Radio station for Mutare on cards

Abel Zhakata Senior Reporter
MUTARE residents want a commercial radio station that props the identity of local cultures as well as aid socio-economic development through promoting the sustainable exploitation of natural resources for community development.

Giving their input during Tuesday’s Broadcasting Authority of Zimbabwe licence application public inquiry in which Zimpapers is eyeing to open a local commercial radio station in the city, the residents said they are excited to have a radio station of their own.

Zimpapers, which owns StarFM, promised to open the radio station —Diamond FM — in Mutare within 10 months if its licence application with BAZ succeeds.

In his address to the BAZ commissioners, the company’s marketing director, Mr Tapiwa Mandimutsira, said the group was now well positioned to open a local commercial radio station.

He said the company opted to open a radio station in the city because of a 121-year-old rich history it has 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 needs re-awakening and thus if granted the licence, Diamond FM will 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 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 Group 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 begins at family level and thus it is important that the radio station promotes the cohesion of families.

BAZ chairman Dr Tafataona Mahoso questioned whether the proposed radio station would provide choice rather than producing content that is identical to current global trends.

He talked of the notion of cultural death whereby audiences are 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 will focus on promoting local culture.

He said local culture would be packaged in a way that makes it attractive and therefore makes the business venture profitable.

Members of the public questioned the Zimpapers delegation on how the radio station will improve their lives.