Smile 90.4 FM, dubbed a “purpose driven audio brand”, will go live on Monday, as Cape Town’s first new private commercial radio station in 14 years.
Clive Ridgeway, programme director, told The Media Online: “Smile 90.4FM may look like a radio station and even sound like a radio station, but we are designed to be more. Our aim is to be relevant in the age of new media and new marketing.”
Ridgway added: “Our programming and content is directed towards making a significant connection with the people of Cape Town and to build valued and lasting relationships.”
Ridgeway said the name “Smile” was chosen because a smile is “the simplest and easiest way of passing on something powerful and positive”.
“It’s something we all have in common. It’s instantly recognisable, universal and contagious – it gives us the power to transform.”
Furthermore Ridgeway said the name encapsulates everything that is intended for the radio station as a business and brand.
Behind Smile 90.4FM is Anat Singh, chairman of Cape Town Radio and Dr Ernest Messina, a businessman.
Singh and Messina told The Media Online the purpose for the radio station is to “build audience and client relationships, bridge cultural divides, promote a sense of community, do good business and spread optimism while presenting the most entertaining, interesting and informative audio content, which will manifest in the proverbial smile”.
