The government has approved the issuance of a private radio license to Communications (Fiji) Ltd, a company in Suva led by former broadcaster William Parkinson. This marks a significant shift in the media landscape, particularly for radio.
According to a report from The Fiji Times on September 21, 1984, Communications (Fiji) Ltd was selected for the license, with Matt Wilson, a public relations firm owner, as a partner. A statement from the government indicated that specific conditions related to the license would be negotiated with the company.
The government noted that while this is the first private radio license granted, there could be opportunities for other licenses in the future. Parkinson, then 22, expressed optimism about launching his FM station within six to seven months, contingent on successful negotiations with the government.
Various sources indicated that an FM station would be more cost-effective and simpler to run, although it would need to be located at a high elevation. The exact site for the station was still undecided, and the company was exploring equipment purchasing options.
Parkinson mentioned an initial investment of around $300,000, with plans for the station to primarily serve listeners in Suva and its surrounding areas. There are also intentions to eventually transmit programs to the Western Division and establish another station there.
Initially, the company anticipates hiring around 20 staff members. Parkinson expressed excitement over receiving the license but emphasized that further details depend on the final negotiations with the government.
The private radio station is expected to broadcast music, interviews, and news from 6 am to midnight, every day of the week. A feasibility study and surveys indicated that the target audience would predominantly be under 30 years old. The programming would feature a mix of English, Fijian, and Hindi music genres, including disco, country, film, and rock.
Announcers will be encouraged to communicate in everyday, approachable language. Advertising rates are projected to range from $15 to $8, with a lower price for late-night slots. Although about eight companies showed interest in commercial radio licenses, only six officially applied, including Communications (Fiji) Ltd, AWA, The Fiji Times, and the Fiji Sun.