Talk radio station hopes to muscle in on Gauteng waves
THE Gauteng radio market is set for a shake-up, as a new Englishmedium, talk-based commercial radio station, Power FM, is getting ready to go on air. In the process it is looking to recruit 100 people ahead of its launch later this year.
Power FM will be looking to attract black urban listeners in the 25 to 49-year-old age group.
Building a listenership will be crucial to attracting advertising revenue. According to the PwC South African Entertainment and Media Outlook: 2010-14, radio advertising is expected to top R3.6bn next year.
The report expects radio advertising to accelerate with an 11.1% increase this year and 12.1% next year.
Power FM was awarded the last available FM radio frequency licence by the regulator, the Independent Communications Authority of SA (Icasa), in 2011.
Power FM was one of three licences granted countrywide.
It is owned by MSG Afrika Investment Holdings, led by Given Mkhari, with shareholders including Ndalo Media, led by Khanyi Dhlomo, and Zico, led by Sandile Zungu.
The consortium also owns Limpopo-based Capricorn FM, which went on air in November 2007. It now has a listenership of more than 1.5-million and is the only commercial radio station in that province.
Chairman of Power FM Mr Mkhari is positive that the station will succeed in a market dominated by Talk Radio 702 and Kaya FM.
“We are very confident. All the strategic elements of the radio station’s programming will be revealed in a few weeks closer to the launch,” he said yesterday.
Mr Mkhari confirmed the recruitment drive for personnel but would not give the names of some of the big industry players poached by the station.
Former 702 talk show host Eusebius McKaiser, who quit the station about two weeks ago, is said to be joining Power FM.
Talk Radio 702 and other media houses are said to be losing staff to the fledgling station.
“Power FM will communicate our personalities as per our rollout plan.
“These individuals were selected specifically for their ability to confidently and sensitively handle and manage all the issues that interest and concern our audience, without fear or favour,” Mr Mkhari said.
The expected launch of the station comes after its peer in Cape Town, Smile FM, was launched last month.
The other licence was issued to Durban-based One Gospel, which is led by Reverend Abe Sibiya, who also heads the One Gospel satellite television station.