The Sunday Mail
Dazzling like a diamond since inception, Star FM has not lost its lustre and its rays continue shining, reaching further and wider. The station, which is currently celebrating its second anniversary, was the first ever commercial radio station to operate in Zimbabwe, since 1980. And, the station has opened a new avenue as it strives to become the leading player in the industry. Star FM, through the help of Durban Tourism Authority, has bonded with a South African radio station, East Coast Radio.
The tie has seen employees from the fast-rising radio station travelling to Durban once every year to produce different programmes using the South African radio station’s bandwidth but producing under the Star FM’s trademark.
East Coast Radio, also known as ECR, is a KwaZulu-Natal commercial radio station with an audience estimated to be around two million. It is the second largest regional radio station in South Africa and broadcasts from Umhlanga.
ECR started as Radio Port Natal, broadcasting from the SABC studios in Old Fort Road, Durban, on May 1, 1967. Star FM general manager Admire Taderera said the exchange programme was now in its second year. He added that apart from creating new perspectives for the station, it also aimed at establishing fresh business opportunities Down South.
A number of Zimbabweans are based in South Africa while companies that operate in Mzansi have developed business synergies with locals that can further be developed through radio.
“The programme began last year and it is now in its second year. We are trying to find new horizons for ourselves. We came in, broke new ground and want to keep on setting trends. This exchange programme is done once a year over a phase stretching a week,” he said.
As a commercial radio, the station is always in pursuit of vibrant ideas that boost business and help generate revenue through increasing listenership and subsequently advertising.
Added Taderera: “As we broadcast, we generate revenue. There are groups in South Africa targeting Zimbabweans and these are the ones that we try to capture together with our nationals that reside on the other side of the Limpopo.”
The programmes, which are held over a one-week period, are a normal three-hour shift produced in identical Star FM style on the South African radio. Add to this, the Zimbabwe radio staffers also make use of their stations’ identity on the East Coast Radio. In short it will be Star FM broadcasting live on South African frequencies.
The phenomenon has been fascinating to the radio listeners as the week-long visit gives them an opportunity to sample what the Star FM team is capable of outside familiar territory. One of the station’s Drive Time hosts, Otis “Da Flow” Fraser, has cut a niche for himself in that part of Mzansi.
The ECR listeners seem to fail to have enough of the DJ and he is one of the most popular.
“We send a normal shift team comprising of DJs, an engineer, producer and presenters. It should be noted though that they do not present for the whole day. They only get on air for a slated three-hour shift on a day for the duration they are in South Africa,” explained Taderera.
He further added that Star FM was grateful to the KwaZulu-Natal tourism officials for making this awe-inspiring arrangement possible.
“The deal was made possible by the Durban Tourism Authority. We hope the ongoing programme grows from strength to strength with each passing year.
“We have since proven ourselves on the local terrain and such initiatives always keep us on our toes. This is a way of showing our abilities to our local listeners as well as those in the Diaspora. Nothing is impossible,” said the Star FM general manager.
Taderera, however, quickly pointed out that they were not looking at further expanding their terrain across the region. He said, their focus for now was on East Coast Radio.
Birthed two years ago on June 25, the star’s brightness has not dimmed. Supported by a vibrant team made up of capable and enthusiastic individuals, the radio station is thriving. It has grown bigger and keeps getting better.
Since its introduction, the station has brought fresh ideas and new dimensions in the broadcasting arena, with programmes such as Live Band Sessions held on the Breakfast Club, the All-Star Party and Club 89.7 that invites popular club wheel spinners to do live mixing in the studio.
The station recently embarked on a massive roll-out plan, which has seen it add more than five transmitter sites in Mutare, Masvingo, Beitbridge, Gweru, Victoria Falls and Mutorashanga.
