Power FM, Gauteng’s latest radio station, went live on Tuesday 18 June and was officially launched by Premier Nomvula Mokonyane. The talk-radio station broadcasts from Houghton in Johannesburg.
The English-based commercial radio station’s flagship breakfast show was hosted for the first time by award-winning business journalist Siki Mgabadeli, radio veteran Lawrence Tlhabane (formerly Dube) and news anchor Andrea van Wyk.
Mokonyane said at the event: “The launch of Power FM is an achievement for freedom of speech‚ black economic empowerment and the advancement of Gauteng as South Africa’s economic powerhouse as this will be a platform for meaningful engagement around solutions of making the province and South Africa what we all want it to be.’
Power FM’s aim is to attract urban listeners between the ages of 25 and 49. The station received the last available FM radio frequency licence from the Independent Communications Authority of South Africa in 2011.
MSG Afrika Investment Holdings‚ led by Given Mkhari‚ own Power FM with shareholders including Ndalo Media‚ led by Khanyi Dhlomo‚ and Zico‚ led by Sandile Zungu.
Limpopo-based Capricorn FM, which went on air in November 2007, is also owned by the consortium. As the only commercial radio station in that province, it now has a listenership of more than 1.5 million.
According to Mkhari the launch of Power FM was the culmination of five years of hard work.
“The first broadcast was everything we had planned and hoped it would be – fresh, entertaining‚ informative and thought-provoking. We are also truly encouraged and humbled by the messages of support we received from our listeners so far‚ who clearly seem to share in our vision to deliver the best radio experience and effect change‚” Mkhari commented.
The PwC South African Entertainment and Media Outlook 2010 – 2014 state that radio advertising is expected to top R3.6bn in 2014. The report expects radio advertising growth to increase‚ with an 11.1% acceleration in 2013 and 12.1% in 2014.