ZIMPAPERS, which owns Star FM, will open a local commercial radio station in Mutare within the next 10 months if its licence application with the Broadcasting Authority of Zimbabwe succeeds.Addressing BAZ commissioners during a licence application public inquiry at a hotel in the eastern border city yesterday, the company’s marketing director, Mr Tapiwa Mandimutsira, said the group was now well positioned to open a local commercial radio station — Diamond FM.
He said the company opted to open a radio station in the city because of a 121-year-old rich history it had with the community since the publication of its weekly newspaper The Manica Post in 1893.
“Zimpapers has been present in Mutare since December 13, 1893. The radio station we are applying to operate will provide several benefits to the city. Diamond FM will promote socio-economic growth in Mutare through broadcasting content that fosters investment as well as promoting the cultural values of the people.
“To the business community the station will act as a bridge between them and the country as well as the world. This will be attained through live streaming, which will enable everyone from any part of the world with Internet connectivity to listen to Diamond FM and therefore expose Mutare to the global village for investment purposes.”
He said Mutare was a sleeping giant, which needed re-awakening and thus if granted the license, Diamond FM would aid community development by promoting the sustainable exploitation of natural resources inherent in the city and surrounding areas.
He rolled out the station’s proposed programming content, which he said would mirror the wishes and aspirations of the people in Mutare.
“Programming will be generated from within the social structures in constant consultation with local traditional, social, business and community leaders. Presenters, producers and other staff will be recruited from Manicaland to promote local talent and create employment.
“Content will be developed by immersing the station with the local life of Manicaland and leverage on The Manica Post. Immersing the station means the station has to closely identify with the aspirations, the objectives, the growth and the life of Mutare people.
“Diamond FM will engage one of the producers to double-up as a cultural consultant so that cultural sensitivities are never neglected and are promoted. The editorial content will also be guided and aligned with the greater Zimpapers editorial and programming content.
“As part of the largest media group in the country content from across the country and indeed across the world will be available to Diamond FM listeners and more, importantly Mutare will be available to the world,” said Mr Mandimutsira.
Zimpapers Chief Executive, Mr Justin Mutasa, said the station would be unique for it would work towards cementing the values of the family unit.
He said the cultural value system started at family level and thus it was important that the radio station promoted the cohesion of families.
BAZ chairman Dr Tafataona Mahoso questioned whether the proposed radio station would provide choice rather than producing content that was identical to current global trends.
He talked of the notion of cultural death whereby audiences were being subjected to the same alien cultural traits with total disregard for local content.
Zimpapers Chief Operating Officer Mr Pikirai Deketeke, who is also the Group Editor-In-Chief, said Diamond FM would focus on promoting local culture.
He said local culture would be packaged in a way that would make it attractive and therefore make the business venture profitable.
Members of the public also questioned the Zimpapers delegation on how the radio station would improve their lives.