Sisters are doing it for themselves

"It sounds stupid, but listeners really thought that we were a pirate radio station because our programs were in Taiwanese," said Liang. "We changed the format and suddenly people began to think of us as a genuine radio station. It's an odd turn of events, but there you are."

While radio station staff realize that by broadcasting principally in Mandarin they are distancing themselves from a large section of their original target audience, there is very little that can be done about it. A recent report states that the county's pirate radio problem is spiraling out of control. There are more than 10 pirate radio stations operating at any given time in the county, double the number of legal stations.

One of the oddest problems faced by the radio station in its fledgling days, however, stemmed from a misunderstanding surrounding its name and logo, which is a pair of red lips in the shape of a chili pepper. Sending the wrong message to some, the station became a target for large numbers of unwanted male callers.

Liang, or Little Witch (小魔女) as she's known to her listeners -- along with nearly all of the station's female presenters -- were inundated with calls from forlorn men asking for a lot more than an earful of the latest mando-pop hits, or to debate female issues.

"I think because of our name and the logo these people thought we were somehow related to the 0204 sex related chat-lines. I'd get numerous calls while on air from men asking if I'd be their friend and go on a date with them," she said. "It was embarrassing to begin with because the station was new and we were trying to make a name for ourselves."

The station still uses its spicy lips logo, but according to Liang, such calls have become more infrequent in the past year.

"We got used to it after a time and getting rid of them became second nature. We'd politely tell them that they were live on air and that they'd made a mistake. They'd hang-up quite quickly after that."

Initially aiming its programming toward a target audience of 30-year-old-plus females the station has slowly begun to adapt its shows in order to attract a younger audience. The introduction of music programs focusing on classical, pop, traditional and even dance music -- as well as the addition of male hosts in recent months -- has enabled the station to branch out and expand its core audience. Listening figures now point to an audience that ranges from 20- to 40-years-old and covers both sexes.

The station is also broadcasting several programs relating to gay and lesbian issues.

According to Liang, before the station began airing programs such as Lez Radio (拉子三缺一) local gay and lesbians felt pretty much ostracized and alone in the rural and predominantly heterosexual community. Along with airing the programs radio staff also give gender awareness lectures at local colleges.

"Since we've been running the programs people have written in to say how much they appreciate them and they say we have given them the courage to speak out and search for their identity," said Liang. "In rural areas like this homosexuals have felt alone for a long time. Many felt that there was no way they would ever find a program to listen to that aimed at issues affecting them."

While the station continues to thrive and fill a much-needed niche, station management is already looking to the future. And when problems surrounding broadband broadcasting are finally ironed out in Taiwan it is hoped that the Sister Radio will reach even people and spread its feminist, gay and lesbian messages of good will to an even wider audience.