Fresh air for digital kids

Published on July 9, 2007

Launched just three months ago, the digital station True Music Radio 93.5 FM is now aiming to give today's connected generation an eight-hour break from computers with its first live project.

"Ultimate Fiesta", which takes place on Saturday at Royal City Avenue, offers a range of activities from music to movies and aims to explain the radio station's image in a meaningful way.

"It will feel just like a festival," says Vinij Lertratanachai, the radio station's CEO.

More than 80 artists from different labels will be providing music from noon to 8pm and indie films will be screened inside a trailer. Models will showcase the latest in extreme sports fashion along with BMX bicycles, while the adventurous can enjoy enthusiastic games like the BB Gun. There'll also be an animal exhibition, a dessert-making demonstration and car-boot sales.

The bands will be spread out on six stages at several pubs, including Slim, Route 66, Molly and Re-Feel, while the main stage will be set up in front of Astra.

Among those performing are Flure, Scrubb, Tor+ Saksit Vejsupaporn, JKI, Moon, Bossa Blossom 2, Cells, Mali, Blackhead, Instinct, Lao Lom, Com'on Sence, Tack, Payu, I'm Fine, Area 51, Jida, Bebe, Ko 2K, Sugar & Spice, Sqweez Animal, Monotone, Pete Peacemaker, Emotion Town, Jet Set'er, She's Tar, Saliva Bastards, Cookie United & Werk Shop, Skykick Ranger and Mint.

The highlight, however, will be a set performed by Korean boy band, Super Juniors, who will later meet and greet their fans.

"There'll be plenty of fun," says Vinij. "Our aim to break all barriers and push things to the extreme to go with our 'Interactive Lifestyle Radio' slogan - new thoughts, new technology and new trends."

The road will be blocked to cars up until the Old Leng Pub and Restaurant and admission to the event is free. For tickets to the shows in pubs, send an SMS to 8787 with the letters UF keyed in. Festival goers must show their tickets at the entrance where they will be given tags allowing access to the pubs. Just 5,000 tags are available.

"This activity is for our exclusive fans," he says, adding that the budget is about Bt5 million.

"In fact, 'Ultimate Fiesta' is just the first in a series of planned projects, which include shows by local and international artists, the Academy Fantasy 4 reality show that can also be heard on radio and another major event planned for the end of this year."

An interactive lifestyle radio, he explains, allows consumers to listen to music, watch its programmes through True Music, download their favourite programmes or ones they've missed as well as chat with other fans.

"Today's generation isn't interested in just listening to the radio. They prefer being on the Internet," says the veteran radio mogul.

"The young generation these days don't wait for a DJ to give them information about a new album, they look it up on the Internet. However, they don't retain much information either, because everything is at their fingertips."

Has the digital age affected people's interest in music?

"It's a lot lower than it used to be, yes," says Vinij. "But, we're trying to build up appreciation through our station."

Kitchana Lersakvanitchakul

The Nation