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INTERVIEW: UNI Radio’s CEO still ‘faking it’

Tuesday, Aug 26, 2008, Page 2

Hsinchu Mayor Lin Cheng-tze, right, and UNI Radio FM 96.7 head Hung Chia-Chun hold up piggy banks in the shape of a firefighter with children to launch a broadcasting summer camp on Aug. 12th. PHOTO: CHEN WEI-JEN, TAIPEI TIMES

Taipei Times: You lost your father in January to gastric cancer and were forced to step into his rather large shoes. How did you cope?

Hung Chia-chun (洪家駿): “The stress was overwhelming. I was depressed at various times. My father took great care of the company and family, so I focused on my studies and was never involved in the business, until about a year ago when my father took a turn for the worse. Naturally, I had no idea what I was doing most of the time, but had to pretend I was on top of the game. My father was heavily involved in the National Broadcasting Association (中華民國廣播電台協會), represented by highly experienced radio executives all in their 50s and 60s. And here I was, some 25-year-old kid who had no clue about anything. Needless to say I was really intimidated.

TT: Tell us a little bit about yourself and your family.

Hung: Well, I’m the eldest of three kids. My two younger sisters both have their own specialties. My first sister is studying for her masters in biotechnology at National Taiwan University, she’s the brains of the family. While my second sister is a professional volleyball player training to be a part of the national team. I am a jack of all trades, or better put, jack of no trades. I have no particular expertise, and I was a lousy student, a constant headache to my professors.

“UNI radio is a grassroots radio station. We’re deeply entrenched in our community here in Hsinchu. The radio reception spans three counties: Hsinchu, Taoyuan and Miaoli. Our programming evolves around LOHAS [lifestyles of health and sustainability], and covers food, fashion, living and transportation.”

— Hung Chia-Chun, chief executive officer of UNI Radio FM 96.7

TT: You’re very humble. But surely, there’s a reason the family business was given to you to handle. So how did you learn the ropes in the first six months as chief executive officer? And has there been any drastic changes in company business or profitability under your leadership?

Hung: Thankfully, UNI radio is run by many efficient individuals, from the DJs and back office staff to the sales and marketing representatives. I can proudly say that the company is doing well, we are on our revenue target and there has been no shrinkage of ad revenues. I consulted many, many knowledgeable staff here at UNI radio when I first arrived, I made sure I spent a great deal of time individually with each of them to hear what they had to say and their ideas for the company, no holds barred. I was also active in communicating with our customers — from corporations, to listeners, to different communities and associations. In essence, I was doing everything and talking to everyone.

TT: So tell me about UNI radio, its initiatives and programming.

Hung: Certainly. UNI radio is a grassroots radio station. We’re deeply entrenched in our community here in Hsinchu. The radio reception spans three counties: Hsinchu, Taoyuan and Miaoli. Our programming evolves around LOHAS [lifestyles of health and sustainability] and covers food, fashion, living and transportation. Our station is heavily involved with community services here, so we often broadcast upcoming charity events and programming free of charge. You’d be amazed that even though we are in such close proximity to Hsinchu Science Park, the listeners here all yearn for a radio station that focuses on the simpler, happier, and more entertaining things in life, away from the chaos of work.

TT: Radio broadcasting and newspaper industry are under heavy challenges these days with consumers turning to televisions and the Internet as the new media. How do you keep your business alive, and are there any other radio station success stories you’d like to emulate?

Hung: With so many different media choices, the consumers are becoming more discerning. So on the listeners’ front, we improve content by being up to date with everything that is happening in our area to report back to our listeners. We also try to engage listeners by making our programs more interactive. Tagala is available on our Web site. It is an online platform where listeners can share the three dimensions of life (time, space and events) with other listeners. The map and calendar features make Tagala even more personable. Moreover, our DJs and radio staff don’t just stay here in the office. We are constantly in the field being a part of the community. You can see us everywhere setting up booths and interviewing people on the streets.

As to corporate clients, I admit, the margins are definitely shrinking on advertising revenues, but we make up for it by introducing value-added propositions for them. For example, when corporate clients buy a spot on our radio station, we give them the option to advertise on our Web site. We also try to get them to sponsor many of the events we’re involved in so they can get more exposure. We definitely cross sell a great deal here.

As to any radio stations we’d like to emulate, actually there are none. I don’t believe in copying other people’s success, but rather creating my own. However, I think Best Radio FM 98.3 is doing a great job with their content.
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