When the vernacular mother radio station went on air for the first time 18 years ago, there was excitement everywhere on Gikuyu land and beyond as this was a signal of good things to come.
And indeed it was because thereafter, we have seen a licensing of many vernacular radio stations across the country and recently vernacular TV stations.
Almost each of the 44 tribes in Kenya can today at least pride of one radio station that broadcasts in their mother tongue.
All thanks to Kameme FM which pioneered private vernacular radio broadcasting in Kenya amid a restrictive vernacular broadcasting environment that was being propagated by the dictatorial regime of former President Daniel Arap Moi.
Kameme FM has today grown to Mediamax Network Limited under which there are a number of vernacular radio stations and two TV stations.
That said, Kameme FM would not have been able to withstand the murky waters of vernacular radio broadcasting without among other things hard work which generally defines success in almost everything that one decides to embark on.
For the close to two decades that the station has been on air, it hasn't been a walk in the park. Many stations of its type have come and folded up even before they could make a mark.
However, the Kikuyu radio station has generally continued to witness a relative success despite its change in ownership and sometimes plummeting audience ratings.
These challenges apparently make the station stronger and even more competitive in the almost saturated Kikuyu radio market.
So, what makes Kameme FM the most competitive vernacular radio station in Kenya? We enumerate the reasons below.
1. Audience trust and loyalty to the brand
Kameme FM is a trusted brand among many Kikuyu audiences who listen to the station. There is even a section of listeners especially the elderly who may not have other alternative sources of information who can't believe a breaking news story till they hear it from Kameme FM.
2. Ability to adapt to changing times
In a recent article, we told you why Kameme FM was initially perceived as an elitist Kikuyu radio station.
It is because Kameme FM isn't as conservative as its main competitor, Inooro FM. The Mediamax Network-owned radio station is able to observe the changing needs of its audience and quickly infuse the same in its programming.
For instance, radio music deejaying was typical of stations whose main targets are in urban areas. However, Kameme FM realised that even a sizeable section of its rural audience would be responsive to it and immediately incorporated the same in its programming six years ago. Now, every Kikuyu radio station has picked up the idea.
3. On-air talents
The success of any radio station is majorly pegged on its presenters. These are the voice and the face of any station. Without them, however well a radio station is financially endowed, it will flop sooner or later.
This is the main reason why media houses be they radio or TV, poach established or well-known on-air talents. This, however, doesn't mean an automatic success for a radio station. Several other factors count.
#hivisasaoriginal