How he birthed Star FM
Mr Pikirayi Deketeke explains how an idea to birth the country’s leading radio station Star FM started and how the Group aims to reach new heights on a global scale through diversification.
“Because of the exposure that I had at Broadcasting Authority of Zimbabwe (BAZ), I was alive to the need to liberalise the airwaves.
“I was also alive to the opportunities that were available in that industry after we embarked on an exercise where we toured the region and had an opportunity to see what was happening throughout the world in terms of media houses diversifying into different areas,” explained Mr Deketeke.
He said the subsequent liberalisation and the opening of the airwaves and the changes in the broadcasting services act to allow cross ownership of newspapers and broadcasting stations meant there was an opportunity to play in that space.
“I offered to step down from BAZ so that Zimpapers could participate in the offer for licences for radio, because we had seen opportunities in going into radio.
“Most importantly; we understood audiences and we understood content. We believed that the time to package and provide our content through the airwaves had arrived.” And as they say the rest is history. In 2012, Star FM was born. Opportunities were created. New stars were created.
Star FM’s General Manager Comfort Mbofana said they would work hard to ensure that the vision of the CEO grew by making Star FM a force to reckon with across the region in the next five years through the use of technology.
“I think we have proved that it is possible to take over Zimbabwe with our 50 percent market share according to the latest ZAMPS results, so we would want to start actively going into the African region which is a big market that’s waiting to be taken.”