In March 2018, NRG Radio launched in the metropolitan area of Nairobi, Kenya, marking a significant entry into the country's vibrant radio scene. Simultaneously, its audio and visual radio feed became accessible via the internet, expanding its reach beyond traditional FM broadcasting.
According to Denis Ndavi, Commercial Director of NRG Radio and Creative Director of MoSound, the concept of launching a radio station predates MoSound's original business ventures. Recent developments allowed MoSound Group to secure a license and the necessary frequencies to introduce a fresh voice to the airwaves.
“When this became an option, we said let’s do radio, but we have to do it differently,” Ndavi explained. After studying what was already on the market the company came to the conclusion that a station, even a new one, following an established, traditional path, won’t succeed.
“To survive we had to plan for the future and adopt the future today,” Ndavi added. “Trends are becoming increasingly digital. Ndavi said the idea was to design and launch the first radio station in Kenya to offer digital convergence for music and everyday entertainment.
Radio's Strong Presence in Kenya
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In Kenya, radio maintains a strong presence, with over 90% of the population tuning in nationally. For the past three decades, radio has been the dominant medium in the country. Furthermore, almost every smartphone and standard mobile phone in the nation features an active FM tuner, which leads many people to listen to FM through their mobiles.
Technological Infrastructure
NRG Radio has invested in state-of-the-art equipment to ensure high-quality broadcasting:
- Studio One features a 12-fader Lawo crystal mixing console with integrated router and the Lawo VisTool Virtual Radio Studio software.
- The second studio is equipped with a 12-fader Lawo sapphire console with Autogain and Automix features that enable the console to take control of the entire studio.
- The third studio is a “virtual studio,” which is configured around Lawo’s R3LAY virtual console.
Visual Radio and Online Presence
In less than four months, NRG Radio was running as a visual-radio FM channel with an online audio and video stream. Social media is also key within NRG Radio’s communication cycle.
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“First we attract potential listeners within our digital experience through the radio,” explains Ndavi. When a listener delivers content to NRG Radio’s accounts, the broadcaster gives this content extra life by injecting it through its social media platforms.
When MoSound Group decided to launch NRG Radio, it aimed to differentiate its radio business from its entertainment business. “We decided to establish a radio station with a new concept, instead of taking on a different business because radio is magical,” explained Ndavi.
In his opinion, everyone who has ever been a student of sound is fully aware of the different emotions a sound engineer can deliver to listeners by just changing the sound they are creating.
“Once you discover this, you can make them feel happy or angry, or you can make them feel love, all just by tweaking the parameters of sound,” he concluded.
NRG Radio. Rethink Radio Hear See Touch
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