By Gbenga Bada
When Chris Ubosi registered Megaelectrics Limited at the Corporate Affairs Commission in July 2001, his visions were clear but he needed time to perfect the dream before unveiling it. So he consulted for Federal Government-owned radio stations as well as stations in Kenya and Ghana.
8years after, his dream and vision have not only aligned but have been perfected and ready to change the gear and pace at which Nigerian radio stations operated – Beat 99.9 FM was born.
In a sector where several radio stations are losing the youthful audience due to lack of original youth-oriented content and professionalism, Chris found the vacuum in the Lagos radio airspace and filled it with the creation of some of the most popular radio shows and well-loved OAPs that now make up the radio dial, 99.9FM.
Interestingly, the radio station in just 5 years old but has assumed a leadership position in attending to an informed audience in the 15-35 age group and generally those who are young at heart.
Daar Communication PLC owned Raypower might have kicked off the private sector’s adventure ownership 20years back but Beat 99.9FM has surely taken the game to a whole new level in just 5years.
Having highlighted its demographics, management of the radio station capitalised on the growth of the Nigerian entertainment industry-mostly the music, movie and fashion industry-to win over the youths, who at that time were already quitting radio.
With a defined and clear vision to conquer the youthful audience, only personalities with enduring yet alluring voice to arrest any youth could have helped build the brand, which several radio stations now aim to beat.
With the likes of Olisa, Dami, DJ Caise, DJ Gosporella, Douglas, Fade, Gbemi, Jimmie, Maria Okan, Osi, Segun, Chris, Victor and Toolz, Beat 99.9FM, dumped the conventional approach to entertaining and disseminating information to more youth-endearing approach that now seems bound to rule the airwaves for sometimes longer.
Capturing the hearts of several Nigerians in the country and in diaspora, Beat 99.9FM, has grown to become not only a top choice radio station of several young Nigerians in the Lagos metropolis but is also a platform that dared to remain distinctly youthful in disseminating entertainment news, topical news, traffic, sports and weather news with exciting breakfast, afternoon and evening drive time shows.
Always encouraging the Nigerian youths, who seem to be channeling much of their efforts and energy into entertainment, Beat 99.9FM, has become one of the most sought-after by entertainment practitioners.
Partnering with major brands and giving back to listeners via freebies, the popular voices on Beat 99.9FM, have jointly and individually added to the growing fame and fortune of the radio station in no small measure.
From the Morning Ride show with Olisa Adibua, Maria Okan and Osi to the Midday Show held by the curvaceous Toolz and Fade Ogunro’s mastery of the fashion world, not forgetting Gbemi’s drivetime show later in the day, Beat 99.9FM OAPs have in the last 5 years displayed an excellent understanding of their art while cultivating a community of listeners who had at one time yearned for an unconventional and unrepentantly youthful radio dial.
The station’s power lies majorly in the attention power the OAPs create vis-à-vis content, which remains youthful from all sides. According to a special report by Nigerian Entertainment Today in December 2012, the urban station clearly led the pack majorly with their style of presentation; show concepts and premiere of new music. The report further states that Beat 99.9FM’s successes also lean heavily on the personalities of some of their popular presenters such as Toolz, Gbemi, Olisa, Maria and Osi Suave.
But, just like every other radio station, Beat 99.9FM has had its fair share of criticism for what has been termed an over-sized western influence on the presenters, delivery and content. Interestingly, Beat 99.9FM maintains that the Nigerian entertainment industry has without doubt been majorly influenced by the western world but has however been watered down with the originality that has become a characteristic of Nigerians.
The station understands the power of its OAPs and presentation skills and has neither faltered in catering for its target audience nor pretends to be a tribal or regular brand. And that the owners have been able to turn the platform into a viable brand; a household name and a force to reckon with within the Nigerian media landscape, is a feat worthy of acknowledgment and celebration.
To once again prove his intelligence and laudable knowledge of the business- Ubosi worked with AIM group for 20years – Chris has again dared to thread the path many fear by extending the Beat FM franchise to Ibadan, Oyo state. It’s important to note that we listen not only to a radio station but what has become a way of life for many.
At Beat 99.9FM, indeed, the beat goes on.
