Oyo State, which the capital of broadcasting in Nigeria, is currently awash with many radio stations. Top of the pack are Splash FM, Lagelu FM, Fresh FM, Amuludun and Oluyole FM based on recent ratings.
Most radio stations in the state lean heavily on political programmes and social commentaries as core parts of their programme schedules with phone-in opportunities for listeners who typically have a field day expressing their views and most times criticising government at all levels. Radio stations have become veritable platforms for “citizens’ venting.”
In the last six months, the market has, however, witnessed new entrants such as Solutions FM, Agidigbo, Life Radio and Correct FM. But while most new comers have joined the league of heavy political programming, Life Radio has been observed to tow a different line with a no-politics, more music orientation and more of life related issues programming.
The station, which operates on I07.5FM Ibadan and www.liferadioibadan.com, even dares to broadcast programmes in Igbo, Hausa, Ekiti, Ijebu and Ijesa dialects of Yoruba language, very refreshingly different with more of Yoruba language programming to suit the local listening audience.
Most mornings, while the larger number of radio stations are talking hard core political issues, the morning belt on Life Radio is filled with mostly inspirational and motivational content with comprehensive reports on life around Oyo State. Other parts of the day are filled with different genres of music and programmes that address life issues repeating severally on air that life is music and music is life.
To enrich its programmes, Life Radio broadcasts life inspiring, life enriching, life motivating, life enhancing contents all day.
There is a theme for every new day on the radio station. Each day, listeners are treated to a life issue from the ‘University of Life’ from different faculties such as Hardwork, Envy, Negativity, Comfort Zone, Silence, Peace of Mind, Perseverance, Rest and Relaxation.
Unarguably, there is nothing wrong with trying to be different especially in a thick crowd of same of the same. This seems like a well thought out strategy to create a niche and different positioning. The worry is if the station’s market entry strategy is one that can be sustained given the huge political sensitivity around Oyo State. Only time will tell.
