A new commercial radio station, Power FM, is set for launch in Gauteng, looking to recruit 100 employees as it targets black urban listeners between the ages of 25 and 49.
The Independent Communications Authority of South Africa (ICASA) awarded Power FM the last commercial FM radio frequency licence in 2011.
Power FM is owned by MSG Afrika Investment Holdings, led by Given Mkhari, which also owns Limpopo’s Capricorn FM.
Mkhari told Business Day he believed the station would succeed in challenging market leaders Talk Radio 702 and Kaya FM, and take a slice of growing radio advertising revenues in South Africa.
“We are very confident. All the strategic elements of the radio station’s programming will be revealed in a few weeks closer to the launch,” he said.
He said Power FM would be going on a recruitment drive, with speculation mounting it could poach staff from its rivals.
