The Nigerian broadcasting industry is witnessing a significant development as Lady Doja Allen, Managing Director and Chief Executive Officer of Cardinal
Broadcasting Limited (operators of City 101.5FM); expands her company’s radio
portfolio with the launch of 93.5 Area FM.
For as long as most Lagosians have been listening to private radio, the names
behind most of the stations have tended to repeat themselves. Ameen Mousalli, the
man who built Wazobia FM and, with it, pioneered pidgin-language broadcasting in
Nigeria, now sits atop a group that also includes Nigeria Info and Cool FM. Chris
Ubosi left a senior role at Mousalli’s AIM Group to set up Megalectrics Limited, which
today runs Classic FM, The Beat FM, Naija FM, and Lagos Talks; and Tajudeen
Adepetu, chairman of Group8 (formerly Consolidated Media Associates), built
Soundcity Radio Network, Correct FM, and Urban96 Radio anchoring a portfolio that
spans television and radio across several countries.
It has, until now, been an entirely male dominated club; that’s the club Lady Doja
Allen is stepping into not as a newcomer learning the business, but as someone who
has already spent over a decade and half running one of Lagos’s most closely
watched turnaround stories.
For Lady Doja Allen, the development represents more than the addition of another radio frequency. It signals the evolution of Cardinal Broadcasting Limited from a company associated primarily with City FM into a broader broadcasting enterprise with multiple radio brands.
As the Managing Director and Chief Executive Officer of Cardinal Broadcasting
Limited, Lady Doja Allen has been at the centre of the company’s strategic direction,
business development and broadcasting operations.
Her leadership of City FM has provided the foundation for the next phase of the
company’s growth and rather than remaining focused on maintaining a single
successful station, Lady Doja Allen is now leveraging that experience to build
another radio brand with a distinctly different identity.
The emergence of 93.5 Area FM therefore places Cardinal Broadcasting Limited in a
new category of a multi-station broadcasting company.
While City FM has developed its identity within Lagos’ urban radio market, Area FM
is expected to build its brand around the language, lifestyle and experiences of
everyday people, providing a platform designed to communicate with listeners in
ways that cuts across ethnic, social and economic boundaries.
The strategy could enable Cardinal Broadcasting Limited to reach different segments of Lagos’ huge radio audience while creating complementary commercial
opportunities across its brands.
The significance of 93.5 Area FM lies in what it represents for Cardinal Broadcasting
Limited.
For Lady Doja Allen, the second station provides an opportunity to demonstrate that
the systems, experience and commercial understanding developed through City FM
can be replicated across another distinct broadcasting proposition.
It also creates the possibility of Cardinal Broadcasting Limited developing a broader
media ecosystem, with different stations serving different demographics, interests
and listening habits.
In an increasingly competitive Nigerian media market, such diversification can
provide broadcasters with greater flexibility in responding to changing audience
behaviour, advertising trends and the rapid convergence of traditional radio with
digital platforms.
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