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Tafadzwa Zimoyo Arts Reporter—
Popular local radio station Star FM has endeared itself to Zimbabwe as the station that takes radio to the people. The radio station boasts dynamic presenters, quality programming and a level platform for one ordinary Joe to become a star. All these and more can be attributed to its growing listenership as reflected by the recent Zimbabwe All Media Products Survey results. Star FM won the Best Electronic Media Superbrand award.

Some of the popular programmes include the “Breakfast Club”, “The Crossover” and the “326 Express”.

Much more than the programmes Star FM is people driven as seen by most of its outside programmes which are hosted under the banner “Taking radio to the people”. Unlike other urban radio stations, Star FM believes in getting up and close with their audiences be it in Murewa, Gokwe, Plumtree, Masvingo or Zvishavane. Star FM has its audiences covered.

So far one of these shows which has taken radio to dizzy heights is the “Chatsva nePacific”, whereby the station partners Pacific, the manufacturers of local cigarettes. The show pits sungura against Zimdancehall which are arguably two of the most popular music genres in the country.

Though the competition in itself is quite odd in the sense that sungura and Zimdancehall are completely two different genres whose origins and sound are worlds apart, somehow Pacific has pacified the two.

Besides partnering its advertisers and the corporate world, Star FM has to a larger extent hosted its own productions such as the “Big Hangout”, a DJ festival where business people and music fans come together to mix and mingle.

“The Big Hangout” was a major success and it is poised for growth in the coming year. The “Big Hangout” saw different club and radio DJs taking it to the decks and like always it was Star FM’s Otis Fraser whose flawless delivery tickled many music fans.

Other top club DJs who took part include Rax, Ray Dizz, Stavo, P Styles, Bhaffly and Mos Deezy to mention only a few. The recently held People’s Choice Awards also added a further to the growing status of the radio station.

It appears there is room for improvement in the future of the awards for as long as they remain an awards show and not so much like any other music show. In most cases Star FM’s programming is more engaging and involves greater participation of its listeners. “The Breeze” hosted by the delectable Tariro and Iyati plays host to engaging debates and discussion in which the listeners take part. The show also hosts various chat shows such as “On The Couch”, “Hangout” and “Front Page” to mention just a few.

Tilda Moyo’s Tuesday show interrogates the social aspects of ordinary Zimbabwe. The show tackles the very taboo issues of juju, goblins, cheaters and spiritual husbands and wives. It is one of the most anticipated shows on Star FM.

The sports team comprising Chief Kotie, Spencer Banda, Yvonne Mangunda and Howard Musonza constantly gives sports updates on the go.

Star FM has indeed been partnering a number of corporates including Coca Cola and NetOne as the official media partner during live matches.

Over and above, Star FM also boasts flexible programming whereby they bring in international guest DJs in the likes of Kelvin Sifelani and Denis Wilson who are legends in their own right to spice up the youthful line-up of presenters.

Statistics show that tables have been turned and now Star FM is on pole position. Only last year, Star FM was in third position behind Power FM in second and Radio Zimbabwe which was number one. Other radio stations which were competing in the survey include ZiFM, National FM, SFM and VOA. In 2014, Radio Zimbabwe with its diversified programming enjoyed 30 percent market share of listenership but in 2015 it slipped to 28 percent.

Also losing its steam was Power FM which in 2014 enjoyed a huge following garnering 31 percent of listenership but in 2015 it slumped to 27 percent. National FM had 11 percent in 2014 but again in 2015 its listenership dropped to just eight percent while SFM was also affected from seven percent in 2014 to five percent in 2015.

However, the same could not be said of VOA which at least gained by one percent from last year’s two percent to three percent listenership.

The latest results are crucial in shaping the way advertisers target their audiences especially with regards to three urban radio stations that include Star FM, Power FM and ZiFM.

These radio stations have been on each other and even the jingles suggest there is stiff competition among them. Power FM which has been enjoying a monopoly before the launch of the two commercial radio stations – Star FM and ZiFM – seems to suggest through its jingles that it still has the original template while others “copy and paste”. ZiFM retained the salvo by one of its jingles which seem to suggest that it is much more than Star FM and Power FM when it says “we’ve got the stars and we’ve got the power”.

But Star FM went outside the box and introduced what it now calls “taking radio to the people” whereby most of its programming is outside the confines of their 102 Simon Mazorodze broadcasting centre.

Indeed, there are more campaigns and promotions which are broadcast live on Star FM than any other stations. Added to this according to Zamps survey, Star FM has the most listened to programmes on the air than any other station to date. On the time listened to radio graph, it shows that between early morning shows which start at 5am to 8.30am, Star FM enjoys an average of six to seven percent listenership ahead of the other fiver radio stations.

In second place is Power FM followed by Radio Zimbabwe and then ZiFM which is constant at one percent. Interestingly, the programmes that air between 5am and 8.30am on Star FM it will be the “Breakfast Club” with Nikki Ndoro while at ZiFM the “Ignition” is anchored by Tinotenda Katsande aka TK, Mark Pozzo and Miss Red (Samantha Mussa). On Power FM the “Breakfast Show “is hosted by Dj L Roy and Rumbi Moyo.

The afternoon radio and the lunchtime shows are also quite interesting according to Zamps, the period starting at 1pm to 2.30pm all the three radio stations enjoy the same listenership.

Shingai Mokina of Star FM who hosts the “TXO” goes head-to-head with Power FM’s Witness Chuman Matema on the “Chu Freeway” show while Patience Musa who starts her “Xhale Block” show from 10am to 2pm will be holding it down for ZiFM.

Another slot which is of interest is the drive time radio show where most people will be driving home from work. The world over, drive time radio is jam-packed and busy as advertisers capture their audiences while trapped in traffic jams, road blocks and what have you.

During drive time, which is between 3pm and 6pm, Star FM leads with a cool six percent listenership. However, this is also the period during which Star FM goes all out with Kudzai Violet Gwara and Phathisani “Masugar” Sibanda on the “326 Express” while Tinashe Chikuse steps in for Power FM on the “Drive 263” show and then Kimble Rogers holds fort for ZiFM’s “The Rush”.

The quiete storm for all the three stations – Star FM, Power FM and ZiFM – is between 11.30pm and 3am. Perhaps all those who will be on night shift will be up and tuning in to the radio. Star FM’s “The Breakout”, an early morning show between 3am and 6am is a popular slot which enjoys massive listenership.

In fact, “The Breakout” is way higher than some of the daytime shows. The results indeed show that the station has taken over urban listenership and the broadcaster is determined to score higher marks and completely take over the airwaves.