The first and only bilingual radio station in Singapore doesn't put on any airs. Simply because all 88.3Jia FM wants is for its listeners to feel at home. After all, there is no better place than "Jia".
Tired after a day's work, you get into your car or plug into your mobile phone and turn on the radio. Familiar tunes come to life and you feel your weariness slide away.
This sense of familiarity and comfort is what 88.3Jia FM works tirelessly towards. As DJ Kai Ying put it: "We're a family to our listeners, that's why it's called Jia ("home" in Chinese)."
First bilingual station
Formerly known as Dongli 88.3 FM, the station made the switch from a purely Mandarin station to become Singapore's first official bilingual radio station in March 2007. Along with this came the name change to 88.3Jia FM.
With that, the station launched The Good Morning Show, a bilingual weekday programme co-hosted by Kai Ying and fellow DJ Robin. During this four-hour segment, the pair hosts in both languages - Kai Ying in Mandarin and Robin in English. The station also includes English songs in its playlist every hour.
"When they first hear about the show, a lot of people think it can't work," said Robin. "But when they tune in, they realise it s very natural because that s just how we talk in Singapore!"
Fans from everywhere
The programme's uniqueness means a unique set of fans, including non-Chinese ones. Recalling an encounter during an outdoor event, Kai Ying said: "A couple came up to us - the husband was Indian and the wife was Chinese - and we were asking, 'Who's the fan?' It turned out that it was the husband!
"He said that he understood what was going on in the show from what Robin says in English."
The DJs have also received positive feedback from parents who tune in every morning while sending their children to school so that their children can pick up new words.
NS segments
As one of two radio stations under SAFRA Radio, 88.3Jia FM provides a light dose of National Service (NS) elements in its programme line-up, such as information about events like open houses, military exercises and call-ups.
In addition, the station houses an NS-centric programme titled Nites Off, hosted by DJ Di Jia. Held on weekdays from 8pm to 9pm, this programme covers health and fitness tips as well as SAFRA-related discounts and promotions. Many military personnel such as naval divers and members of the Red Lions Parachuting Team have been guests on the show.
Among her interviewees, 3rd Warrant (3WO) Shirley Ng, the first female Red Lion to take part in the National Day Parade, left the strongest impression. "3WO Ng told me that they take a few months just to prepare for that one jump. I'm very amazed and impressed at her dedication and passion," said Di Jia.
To spice things up for Full-time National Servicemen (NSFs), Di Jia takes the radio station to the camps during lunch time. Together with a Power 98FM DJ, she entertains, plays games and gives out goodie bags to the NSFs. During the hour-long programme, the NSFs can also make song dedications.
Birthday plans
With its birthday coming up in March, the 88.3FM DJs are making grand plans to entertain, excite and reward their listeners. The DJs will showcase some of their talents, and pole-dancing and belly-dancing are some possible activities in the works.
Family and friend - these are what 88.3Jia FM wants to be to its listeners.
As Robin said: "I think it can be summed up by our name itself we're not pushing to sell anything, we're simply there for you to come home to."
