MBABANE – The Eswatini Communications Commission (ESCCOM) has awarded Sakha Live FM a Free-to-Air Commercial Radio Broad-casting Licence.
The Managing Director, Melusi Dlamini said this marks the culmination of a decade-long journey to bring a new voice to the nation’s airwaves.
Sakha Live FM welcomed ESCCOM’s decision to issue multiple licences, noting that the move will diversify Eswatini’s broadcasting landscape, foster healthy competition and introduce fresh perspectives. “We are deeply grateful for the incredible support, interest and messages we have already received from members of the public. We pursued radio because we believe there is room for a platform that speaks directly to the aspirations of a new generation while remaining deeply rooted in our culture, our identity and the development of our country. A platform that does not only inform people about opportunities but helps connect them to those opportunities. Too often, young people consume enormous amounts of content but remain disconnected from the very opportunities that could change their lives: Jobs, funding, entrepreneurship opportunities, gigs, skills, markets, mentorship, investment and networks,” said Dlamini.
Sakha Live will help bridge that gap. The station already has some exciting plans and they have ideas that they have been developing for years and initiatives that they believe could fundamentally change how audiences interact with radio. “We are deliberately keeping some of these plans close to our chest for now. When the time is right, we will unveil them. Our ambition is to build a platform that creates opportunities, facilitates meaningful conversations and contributes positively to the lives of our listeners, ultimately, our success will be measured by lives we transform, “said the director.
Dlamini said this is a legacy that he wants to build. “People will be at the heart of Sakha Live FM. Building the right team is central to our vision. We intend to bring together highly respected and experienced professionals while simultaneously opening doors for talented people whose gifts may not yet have been discovered. We want Sakha Live FM to become a place where excellence is rewarded,” added Dlamini.
The Sakha Live director also added that as they enter this market with enormous respect for the broadcasters who have served Eswatini before and continue to serve audiences every day. “We are not entering the market to replace anyone. We are entering to offer something distinctly relevant to tomorrow’s domestic and international audience. Our responsibility is to build something worthy of the trust that audiences will place in us. We also understand that the future of media is no longer confined to the radio receiver,” he said.
The airwaves will be their heartbeat, but digital will be their amplifier. The stations content will extend beyond the airwaves, allowing audiences to engage with Sakha Live FM whenever and wherever they are. They recognise that people are no longer simply consumers of content. They are creators, commentators, storytellers, photographers, videographers and eyewitnesses. Citizen journalists and digital creators can play an important role in building a vibrant media ecosystem. They see them as partners in telling the Eswatini story. At the same time, their responsibility will remain clear, credible journalism, trusted information, meaningful storytelling and responsible broadcasting. Sakha Live will be built as a modern multi-media platform that seeks to inform, inspire, empower and give people who are too often unheard a chance to be heard.
Sakha Live managers have ambitious plans and significant work is already taking place behind the scenes. “However, we are not at liberty to disclose our financial figures, detailed investment breakdowns or certain aspects of our equipment, infrastructure and investment strategy at this stage. We are entering an increasingly competitive space and some elements of our strategy will deliberately remain confidential until we are ready to launch. We also understand that credibility is earned through delivery. Therefore, when Sakha Live FM officially launches, we intend to tell the full story,” affirmed the director.
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