Media Division, Ministry of Information and The Arts,

1. I am very happy to be here this evening with you to launch Suria, the new dedicated Malay channel.
2. But first, if it is not too late, let me wish all Malay Singaporeans Selamat Hari Raya.
3. Over the years, we have steadily increased the number of Malay language programmes on television, and significantly improved their quality. Back in 1963, there were only two television channels televising programmes in English, Chinese, Malay and Tamil.
4. When the former Singapore Broadcasting Corporation was corporatised in 1994, English and Mandarin programmes were streamlined into two separate channels: TCS 5 and TCS 8. But Malay and Indian programmes were still broadcast over one shared channel: Prime 12.
5. Today, STV 12 will separate Malay programmes from Prime 12, and launch Suria, a new channel dedicated to Malay programmes.
6. I am confident Suria, in keeping with its name, will open a new era in television in Singapore, and present worthwhile programmes for the Malay community.
7. This is an important step to service Malay viewers in Singapore. With cable TV and many more foreign channels, Malay viewers have much wider choices. In the early nineties, for example, we could receive four free to air Malaysian and Indonesian channels in Malay. Today, Singaporeans can receive up to seven such channels.
8. Furthermore now that many Malays are proficient in English, their choice is not restricted to Malay language programmes. They can also watch the whole range of English programmes available on cable, like ESPN, Discovery, HBO, or CNN, or surf the internet for information and entertainment.
9. The greater choice makes it more important to upgrade our own Malay language broadcasts. Provided we can maintain and raise the quality of locally produced programmes, Singaporeans will want to watch them, because they reflect Singapore society and our way of life. Unlike foreign programmes in English, bahasa Indonesia or Malay, local programmes report on Singapore news, and portray characters and situations they can intimately relate to and identify with.
10. This is not only a matter of meeting market demand, but also of forming a national outlook and identity. As a broadcaster, STV 12 shapes the perceptions and views of viewers. It helps to equip them with the attitudes, values and instincts that make them culturally-vibrant and proud citizens of Singapore.
11. Suria will do this, at the same time as it reflects the viewpoints and concerns of the Malay community. Like other communities, the Malay community is an integral part of Singapore, and wants to contribute its part to the national debate.
12. STV 12’s programming approach and content must therefore remain relevant to and in touch with the tastes and interests of Malay viewers. Otherwise viewership would suffer, and we would lose a key channel for communicating with Malay Singaporeans, keeping them informed of the challenges facing us, and strengthening their Singaporean identity.
13. Thus far, STV 12 has had some success in reaching out to Malay viewers. Between 1995 and 1998, Prime 12’s share of Singapore Malay viewers increased from 15% to 23%. And although Singapore Malays generally watch TCS 5 in the early evening and switch to RTM1 at 7 pm when its Malay drama is shown, they tune into Prime 12 at 8 pm when Malay programmes start and stay with the channel until the end of transmission.
14. This does not mean that the road ahead will be easy. With the launch of Suria, transmission hours of Malay programmes will increase from 36 to 53 hours per week. It will be a big challenge for STV 12 to produce and broadcast quality programmes to meaningfully fill the extended hours, and sustain interest and viewership among the Malay community. I hope Malay viewers will give Suria their full support, so that the Suria team will be encouraged and inspired to produce quality programmes.
15. May I end with a Malay pantun, appropriate to this occasion:

Bukit Caldecott tempat bertumpu

Menari, menyanyi irama dan lagu

Sinaran Suria di abad dua puluh satu

Membawa wawasan Melayu baru

 

16. It is now my great pleasure to launch Suria.