SINGAPORE – From September, Lush 99.5FM will be taken off the airwaves, Mediacorp said in a statement on Monday (July 17), as part of a “rationalisation of its network of radio stations”.
The station’s listernership has been steadily declining over the years to some 50,000 weekly at present. “The needs of Lush listeners are increasingly being served online and on alternative platforms,” said Mediacorp.
Despite efforts to improve listenership, Lush continues to consistently garner the lowest audience among Mediacorp’s radio stations, the company added.
As such, the company has decided to focus on growing overall listenership by consolidating its resources and efforts on its five other English stations while incorporating key elements of Lush’s unique brand of entertainment in the mix of content featured on those stations.
New programming plans and a renewed lineup will be announced later this year, said Mediacorp.
Launched in 2004, Lush 99.5fm has been positioned as an indie music station, with a focus on supporting the local arts and music scenes.
Meanwhile, Mediacorp said the new Singapore Sounds initiative which will be launched on 987 will prominently feature home-grown artistes and mainstream local music and 938LIVE will feature independent artist. The initiative also aims to connect industry players and encourage them to organise events that interest and resonate with local audiences.
“Mediacorp is grateful to all listeners who have supported Lush 99.5FM through the years,” said the company.