The government has taken a significant step towards reshaping media operations, particularly in radio, by granting a private radio license to a company based in Suva, led by a former broadcaster.
According to reports from The Fiji Times on September 21, 1984, Communications (Fiji) Ltd, founded by William Parkinson, a past announcer for Radio Fiji, was the successful applicant. Another key figure in the company is Matt Wilson, who runs a public relations firm in Suva.
A day before the announcement, the government declared that certain conditions would accompany the license, and discussions would be held with Communications (Fiji) Ltd about these conditions. The statement indicated that while this was the first private radio license awarded, there might be potential for more private licenses to be issued in the future.
Parkinson, then 22 years old, expressed optimism about having the FM station operational within six to seven months, contingent on successful negotiations with the government. Sources mentioned that an FM station would be more cost-effective and easier to operate, though it would need to be located at a higher elevation.
The exact location for the station had yet to be determined, and the company was exploring options for equipment purchases. Parkinson noted that the initial funding for the venture would be around $300,000. The small private station is expected to initially broadcast to listeners in Suva and its surrounding areas.
Plans are underway to expand programming to the Western Division later, with a potential third station planned for that region. Parkinson indicated that they were considering a staff of about 20 people.
He expressed gratitude for the government’s decision to grant the license, though he emphasized that full details would depend on ongoing discussions with the government.
The proposed private radio station plans to air a variety of content, including music, interviews, and news, from 6 am to midnight every day. A feasibility study supported by the Economic Development Board suggested that a majority of potential listeners would be under 30 years old. Consequently, the programming is set to include English, Fijian, and Hindi music genres such as disco, country, film, and rock.
The announcers are encouraged to communicate in everyday English, Hindi, and Fijian, incorporating common expressions used in daily life. Advertising rates are expected to range from $15 to $8, with a lower rate of $5 for late-night ads.
At one point, eight companies expressed interest in commercial radio licenses, though only six formally applied, including Communications (Fiji) Ltd, AWA, The Fiji Times, and Fiji Sun.