LIVE FM: A NEW STANDARD FOR THE CENTRAL REGION

by Caroline Berg (Projects Abroad)

Mr. Roland, a.k.a. Asaasewura Santana.

You hear it everywhere, in taxis, pumping out of spot bars and echoing through the streets: “Li-i-i-ive ef e-e-em! 107.5 Live FM. Your number one radio station.” In fact, the ubiquitous two-month-old radio station is dedicated to “Shaping the Coast.”

Although Cape Coast already has five other radio stations, Live FM promises a fresh alternative to its regional competitors.

“We are setting a standard,” said Gilbert Anaane Roland, a host for Live FM. “We have come to give [Cape Coast] quality entertainment.”

Although Live FM has succeeded in infiltrating Cape Coast’s radio frequencies, the real test will arrive when the station launches its regular programming. On March 1, Live FM will begin testing its “Drive Time” show, Akwaaba, hosted by Mr. Roland, a.k.a. Asaasewura Santana.

“Drive Time is not about playing music dedications,” Mr. Roland said. “It’s a serious business that you bring total inspiration and motivation to the audience.”

The program will run between 2 p.m. and 6 p.m. when Mr. Roland believes the public needs inspiration the most.

“At 2:00 to 6:00, that is when people have the things they did in the markets they were not able to accomplish, so they need … something that can get them on to give them hope for the next day.” Mr. Roland said. “So, you give them entertainment—something that they can listen to and have fun with.”

The four-hour pilot show, Akwaaba, will begin with an inspirational segment, followed by interviews with entertainment personalities and phone-in discussions on topical issues to get listeners involved. Gospel music will play intermittently for the first two hours, followed by secular music for the second two hours.

Although Live FM is all about the music and entertainment now, the station plans to incorporate more news and educational programming as time goes on. Moreover, Live FM will collaborate with Okay FM in Accra to help out with the Cape Coast’s station’s news programming.

“Before the newspapers are available in the Central Region, the radio station in Accra will have already broadcast it,” Mr. Roland said. “We have competitors here [in Cape Coast] who are also picking from Accra, so by the time you get on the radio to put the headlines across, people have already heard them.”

According to Mr. Roland, Live FM will mix the Okay FM’s news with discussions of local issues and allow time for listeners to call in to voice their thoughts and opinions.

Despite the rumour mill, Live FM claims no affiliation with the NDC or any other political group.

“The perception out there is that when you are able to obtain your license in every administration, that means you have links [to the government],” Mr. Roland said. “We are neutral, and this will come across when we start our political programming.”

Apart from partnering with an Accra radio station for on-the-spot news broadcasting, most of Live FM’s DJs and hosts also come from outside the Central Region. Subsequently, 90 percent of Live FM programming will be conducted in Twi and 10 percent conducted in English. Nevertheless, Mr. Roland is optimistic communication between program hosts and the Cape Coast community will not be a problem.

“People who can speak Twi can understand Fante,” Mr. Roland said. “It’s just in general how you represent the message to the audience.”

Mr. Roland refers to Live FM’s special Valentine’s Day broadcast to prove his point. He said the response to the program was “massive” and listeners were apparently rallying for the show to continue past its schedule.

“What people want are catchy programs,” Mr. Roland said. “[Success] depends on the passion of the presenters on your radio and how they are able to get the issues across.”

The name, “Live,” supports the vibrant and active programming the station aims to convey. Live is of course the opposite of dead. Therefore, you can expect Live FM will not stand for stale or recycled programming. Instead, the station seeks to be the cutting edge not only for Cape Coast, but also for the Central Region and eventually all of Ghana.

Currently, Live FM is broadcast only in the Central Region, as well as some areas in the Western Region, but the station is looking to expand in the future. In addition, Live FM is working on its website to provide online radio service soon.

“We are not going to leave any stone unturned,” Mr. Roland said. “Five years from now, the sky won’t even be the limit for Live FM because there are footsteps on the moon.”