Nevertheless , Victoria prides in the strong brand that Qwetu FM has become despite being one of the youngest FM stations in Kenya .
Talent is also a big challenge in the industry as very little is being developed . “ We risk recycling radio personnel as not many stations are keen on developing young and new talent ,” points out Victoria . The ‘ radio hopping ’ culture in which presenters are constantly on the move can attest to this .
Qwetu FM is co-owned by Victoria Anampiu , Jocelyn Chebet , and Latifah Ngunjiri . Despite the three directors ’ background in television commercials they opted to go into radio given that most Kenyans depend more on radio than TV for information .
“ Despite the three of us having a 90 per cent TV experience , our research proved that Kenyans - especially the seventy five per cent of the population that lives in the rural areas - interact more with radio than TV and hence our choice of the
media ,” explains Victoria .
Qwetu is an altered form of Kwetu , a Kiswahili word that remotely translates into ‘ our home , our culture ’. “ We are living in a millennial generation that demands that everything has to have a ‘ tweak ’ or ’ swag ’ to make it appealing ,” offers Victoria in revealing the origin of the unique name of the station . The choice of the name , she explains sought to offer inclusiveness and resonate with all listeners irrespective of their age or backgrounds .
In taking the dive into the blue ocean , Qwetu directors had to craft a content strategy that would ensure that the station not only remains afloat but also swims through . So they chose to develop content that would cut across the whole population .
We had to come up with content that is mature and would appeal to all generations and occupations and hence our choice of Kiswahili as our language of transmission and
Rhumba and Zilizopendwa as our choice of music since we want to appeal to the listener of yesterday , today and tomorrow ,” she expounds .
This has enabled the station to attract a ‘ royal ’ audience that includes society influencers and leaders owing to the stable programming initiated by Vincent Ateya , the station ’ s Managing Director . “ Our brand values are to be respectable , consistent and cut across all generations ,” she asserts .
We listen keenly , ask appropriate questions , and offer solutions that meet client brief . Our promise to clients is : Ownership of the work ; Full dedication to the task ; and Commitment to deliver Relevance and Impact . As our tagline says … Karibu Nyumbani , with Qwetu Radio at your service rest assured your interests are well taken care of .
Victoria was born , brought up and educated upcountry . In her school days she developed interest in poetry and music . Upon completion of her high school , she qualified to study agriculture at the university but her love for the media compelled her to ignore the offer and pursue media studies at the Kenya Institute of Mass Communication .
She interned at Kenya Broadcasting Corporation before working for one of the leading private broadcasting firms in Kenya where she honed her skills in media . She believes she is a go-getter and has developed a policy that dictates that all is possible with the right attitude . Her view of life has enabled her realize several goals among them acquiring her first car at the age of 23 years !
Billy Etale is a marketing and communication professional with experience that includes content creation . You can commune with him on this or related matters via mail at : Billy . Etale @ gmail . com .