PRIVATE BROADCASTING: CONTRIBUTING TO THE DEVELOPMENT LOOP OF CROSS RIVER STATE By Patrick Ugbe, MD, Hit FM

PRIVATE BROADCASTING: CONTRIBUTING TO THE DEVELOPMENT LOOP OF CROSS RIVER STATE By Patrick Ugbe, MD, Hit FM

January 06
08:55 2021

Patrick Ugbe

Private broadcasting is a phenomenon that started in the United States in the 1920’s and spread worldwide in the 80’s. For us in Nigeria, private broadcasting only got to us in the early 90’s after the liberalization of the sector, through the promulgation of Decree 38, which set up the National Broadcasting Commission by the Babangida regime.

That deregulation gave birth to RayPower FM/ AIT, Minaj Systems Television/Radio, Rhythm FM/ Silverbird Television etc.

Coming back home to Cross River, it wasn’t really until late 2015 that private broadcasting arrived, when Hit FM began test transmission of signals on its frequency of 95.9.

I’ve always wondered why it took us so long to embrace private broadcasting, knowing that “civilization” got to us quite early. On a lighter note however, maybe it was waiting for Hit FM.

Hit FM therefore became the trailblazer of private broadcasting in Cross River State, and as we know, trailblazing efforts are never easy.

There have been attendant challenges in operating a private radio station that is focused on delivering “the best music and best talk”, 24 hours non-stop. The challenges of power supply & public utility, getting good & high quality content, as well as challenges of nature and technology. In all of these, we have held our heads high, and are contributing maximally to the development of Cross River State.

Hit FM, within its short period of existence has impacted hugely on the pop culture of the citizens, particularly the youths of the state. We have been agents of social change. From our very objective and unbiased position, we have led discourse on very topical issues affecting our dear state and nation. Such unbiased discourse has been hugely beneficial to government, who have been able to get a direct feedback from the citizens (the Governed), and also have used the medium to communicate with the people.

Hit FM has provided an alternative medium, and a voice for the voiceless.

Corporate Social Responsibility (CSR) has been taken to a different level with the coming of Hit FM. Knowing that resources are scarce and that government needs support from the private sector, the station galvanized the city of Calabar within 4 months of its existence to carry out a clean up exercise at the popular Watt Market. An exercise that witnessed over 1000 volunteers. This and a number of other such programmes have also developed in our youths the spirit of volunteerism, which is so badly needed in our country.

Apart from these, Hit FM has created employment opportunities for our youths, and has been at the forefront of advocating for entrepreneurship through our programmes. This, we believe is our contribution towards building the Cross River economy.

We have also during this period carried out charitable activities, that have impacted our immediate environment.

Apart from the CSR achievements, it is on record that Hit FM has revolutionized events in Calabar. We have organized events that have left an indelible mark on the people. We set a world record for the longest non-stop club party last December and same month, we became the first private outfit to float a band at the very successful Carnival Calabar.

Events of this nature serve to engage with the youths meaningfully, and leaves them better educated, informed and exposed.

We are glad that we have been a part of the 50 year history of Cross River State and make bold to say that we see a very bright future for the state, a future that we will continue to play a major role.

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kammonke

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