The station's owner, Radio Wanita, has hired celebrity announcers, such as former newsreader Ras Adiba Radzi and singer Anna Ayuda, who will host talkshows and music for women aged 25 and up.
"Radio Wanita spent a lot of time researching female radio listeners to find out what they want to hear," said executive chairman Zulkifli Amin.
WFM will officially launch in April, with programming in Bahasa Malaysia and English. Broadcasts will be initially confined to the Klang Valley, but Wanita is aiming for a nationwide rollout.
The station fills a strategic void for marketers, media specialist MEC said: "A reach of 1.2 million weekly women listeners won't be far-fetched."
