KOTA KINABALU: The Jelajah Info Busking Pentarama X Info On Wheel (IOW) program serves as a strategic platform for the government to deliver current policies and initiatives in a casual and approachable manner to the public.
Sabah’s Director of Information, Jainisah Mohd Noor, explained that the entertaining informational approach is an initiative by the Department of Information Malaysia (JaPen) to engage with the community, especially in public areas on weekends.
“Pentarama combines elements of singing, dancing, and stage drama performances, enables information and government policies to be delivered in a relaxed atmosphere, thus making it easier for the public to understand, accept, and appreciate the messages,” she said at the program held at the Api-Api Night Market, Lintasan Deasoka, recently.
Jainisah further noted that the program provides an opportunity for the public to interact directly with government agencies and local leaders, as well as to gain clarification on current issues and government initiatives.
“Through a strategic collaboration with the Kota Kinabalu City Hall (DBKK) and Tourism Malaysia, this program not only serves as a platform to disseminate information but also acts as a medium to receive direct feedback from the local community in a harmonious and open manner,” she explained.
She also mentioned that the program is a small-scale initiative planned to take place at 10 selected locations across Sabah this year, with the Api-Api Night Market being the first location. The goal is to engage with local communities and instill a sense of unity, patriotism, and love for the country among the people of different ethnicities.
Meanwhile, DBKK Deputy Director, Faradillah Abdul Rani, stated that the direct interaction-based concept of the program is seen as more effective because it allows information to be conveyed to the public in a friendly and relaxed setting.
“This face-to-face approach has a greater impact because people are more likely to accept information when we interact with them directly. It also helps make the city more vibrant and diverse,” he said.
He added that DBKK also used the platform to promote public awareness campaigns, including the city cleanliness campaign and the Plastic Bag Reduction Campaign, which are more effective when delivered in person rather than through conventional methods.
Additionally, Tourism Malaysia Sabah Director, Haryanty Abu Bakar, described the collaboration between Tourism Malaysia, JaPen, and DBKK as an effective platform for promoting the Visit Malaysia Year 2026 campaign to both local and international visitors.
“Infotainment platforms like this not only share information related to tourism but also act as a channel to communicate government information that benefits the people, especially in Sabah,” she said.
She also hoped that similar programs could be expanded to other districts, including Sandakan and Tawau, particularly in tourist hotspots, to ensure that government information reaches more communities.
The program received positive feedback from visitors. One of the attendees, Aslie Mohd Idzman, 46, from Tuaran, praised the entertaining approach to information delivery, which made it easier for the public to absorb the messages.
“The concept is interesting because it combines entertainment and information, which helps the public, including children and families, understand the information in a more relaxed manner,” he said.
The program, which ran from 8.30 PM to 10.30 PM on Saturday, featured various activities, including the ‘Dengar Dulu’ segment with DBKK and Tourism Malaysia Sabah, the distribution of brochures, an interactive quiz session with visitors by Tourism Malaysia, and a performance with special appearance by Baginda Busker.
