Moffat Mungazi
Post Correspondent
CONFESSION is a way to possession, an old adage suggests.
This axiom rings particularly true for diversified media group, Zimpapers’ fast-rising regional radio station, Diamond FM, if the quantum leaps it continues to make are anything to go by.
At its launch in 2016 as it set out to bring radio closer to the people of Manicaland Province, Diamond FM declared that it would be “always on top of the game”.
Half a decade on, the radio station has not disappointed, delivering and living its word indeed.
Not only has it shot to the top of the broadcasting game through its audience-orientated programming, it remains perched there.
Put simply, Diamond FM – as its name alludes to –has become a jewel from the east and gem of the airwaves outshining the rest.
Admired by peers and revered by rivals, it has an irresistible allure.
To mark the remarkable progress it continues to make, Diamond FM recently celebrated its fifth anniversary. While commemorating that half decade of existence, the radio station — whose popularity in the province keeps growing by the day — also took time to reflect on its broadcasting excellence.
The celebrations, which ran under the theme ‘Mwashuma Ngemashanu’, were held at The Manica Post Building where the station is housed.
The occasion was aired live on radio and saw Diamond FM’s presenters engaging in a no-holds barred, but civil popularity contest pitting Team Noise on one hand and Swat Sound on the other.
Diamond FM station manager, Mr Jabulani “JB Your DJ” Mangezi said as the unrivalled trendsetters, they are geared to take the game to another level.
“We are delighted to have turned five years old as a radio station. We have enjoyed wonderful moments along the way. Our mission as part of the Zimpapers Radio Broadcasting Division is to provide broadcasting solutions of the highest quality that add value to our stakeholders. We envision to be recognised internationally as the number one broadcasting solution,” he said.
Diamond FM was officially launched on May 13, 2016 as a regional commercial radio station. It broadcasts on frequencies 103.1, 103.8 and 107.5FM in different areas of Manicaland.
Listeners can also livestream from anywhere in the world.
Since taking off on that broadcasting flight, the station has continued to soar head and shoulders above the rest. They are an unrelenting force in their pursuit of quality service that impacts communities in the province.
Mr Mangezi described the journey so far as thoroughly fulfilling.
“Since first going on air from a makeshift studio, we have never looked back. At that point we were broadcasting only within a radius of 40 kilometers around Mutare before expanding to 80km. We have now hit the 100km mark and are being well received in areas like Chipinge and Chimanimani.
“Last year, we launched in Nyanga on the 103.1 frequency, which broadcasts clear signals in Makoni and Mutasa. As a testament of our phenomenal growth, we are now encroaching into other provinces like Mashonaland East and West as well as Masvingo. We are making rapid progress,” said an elated Mr Mangezi.
Diamond FM continues to live true to the values of information, education and entertainment that radio brings.
At the time the novel coronavirus broke out, the radio station was commended for timeously disseminating crucial information pertaining to the global pandemic. This helped to sensitise communities on how to keep safe in preventing infection and what to do when affected.
Subsequently, it aired programmes that promoted behaviour change among people which the aim of combating the continued spread of Covid-19 and flattening the curve.
Gindemukindi raWasu, as the popular radio station is adoringly referred to by its multitude of listeners, was also at the forefront of covering national disasters like Cyclone Idai, which ravaged parts of Manicaland, especially Chimanimani and Chipinge.
Its coverage of the phenomenon as it unfolded was simply top-notch.
Information, Publicity and Broadcasting Services Permanent Secretary, Mr Nick Mangwana, was full of praise for Diamond FM for a job well done.
“The station has played an important role in covering national disasters in recent times, especially if you look back at its role during Cyclone Idai when it ensured the rest of the nation was constantly informed. It continues to have a big impact on the people of Manicaland as it has actively engaged the community during the Covid-19 pandemic by giving them access to information that has allowed them to modify their behaviour,” said Mr Mangwana.
To bridge the gap occasioned by the closure of schools in the wake of the national lockdown, the station, in partnership with the Ministry of Primary and Secondary Education, aired radio lessons.
This, Mr Mangezi said, was meant to ensure that pupils do not lose out on valuable school time as well as to keep Manicaland abreast with learning and teaching.
Diamond FM was also involved in organising the “Heal Chimanimani” concert to provide solace to the souls of victims and render the much-needed psycho-social support in the aftermath of the trail of destruction and displacements left by Cyclone Idai.
Some local artistes have rose to national prominence after being offered a platform to showcase their talent by the radio station.
To its credit, the station has grown to become a sustainable business unit of Zimpapers, Mr Mangezi highlighted.
He said: “We cherish that we are a successful radio station contributing significantly to the bottom line for the Zimpapers Group despite the media sector having been battered by Covid-19 effects as we have continued to post profits.
“We have managed to keep things going by coming up with strategies that created opportunities which helped us to stay afloat during such difficult times. We actually became a platform of choice for the development partners and health entities as a viable vehicle for disseminating coronavirus messages and information.”
Mr Mangezi added that they deeply treasure the recognition stakeholders have conferred on Diamond FM as a radio station of choice.
He also thanked the people of the province for their unwavering support, a mainstay of the station.
“It is heartening to have been accepted as a radio station of repute. We cherish the confidence they continue showing in us. There are endless possibilities to the things we can do together,” he said.
But what has catapulted Diamond FM to the top of the game?
Mr Mangezi explained: “Diamond FM is a unique brand that speaks to the nuances that are peculiar to the people of Manicaland Province and celebrates those idiosyncrasies. Our product resonates with and caters for the hybrid and cosmopolitan nature of our audiences from the farming, rural, urban and communal constituency. Our news bulletins in the Ndau dialect and some programmes in ChiManyika is ample proof that we are all-encompassing.
“By identifying with Manicaland and its people’s aspirations, we have managed to endear ourselves to them as we are always revolving and adapting to media trends while remaining true to our own and people’s identity. We also serve as the conduit for interaction among local people. Remember, at one time we brought the late Mbuya Sauti live on radio and had our viewership on online platforms shooting through the roof.”
He also hailed the team that puts the shine in the diamond that the radio station is, doffing his hat to their dedication to duty.
Some of the popular programmes on Diamond FM include “The Wake Up Call”, “Home Bound”, “The Joint”, “Pahasha” and “Centre Stage” hosted by Farai “Chayamaningi” Zhou, Tinashe “T-Nash” Zilole, Prudence “Prudy Puru weku Sakubva” Gwitirwa, Christopher “Mutape” Siduna and Michelle “Zion Asset” Bwititi, respectively.
Without any shadow of doubt, the radio station continues to hold its own among other long established players in the industry.
After earning the audience’s trust, Diamond FM can only toast to half a decade of not only their existence, but also broadcasting excellence.
Suffice to say ‘Mwashuma Ngemashanu’!