The government has granted a private radio license to a company in Suva, led by a former broadcaster, marking a significant change in the media landscape, especially for radio. Communications (Fiji) Ltd, established by William Parkinson, a former announcer for Radio Fiji, has been approved for the license, as reported by The Fiji Times on September 21, 1984. Matt Wilson, a public relations firm owner in Suva, is also a partner in the venture.
A government announcement indicated that several conditions would accompany the license, and negotiations with Communications (Fiji) Ltd would commence shortly. The statement suggested that, while this is the first private radio license issued, there may be opportunities for additional private licenses in the future.
William Parkinson, then 22 years old, expressed optimism that the FM station could begin broadcasting within six to seven months pending successful negotiations with the government. Industry sources noted that operating an FM station would be more cost-effective and simpler, although it would need to be located on elevated ground. The site for the station has yet to be determined, and the company is exploring equipment purchasing options.
Parkinson mentioned an initial investment of approximately $300,000 and noted that the station would initially focus on serving listeners in Suva and its surrounding areas. Plans include expanding broadcasts to the Western Division and possibly establishing a station in that region later.
The station aims to employ around 20 staff members and plans to offer a programming schedule of music, interviews, and news from 6 am to midnight daily. A feasibility study, conducted with assistance from the Economic Development Board, indicated a primary demographic of listeners likely to be under the age of 30. Consequently, the station will feature a variety of music genres, including English, Fijian, and Hindi disco, country, film soundtracks, and rock.
The station’s announcers will be encouraged to communicate in everyday English, Hindi, and Fijian, with a focus on colloquial expressions. Advertising rates are expected to range from $15 to $8, with lower rates for late-night ads. Initially, there were eight companies expressing interest in commercial radio licenses, with six submitting applications, including Communications (Fiji) Ltd, AWA, The Fiji Times, and the Fiji Sun.