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Ngoni Dapira
NEW kid on the block, Diamond FM has already generated a lot of excitement from the local business community.
From mainstream business to Small to Medium Enterprises and informal traders, the new baby in Zimpapers’ growing media empire has been overwhelmingly received.
Since its first broadcast on November 1, 2015, Diamond FM has already created great anticipation in the city on its potential business prospects as a community radio.
Nandos’ Mutare manager, Godwin Kushamba, said Diamond FM will help boost promotions to their immediate Mutare market.
“In the past we used national broadcasters for promotional adverts, but as Nandos Mutare, Diamond FM will enable us to have tailor made promotions that will appeal to our immediate market, which is the Mutare community. It is a project that we are definitely excited about to help boost our business,” said Kushamba.
Confederation of Zimbabwe Industries Manicaland chairperson, Richard Chiwandire, applauded Zimpapers. He said a radio station was the missing link in the province to boost developmental concerns.
Chiwandire who has been a guest several times on the Business Zone show, which runs every Wednesday from 7PM-8PM, said radio had more mass outreach as a cheaper and more accessible medium compared to internet and newspapers.
“As CZI, we welcome the new baby in the Zimpapers stable as a project that we really needed in the province. Radio has more outreach and as CZI we have been receiving a lot of feedback after appearing on the Business Zone show talking about provincial business concerns. Almost every household or individuals have access to radio. It can be on a mobile phone or fixed radio transmitter, so the outreach of radio is far greater,” said the Manicaland CZI boss.
Several businesses in Mutare like Spar, Choppies and OK have already embraced the new radio station and look forward to using the medium.
Even in the informal sector the station received a massive welcome in March when it broadcast live at Murahwa Green Market on the “Radio without boundaries” programme.
Several SMEs and informal traders swarmed the platform to market their wares and businesses.
The likes of Kingdom Engineering, TM Steel, Tinweb Timber and Chaka Welding to mention a few all paid to advertise and up to this present day they are still interested in making use of the radio station to market their businesses.
Manicaland also known for its prolific tourism attractions, mostly in the Eastern Highlands, has a lot to offer in terms of holiday resorts and tourist attractions. Hoteliers have since taken up the radio platform to market their services.
The likes of Amber Hotel (former Holiday Inn) and Golden Peacock have already made use of the tourism show, Destinations, which is on air every Wednesday from 9-10pm, chatting on tourism matters in the province.
Even non-profit making organisations like the Transparency International Zimbabwe Manicaland Chapter, has since started radio campaigns through Diamond FM.
In April, TIZ had an Outside Broadcast programme on anti-corruption campaigns with vendors at Sakubva Flea Market. “This is a progressive project that we are excited about as TIZ as we deal with communities. Diamond FM has proved to have great outreach. We have been receiving great feedback from the Outside Broadcast we did in April,” said TIZ Manicaland advocacy officer, Chad Nyamanhindi.
Even the Zimbabwe Republic Police in the province is enjoying the broad audience the station has to offer, making use of the Police in Manicaland show every Tuesday from 7PM-8PM.
The show has been helping the police on its awareness campaigns. The show also discusses topical cases that would have occurred in the province.
Some businesses, however, called for more encouraging rates on advertising.
They said the advertising rates for Diamond FM as a community station should be less compared to national broadcasters to encourage local advertisers to continue supporting the station.
Online Reporter