The ManicaPost
Ray Bande Senior Reporter
THE country’s leading multimedia organisation, Zimpapers, is living up to its strategic plan to diversify into a consolidated digital, publishing and broadcast hub as it celebrates the third anniversary of its second radio project – Diamond FM.
Diamond FM was launched three years ago as a metro radio station and plans are afoot to broaden its coverage to Chipinge, Chimanimani and Hauna in Mutasa district.
Zimpapers Group public relations and corporate affairs manager Ms Beatrice Tonhodzai said the diversification into broadcasting was paying off.
“We are really excited about Diamond FM celebrating its third anniversary as it shows that our investment and diversification into radio broadcasting was not a mistake. Zimpapers had traditionally been a newspaper company, but in line with our strategic plan back then in 2012, we resolved to venture and follow the audiences where they had migrated to – which is broadcasting and on digital platforms. Star FM was our first radio project and Diamond FM is our second radio project which is turning three years,” she said.
Ms Tonhodzai commended the people of Manicaland for embracing the radio station.
“We are excited by the way the audiences in Mutare and Manicaland have embraced Diamond FM. It has grown from its inception to date. Diamond FM is a profitable radio station that speaks to the issues of Mutare and Manicaland.
“Relevance in radio is determined by your ability to articulate issues that affect your audiences and stakeholders, and we have seen Diamond FM doing that.
“We also appreciate and acknowledge the support that we have received from the audiences, stakeholders, advertisers and all our clients. It was not a fluke, but a careful decision made over time. For Zimpapers it has paid off and Diamond FM is in Manicaland to stay. Plans are afoot to broaden its coverage in terms of transmission and programming of issues that we tackle. So, let me say happy third anniversary to Diamond FM,” she said.
She also said Diamond FM was a testimony of Zimpapers’ efforts to empower the local community.
“The launch of Diamond FM generated employment for young people of Manicaland. It is a truly Mutare and Manicaland radio station and most of the talent at the station hails from the province. We are also venturing into television, and will continue to do our bit as we roll out more projects. We are here to stay as a media house of choice,” she added.
Recently during a Cyclone Idai donation ceremony held at The Manica Post building where Zimpapers was handing over an assortment of goods to Government for onward distribution to the victims, the group’s chief executive officer, Mr Pikirai Deketeke, said the primary objective of the company, was to serve the community it operates in.
“We believe we are licensed to serve. Our primary job as a media house is to serve the community that we live in. As a radio station, when we heard the news that Cyclone Idai was coming we started putting out alerts. I think Diamond FM did this as far back as Tuesday before the cyclone came. We warned people that Cyclone Idai is coming and we also told the listeners the action they were supposed to take. When it eventually hit us, we then started talking about what we do to help those who are vulnerable. So radio was at the forefront,” he said.
