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KUALA LUMPUR - Social media conversations around Malaysian radio station Era FM have dipped to 3.2% positive and 71.6% negative, according to media intelligence firm CARMA after its DJs were seen mocking a Hindu dance in a video.
This comes after the Malaysian Communications Minister, Fahmi Fadzil, called for an immediate investigation into Era FM after a video went viral showing its DJs mocking the sacred Hindu "kavadi" dance. The video, shared on the station's social media on 4 March, featured the DJs chanting "vel vel" while imitating the dance, which sparked outrage among viewers.
In response to numerous complaints, the Minister reportedly directed the Malaysian Communications and Multimedia Commission (MCMC) to look into the incident, according to The Star.
As part of the investigation, the management of Astro and Era FM will be summoned to provide explanations regarding the content of the video. Fahmi reportedly emphasized that this inquiry aims to ensure compliance with existing regulations and to determine appropriate actions based on the findings.
The backlash from the public included severe criticism from various figures such as Malaysian Indian Congress deputy president M. Saravanan and National Unity Minister Aaron Ago Dagang, who deemed the DJs' behavior as disrespectful to the Hindu community.
According to CARMA, the general public and public figures have taken to social media to express their outrage and condemned the actions of Era FM staff, calling it disrespectful and offensive. Many have asked for an apology.
Era FM has since issued a public apology through a video featuring the involved DJs, who expressed their regret and clarified that there was no intention to offend anyone. They acknowledged the mistake and committed to being more mindful in the future.
According to comms professionals PRovoke Media spoke to, such as Stefanie Braukmann, general manager of SPRG Malaysia, the incident highlights a clear lapse in internal quality control when it comes to content creation and approval.
"DJs are not just entertainers; they are public figures and the voices of the station, carrying significant influence," she said.
Braukmann added that in a multicultural and multi-religious society such as Malaysia, DJs must be better coached and prepared to act with integrity and sensitivity.
"This is especially crucial given the heightened awareness around religious and racial sensitivities, with multiple recent incidents leading to public outrage, legal action, and reputational damage for individuals and businesses," she said.
She added that it is true that Era FM acted swiftly by issuing a public apology, which was the right first step. "The apology was direct and acknowledged the mistake, which is crucial in crisis management. However, to fully address the backlash and rebuild trust, they need to go beyond just apologising. The next step should involve clear, proactive measures to ensure such incidents do not happen again," she said.
Braukmann explained that to rebuild trust and credibility, Era FM should take concrete actions that reinforce their commitment to inclusivity and respect for all cultures and religions. These could include things like mandatory cultural sensitivity training for all on-air personalities and content teams or by conducting an internal review to strengthen content oversight.
"Taking these steps will help Era FM demonstrate that they are not just reacting to the backlash but actively working towards long-term improvement in cultural awareness and responsibility," she said.
Adding to her point, Syed Mohammed Idid, general manager of strategic communications and stakeholder engagement at West Coast Highway explained that right now, its not about the apology being accepted and appropriate. Rather, it's about the DJS showing how sincere they are and that they are remorseful.
He added that he doubts the Era FM brand will be affected in the long run as people have short memories but that it is important that it does something tangible like a CSR push to show that it is sincere.
This comes after the Malaysian Communications Minister, Fahmi Fadzil, called for an immediate investigation into Era FM after a video went viral showing its DJs mocking the sacred Hindu "kavadi" dance. The video, shared on the station's social media on 4 March, featured the DJs chanting "vel vel" while imitating the dance, which sparked outrage among viewers.
In response to numerous complaints, the Minister reportedly directed the Malaysian Communications and Multimedia Commission (MCMC) to look into the incident, according to The Star.
As part of the investigation, the management of Astro and Era FM will be summoned to provide explanations regarding the content of the video. Fahmi reportedly emphasized that this inquiry aims to ensure compliance with existing regulations and to determine appropriate actions based on the findings.
The backlash from the public included severe criticism from various figures such as Malaysian Indian Congress deputy president M. Saravanan and National Unity Minister Aaron Ago Dagang, who deemed the DJs' behavior as disrespectful to the Hindu community.
According to CARMA, the general public and public figures have taken to social media to express their outrage and condemned the actions of Era FM staff, calling it disrespectful and offensive. Many have asked for an apology.
Era FM has since issued a public apology through a video featuring the involved DJs, who expressed their regret and clarified that there was no intention to offend anyone. They acknowledged the mistake and committed to being more mindful in the future.
According to comms professionals PRovoke Media spoke to, such as Stefanie Braukmann, general manager of SPRG Malaysia, the incident highlights a clear lapse in internal quality control when it comes to content creation and approval.
"DJs are not just entertainers; they are public figures and the voices of the station, carrying significant influence," she said.
Braukmann added that in a multicultural and multi-religious society such as Malaysia, DJs must be better coached and prepared to act with integrity and sensitivity.
"This is especially crucial given the heightened awareness around religious and racial sensitivities, with multiple recent incidents leading to public outrage, legal action, and reputational damage for individuals and businesses," she said.
She added that it is true that Era FM acted swiftly by issuing a public apology, which was the right first step. "The apology was direct and acknowledged the mistake, which is crucial in crisis management. However, to fully address the backlash and rebuild trust, they need to go beyond just apologising. The next step should involve clear, proactive measures to ensure such incidents do not happen again," she said.
Braukmann explained that to rebuild trust and credibility, Era FM should take concrete actions that reinforce their commitment to inclusivity and respect for all cultures and religions. These could include things like mandatory cultural sensitivity training for all on-air personalities and content teams or by conducting an internal review to strengthen content oversight.
"Taking these steps will help Era FM demonstrate that they are not just reacting to the backlash but actively working towards long-term improvement in cultural awareness and responsibility," she said.
Adding to her point, Syed Mohammed Idid, general manager of strategic communications and stakeholder engagement at West Coast Highway explained that right now, its not about the apology being accepted and appropriate. Rather, it's about the DJS showing how sincere they are and that they are remorseful.
He added that he doubts the Era FM brand will be affected in the long run as people have short memories but that it is important that it does something tangible like a CSR push to show that it is sincere.
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