How he birthed Star FM

Chronicle (Zimbabwe) - - Worldwide/supplement - Vi­vian M Mu­garisi

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.”

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