TVC Communications, operators of TVC Entertainment, TVC News and Adaba FM, has launched a new radio platform, Max FM 102.3, in Lagos. The new radio station replaces the previous station on the same dial, Radio Continental (RC102.3fm).
According to the owners, Max Fm has been designed to cater for listeners within the age range of 15 to 34 years. The station has adopted the tagline of “non-stop hit music” for young listeners within the city. As with many other new arrivals, the station proprietors have promised to shower listeners with amazing prizes and giveaways.
In an apparent bid to overhaul the company’s brand perception, the station owners’ identity has been changed to TVC Communications from Continental Broadcasting Services.
In his address, Andrew Hanlon, the Chief Executive Officer, TVC Communications, said: “Earlier this year, we promised our audience and advertisers that we would embark on an aggressive plan to improve programming and content across all platforms to boost ratings and increase revenue. The launch of 102.3 Max FM is a further proof of our intent. 102.3 Max FM is just part of our story of continued heavy investment in TV and radio programming services which, we believe, will attract greater audiences and propel our stations to the top of advertisers’ schedules.”
“We have radically enhanced the sound quality of our signal, acquired the most advanced music playlist systems available, hired the best on-air and production staff and commissioned a jingle and ID package from one of the best production houses in the world to give Max 102.3 a unique, high quality sound, which we know, listeners and advertisers will love”, he concludes.
— MAX 102.3 FM (@Max1023FM) November 6, 2017
The station has also unveiled a new list of presenters that will project the new mission of the brand. The list is made of a mixture of existing presenters which include Mark Otabor, Mary Bashua Alim, Olayemi Ogunwole, Debola Ajiboye and an exciting list of new signees which include Murphy Ijemba, Sean Amadi and Shine Begho. Others are Wale Pow Pow and veteran broadcaster, Jones Husen.
Twitter has erupted with excitement following the unveiling of Ijemba, a few weeks back. Recall that Murphy Ijemba (a.ka. ‘Radio Paparazzi’) and Sean Amadi (a.k.a. radio most wanted) had both left Brila FM under controversial circumstances in September 2017.
— ojo olanrewaju (@larrydayo) November 3, 2017
Apparently, this is in a bid to correct the perception of the Continental Broadcasting Brand as a media arm of a political party, owing to the status of its major investor. A number of politics centred programmes have been dropped by Max Fm. These include Kubanji Direct, RC parlour show and papers this morning. Max Fm will soon be better reckoned in the league of music centred stations like Cool Fm, Beatz Fm, Soundcity etc.
Only time will tell how fast it will be able to hold its own in this new niche.
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