KOTA KINABALU: Astro Radio Malaysia’s No.1 radio operator to set a new record in the Malaysian Book of Records by conquering Mount Kinabalu through live radio broadcasting. Together with Fresh & White, ERA fm will broadcast live atop Mount Kinabalu on December 11.
This is the first time ERA fm will broadcast outside of a studio or an event environment, and continuously for 14 hours non-stop as they are ascending the mountain, culminating in the record breaking broadcast from the summit.
This broadcast will have the distinction of being the first highest and furthest broadcast in Malaysia. This climb is taking place in conjunction with the International Mountain Day.
“We are happy to work with Fresh & White to conquer mount Kinabalu. With our efforts we hope we can convey messages to the public the importance of International Mountain Day, because this is an opportunity to create awareness about the importance of mountains to life, to highlight the opportunities and constraints in mountain development and to build partnerships that will bring positive change to the world’s mountains and highlands,” said Syazlee Zalsyam Zakaria (Uno), Operation Manager of Astro Radio Sabah.
The expedition will begin on December 10 where announcers and crew will embark on their journey to the mountain top. They will also be accompanied by the official Fresh & White mascot, the Polar Bear. It is scheduled to end on December 12.
Mandy Tan, Senior Brand Manager from Southern Lion Corp Malaysia said, “Fresh & White is a well-known toothpaste brand in Malaysian household that is supported by Lion Japan, the oral care specialist since 1891. Fresh & White is now ready to take up the tough challenge, together with the announcers from Astro Radio, Fresh & White mascot and our team to join the expedition and to achieve this mission! This will be a new milestone with ERA fm. Fresh & White, ready for challenge, Stronger, Fresher, Cooler!”
The broadcast will be aired across Peninsular and East Malaysia from 6am to 8pm on December 1 with the ‘JoHaRA Pagi ERA’ breakfast show, followed by ‘Pilihan Hit ERA’, Hit LIVE ERA’ and ‘Petang ERA’.
The announcers that will be part of the expedition are Haniff, Ray (JoHaRa Pagi ERA), Beebey, Ily and Christ (ERA fm Sabah) and the Astro Radio team, Chopie (ERA fm Sarawak), Jym and Gin (MY FM), Arnold and Rica (hitz fm).