Star FM Radio has been granted a television broadcasting licence by the Broadcasting Authority of The Gambia (PURA). This makes the media house the third to be issued a license following that of Qtv and Paradise TV.
Managed by journalist Sara Camara, Star FM Radio is already making a name in the Gambia media industry.
Star FM radio Managing Director Mr Sara Camara said the awarding of the licence, which will see the group tapping into the growing viewers market, fulfils Star FM Radio long-held dream to be a fully-fledged media house.
Mr Camara chronicled the diversification journey undertaken by the business saying after over years of sustained growth, it became clear that Star fm needed to broaden its media beyond radio to include the new growth areas of digital tv.
Even though Star FM was and still is the dominant media player, there was a real threat that the business could decline if it remained solely tethered on radio broadcasting.
“As a fast thinking business, we carried out surveys. We looked around at what competitors and global players in the same business were doing. Senegal, Ghana, the United Kingdom and the United States were some of the markets we looked at,” he said.
“It became obvious that media was no longer just about radio even though it remain important. We realized that digital was becoming big. We also realized that broadcasting was also a profitable avenue for distribution of our content. We then thought long and hard about how we could tap into that. After all, as Star Fm, our competitive edge has always been content creation.
“Broadcasting, therefore, became something we got interested in with our plan being to start with radio first and then television. Our plan was to ensure that as Star FM were covered across voice and video.”
The group then crafted a five-year strategic plan, which has become the road map for its various investments.
That is how Star FM; the group’s first broadcast project was born in 2012.
“Our eyes, however, remained fixed on the big prize — television. Three years ago Star tv project starts to take shape” Says Sara Camara.
“A lot of work has gone into content creation such that we promise our viewers and advertisers a new experience in television viewing.”
Sara described the latest development as ‘a new era in the history of Gambian media.