In a groundbreaking decision that could transform the media landscape, particularly in radio, the government has granted a private radio license to a company in Suva led by a former broadcaster.
Communications (Fiji) Ltd, established by William Parkinson, previously a Radio Fiji announcer, successfully secured the license, as reported by a local news outlet on September 21, 1984. Matt Wilson, who runs a public relations firm in Suva, is also a partner in the company.
A statement from the government indicated that specific conditions would accompany the issued license, with negotiations to follow between the government and Communications (Fiji) Ltd. The statement expressed hope that this initial approval could pave the way for additional private radio licenses for other individuals or organizations in the future.
Parkinson, then just 22 years old, expressed optimism that his FM station could be operational within six to seven months, contingent on successful negotiations with the government. Sources highlighted that an FM station would be a more cost-effective and manageable venture, although it would require a location at a higher elevation.
While the site for the station had yet to be determined, the company was still exploring options for equipment procurement. Parkinson estimated that the initial investment would be approximately $300,000. The station would primarily broadcast programs focused on the Suva area initially.
Plans also included the eventual transmission of programs to the Western Division, with aspirations to establish a third station in that region. Parkinson noted that the staff would likely number around 20 people.
Expressing delight at the government’s decision, Parkinson added that further details would depend on the outcomes of the negotiations. Sources indicated that the new station’s programming would include music, interviews, and news broadcasts from 6 AM to midnight, seven days a week.
A feasibility study conducted with the Economic Development Board suggested that the majority of potential listeners would be under 30 years old. Consequently, the station intends to feature a variety of music genres, including English, Fijian, and Hindi disco, country, film, and rock music.
Announcers will be encouraged to use everyday English, Hindi, and Fijian in their broadcasts, incorporating common expressions understood by the public. Advertising rates are anticipated to vary, with prices ranging from $15 to $8 and a lower rate of $5 for late-night spots.
Although around eight companies expressed interest in commercial radio licenses, only six, including Communications (Fiji) Ltd, AWA, and local newspapers, submitted applications.