former announcers, artists and listeners for an evening celebrating three decades of the station through humour and nostalgia.

The lineup includes Dr Jason Leong, Kavin Jay, Keren Balan Devan, Singaporean comedian Fadzri Rashid, former HITZ announcers Juanita, Adam C and Jinnyboy, as well as creator Ceddy Ang and Singaporean actress-host Munah Bagharib.

HITZ brand manager Sean Farrell Matjeraie said the moment is both nostalgic and symbolic. “For many of us, ‘Malaysia’s No.1 hit music station’ isn’t just a tagline, it’s part of our identity and a mantra,” he said.

The best brands know when to honour their legacy and when to evolve. We’re not saying goodbye to what the tagline stood for. We’re carrying that spirit forward into a new era.

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