Copyright Laureate, a private media company formed this 4 February, has launched Pi Mai FM in Penang on 90.2 frequency.
The 24-hour Bahasa Malaysia radio station, which began airing in late 2012, targets a wide segment of audiences with the different shows that run throughout the day.
For example, the breakfast segment, hosted by David Low, targets PMEBs and students, while the evening drive time segment targets shift workers and students.
With five different segments, the station plays popular adult contemporary English, Malay and Indonesian tunes, in addition to news.
The station features four on-air personalities, who are David Low, Lie Cuit, Azmir Cuit and Mamak Cuit.
In promoting the new station, it will run a marketing campaign throughout the year in the form of contests, DJ auditions and on social media platforms.
"We have above-the-line marketing set to kick off in mid-year while online marketing will commence aggressively end of February," general manager Hawa Abdul Hamid told A+M.
Pi Mai FM hopes to target as many local listeners and eventually Penangites from all over the world via online streaming.
The radio station is also available at certain regions in Kedah and Perak.
The campaign, from creative, media, digital to PR, is executed in-house.