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Ghana’s number one radio station Peace FM has once again been adjudged the most listened to radio station in a recent survey.

According to an opinion poll conducted by international market research organization, Synovate, Peace FM and its sister station from the Despite Group of companies, OkayFM are heads above all the other radio stations in the country.

Synovate Research Reinvented, one of the world’s top research firms, is the market research arm of global communications specialist Aegis Group plc. Synovate constantly considers ways to develop powerful new services, both through combined interaction and through blue-sky thinking to produce inspired marketing solutions, constructive client-service deliverables and elegant systems.

The survey which compared the listenership between 13 major radio stations and others in Accra adjudged Peace FM and OkayFM as the most popular stations in Accra.

The question asked as part of a general opinion poll was which radio station you listen to. In the WEEKLY RADIO REACH for the Greater Accra Region, Peace FM topped with 66%, followed by sister station, OkayFM – 53% whiles the lowest radio station could only reach 10% of Greater Accra listeners.

Peace FM again reigned supreme regarding Share Listeners with 28%, OkayFM - 18%. Interestingly, OmanFM came third with 9%, followed closely by JoyFM with 8%. Then comes AdomFM with 4%, Asempa, Hitz, Radio Gold (3% each) follow in that order.

In the Ashanti region, the Share Listenership saw Hello FM from the Despite Group of Companies (DGC) tying with Fox FM with 15%.

More than just traditional broadcasters, Peace FM, OkayFM and Hello FM, have evolved into a content-driven company, the home of Ghana’s most popular programs and multimedia leaders with a solid presence in the country, especially with the mass market. The stations deliver services to all Ghanaians on platforms ranging from radio, audio on demand and web – Peacefmonline.com.

With the corporate brand, OBIARA SE EYE, which literarily means “everyone says it is good or ok”, it is therefore not surprising the success of the DGC. This brand mantra which is compelling, admirable and endearing runs through every department and resounds in the minds of their stakeholders and customers.

The station has scooped a lot of awards and has received international recognition and commendation for its tailor-made programmes (Kokrokoo, Entertainment Review, Wo Haw Ne Sen and Ekwanso brebre) and hard-nose for news.

“Kokrokoo” and its versatile host, Kwami Sefa Kayi, especially, have chalked several successes and recipients of “CIMG Radio Program of the Year Award (2004 and 2007), and the Radio and Television Programme Award (RTPA) for Best Morning Show, 2010. Sefa Kayi also scooped the Morning Show Host of the Year (Radio) at the same RTPA. Then at the 20th Arts Critics and Reviewers Association of Ghana Awards in 2008, bald-headed Sefa was adjudged the Best Male Radio Personality.

PeaceFM’s drive-time programme hosted by Fiifi Banson, “Ekwanso Brebre” was adjudged the CIMG Radio Programme of The Year 2010.

Auntie Afia Konadu's "Wo Haw Ne Sen" scooped CIMG Radio Programme of The Year 2001.

OkayFM’s ascent to the second position in a relatively short span (a year in operation) is what makes this survey quite unique, but with programmes such as “Ekwanso Dwodwo”, “Adea Akye Abia”, Akeka keka”, amongst others, it comes as no surprise.

Breaking through the radio clutter in Accra is the most difficult for both established stations and start up and any opportunity to do that is most desirable.

Abeiku Santana, no doubt is an icon and the brand image of OkayFM, however, his interpersonal relationship with Akosua Ago-Aboagye and his drive-time crew, coupled with his combination with the indefatigable Ohenenana Kwame Amo, where they go to town to pick up gossips about people and talk about them on the segment called “Akeka Akeka”, is what has kept the station going.

It has sat well with the audience. Whatever opinions you may hold about their “modus operandi”, it still does NOT negate the fact that those who listen love it.

To the guys and gals at our sister station, we say “Kudos and more grease to your…. But note that the real work begins… May you always come SECOND after PEACEFM in all surveys”.
Source: Beatrice Adepa Frempong/Peacefmonline.com

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