FM stations heat up competition in Cross River
Another radio station, Sparkling FM 92.3, has formally been launched in Calabar, the Cross River State capital, heating up the media space in the state.
Sparkling FM is the third privately owned radio station situated in the state capital. Others are Hit FM, FAD FM. These two came in about two years and six months ago respectively. There is, of course, the state-owned Cross River Broadcasting Corporation and Canaan FM by the Federal Radio Corporation of Nigeria (FRCN).
There are also other radio stations which are bombarding the state airwaves from nearby Akwa Ibom State making the market very competitive.
Before the official commissioning, the station was reeling out assorted uninterrupted music to gain the attention of listeners.
Owned by Onorowanza Communications Ltd, Sparkling FM, according to its Managing Director, Mr Enimini Idiongete, has only now blossomed at the fullness of time.
He said they took time before they finally announce their entrance into the competitive media market to dominate the airwaves for greater and positive impact, without losing sight of the commercial aspect.
However, the coming on air of Sparkling FM has hyped competition among radio stations in the state. Older stations, Hit FM owned by a former key aide to former Governor Liyel Imoke, Mr Patrick Ugbe, and FAD FM owned by some stakeholders had “commandeered” the listening crowd in Calabar and environs.
Hit FM has another phone-in morning programme where government officials and sport personalities feature. Ugbe said this was the deliberate mission and vision of the radio station. These personalities are confronted with issues of the day, making listeners want to tune in to get explanations.
On the other hand, FAD has a very popular Efik language phone-in programme on Sundays from 6pm to 8pm where they discuss array of social issues. This programme is the talk-of-the-town and has a very large followership.
Even at that, Governor Ben Ayade represented by Commissioner for Information and Orientation, Mrs Rosemary Archibong at the launching said the Radio and TV arms of the state-owned Cross River Broadcasting Corporation are heads and shoulders higher than the privately-owned stations.
The younger brother of President Omar Bongo of Gabon, Mr Lanry Bongo and his wife graced the commissioning.