About Smile 90.4FM:
Smile 90.4FM is a South African private commercial radio station based in Cape Town in the Western Cape.
According to renowned film producer Singh and Messina, Smile 90.4fm will provide entertainment, information and inspiration to listeners in the Cape Metropolitan area. Smile will also be the first private commercial radio station in 14 years.
“Our purpose is to use the broadcast frequency we have been entrusted with to build audience and client relationships, bridge cultural divides, promote a sense of community, do good business and spread optimism while presenting the most entertaining, interesting and informative audio content which will manifest in the proverbial smile,” they said.
‘We are starting a movement’
According to programmes director Clive Ridgway, Smile 90.4fm will be launching as an audio brand and not as a radio station.
“Radio as we know it is at the media crossroads – facing the challenges of the internet, new media and social networks. Launching into a world dominated by new media requires something unique and special,” Ridgway explains.
Some of the radio presenters chosen for Smile are reportedly well-known across South Africa and “have been handpicked”, but will be announced at a later stage.
The language of the brand will be conversational Afrikaans and English and the Smile playlist will be a mix of adult contemporary and pop hits with local tunes making up 50% of the playlist, Ridgway added.
The station is aimed at the 25- to 49-year-old age group.
Singh and Messina concluded: “Our team has the required skills, passion and commitment to ensure the long-term viability and sustainability of the station. We are therefore not launching a product; we are starting a movement – a new wave on the air. The name says it all. Hear it … feel it … Smile 90.4fm.”
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