With technology at the forefront in digitalized communication as well as innovation that connects people, spaces and business, the School of Communication and Media (MassComm) from the College of Computing, Informatics and Media, Universiti Teknologi MARA (UiTM) launches the Visual Radio, as an added value to the already established University-based station. Radio UFM, through its 93.6 FM frequency has been the newsbeat of the campus as well as its nearby community to engage, discuss and to be well-informed of current affairs. This will be an extended user experience for its listeners amidst the population of social media.
As such, an official launch took place at UFM’s station in Level 13, at the Sultan Abdul Aziz Shah’s building (SAAS), UiTM to commemorate this momentous unveiling to the public. Present were the Assistant to the Vice Chancellor, Professor Ts Dr. Haryani Haron as well as Dr. Shazleen Mohamed, Acting Dean and Academic and Internalization (MassComm), among others. Such paradigm-shift were initiated by Radio UFM as well as the School’s Broadcasting department, in wanting to see changes in a more nuanced information gathering, enhanced decision making options via radio, as part and parcel in enticing a generation of new listeners.
Speaking at the launch, Assistant to the Vice Chancellor, Professor Ts Dr. Haryani Haron strongly believes that Radio UFM, a proudly in-house production, has come from strength to strength in revamping the brand and its production management to ensure its longevity as a brand, its purpose and mission in nation building and staying connected with the social media population of the day, the GenZ, especially. Also, Dr. Shazleen added that they are more than welcome to contribute ideas and potential segments to UFM to ensure that the cycle of ideas is kept fresh, innovative, and inspiring to its audiences.
With more than two decades of operation and experience, going visual is one of Radio UFM’s strategic measures in ensuring its continued relevance. MassComm is optimistic that this could pique the interest of current generation to understand the versatility, timelessness as well as its significance, a traditional media such as radio, could have a profound impact on its user’s listening experience especially. Currently run in-house by formerly industry-based staff, Faculty members as well as interns from other faculties. The concept of visual radio is still a form of radio, but preserved still, the leading role of the radio program.
Perhaps, one of its most defining moments for such value-added extension is seeing that radio has always been seen backwards and trailing behind as compared to its visual format media by the likes of television, social media, and the internet, especially so. Taking a leaf out of the United Nations 17 Sustainable Goals (17 SDG), it is notable that globally, many countries are improving their access as well as infrastructure to information for a well-rounded decision making and personal security. This is where Radio UFM, naturally, would want to be; in the epic centre of conversation that matters, in line with UiTM’s vision to become a Globally Renowned University, 2025.