The Sunday News
ZIMBABWE’S first commercial radio station, Star FM, turns two this Wednesday and will extend its celebrations to Bulawayo where it will meet its listeners on a date to be announced.
Avid listeners of the vibrant radio station would agree that from its inception, it has breathed new life into broadcasting services in the country.
Born on 25 June 2012, Star FM’s crop of energetic presenters, thought-provoking programmes, mind soothing and energy-pumping music and its news broadcasts are a force to reckon with.
Reflecting on their journey for the past two years, Star FM general manager Admire Taderera exudes confidence when he speaks of the station.
“The journey has been like a roller coaster ride. What comes with being the first private commercial radio station on air is quite a challenge. For 32 years, people did not know any other radio station besides Power FM, Radio Zimbabwe and SFM so we were a new lot going through uncharted waters. We were starting from scratch and had to make sure we meet the expectations of our audiences. I am glad about who we have become,” said Taderera.
He said he was proud about the crop of presenters under the wing of his station.
He took note of the older presenters, who were not new in the game and said they had enhanced the good image and reputation of the radio station.
“The team Star FM is a very good team and it is them who have made the station what it is today. This team has managed to steer the ship and we are sailing well. We have a team of very young presenters, some of whom came straight from university and had not presented on radio before. I am glad they managed to work hard in building Star FM. The presenters are those that audiences love listening to apart from the music and I am glad they have managed to meet the expectations of our listeners. Some of our presenters have become household names and that also contributes to our success as a team. The seniors such as Tich Mataz, Leander Kandiero and Mbofana just to mention a few, also assisted Star FM in maintaining its great status,” he said.
Taderera extended his gratitude to the audience and advertisers and explained how these have been the lifeblood and oxygen of the radio station.
“Advertisers have kept us alive. That is where we have acquired much of our revenue and their contribution to our growth can never be over-emphasised. Most importantly is the audience. We are nothing without listeners and gratitude also goes to them. Audiences can never be taken for granted,” he said.
Asked how the radio station has strived to be unique from the rest, he said Star FM was the first Zimbabwean commercial radio station to be accessed even beyond the country’s borders. He also mentioned that the radio station owns two machines which enabled it to broadcast live events from anywhere in the world.
“We are the first Zimbabwean commercial radio station to operate from another country. We sent a team to South Africa and they stationed a radio station there which we called East Coast. The team broadcast various programmes from South Africa on East Coast and this station became prominent in Durban. Star FM has revolutionalised broadcasting and the two machines have managed to uplift the quality of broadcast for Star FM.”
Taderera acknowledged that there were competitors such as ZiFM, Power FM and SFM and to counter that competition they made use of a programme called Three to Six Express and The Breeze to be as different from their rivals as possible.
“There is great competition and I appreciate it. We do not focus on trying to beat others in the game but always strive to be unique. For example we have an afternoon programme called Three to Six Express that is loved by people very much. This programme acknowledges people travelling in kombis. No one has ever acknowledged people in kombis. We also have a show where presenters call anyone from around Zimbabwe and do a prank on them live on radio. The prank show is called Wabahwa, it is really fun,” he said.
“Star FM has programmes that talk about real life issues that affect people, programmes that help in the development of our country and I am grateful that this is playing a role in nation building.”
He, however, said as a growing radio station, they were still facing challenges as there is a need for more transmitters to expand their footprint and broadcasting horizon.
“At present, Star FM occupies 80 percent of Zimbabwe and some areas cannot access Star FM so if we have more transmitters then we will be able to cover the whole of Zimbabwe. However, I am sure by the end of this year our mission would be accomplished,” said Taderera.
Star FM birthday celebrations will be held in Harare on 27 June. The radio station is owned by Zimpapers, the country’s largest publishing company.
