In a bid to shift the focus of commercial broadcasting from strict profitability to content quality, a newly established radio station, OJ 106.3 FM, has officially launched in Benin City, the Edo State capital.
The station’s management has announced that the primary pillar of its mission is to open doors for talented young people who possess strong broadcasting potential but lack the financial means to purchase expensive airtime.
The Chief Executive Officer of OJ 106.3 FM, Joy Olabisi Akpaida, unveiled the station’s vision during an introductory session with journalists in Benin. Akpaida, a seasoned broadcaster and the immediate past Head of the Benin Centre of DAAR Communications (operators of AIT and Raypower FM), expressed deep concern over the prevailing trend in the media industry where commercial revenue routinely eclipses creative merit.
According to Akpaida, the constant demand for upfront payment from independent producers has severely diluted the quality of radio programming across Nigeria.
“Having been an independent producer and presenter, there has been the challenge of quality programming. Finance is a major challenge to access airtime on radio,” Akpaida explained. “Media owners care about money. They don’t know the essence of a radio program. The act of pursuing money above programme quality has been giving me great concern over the years.”
This industry-wide gap, she noted, became the primary catalyst for founding OJ 106.3 FM.
While the station aims to democratize airtime for creative youths, Akpaida clarified that OJ 106.3 FM will still maintain a structured business model. Sponsored segments, direct advertisements, and commercial programs will be subject to standard broadcasting rates.
“Of course, eventually they will pay,” the CEO clarified. “For instance, if you bring a program on air, and we know that this program has an advert in it, you will pay us. The essence of what we are talking about is to allow for quality programs and content… so that we can give all opportunities, with or without money.”
When questioned on how the station plans to fund its overheads and daily operations while offering free blocks of airtime to unsigned presenters, Akpaida revealed a diversified revenue strategy. Rather than relying solely on traditional program sponsorship, the station plans to tap into alternative, modern media channels.
“There are other salient areas in radio broadcasts that you can make money from, beyond what people churn out every other day,” she said. “So, we intend to dive into those other areas where we can raise revenue, while we allow opportunity for young minds, quality content programming, and news to thrive on radio and, eventually, online.”
Beyond local youth empowerment, the Benin-based station is positioning itself as a cultural bridge. OJ 106.3 FM intends to heavily leverage digital streaming and social media platforms, broadcasting 24 hours a day online, to connect the local Edo community directly with the Nigerian diaspora. By telling authentic, localized stories, the station hopes to keep Nigerians abroad actively engaged with home-front narratives.
The station will fully transition to its terrestrial dial on the airwaves as soon as final regulatory clearances are completed by the National Broadcasting Commission (NBC).