The radio phenomenon
Sherif Iskander Nakhla switches off the television
As the number of television stations continues to rise the Egyptian TV industry seems to be booming. The launching of homegrown satellites has no doubt contributed to this. Ironically, this expansion is being accompanied by a corresponding resurgence in radio. The Nile Production Company, a recent initiative, is one aspect of this trend. A privately-owned company, it has launched two stations: Nugoum FM (FM Stars) and Nile One, which broadcast, respectively, Arabic and Western pop. To be found on 100.6 and 104.2 FM, both have proven popular already.
"The Egyptian market has long been in need of a revolution in the radio industry, to match the one that took place in the television industry," the marketing manager of Nile Radio Production, Rania Helal, explains, referring to the recent burgeoning of Arabic satellite music channels like Mazzika and Melody. "We are proud that we are the first company to trigger that revolution."
Despite the growing popularity of these two stations, neither has been officially launched; they have permission to be on air for an experimental period. Only music is broadcast, moreover; there are no talk shows, no advertisements and only a modicum of commentary. This would imply a close resemblance to pop radio stations launched by the Showtime Network, which play songs 24 hours a day. But this is not Nile Radio Production's plan.
Ahmed Fahmy, the programme director of Nugoum FM, explained that the principal target of the initial period is to optimise sound quality, which is still being tested and modulated. By the time the stations are officially launched it is likely that there will be an improvement in overall sound quality, he says, though it will be perceptible only to experts.
"Our main goal," Fahmy resumes, "is to communicate with our listeners -- humanise the station."
To achieve this goal the day is planned to start with an upbeat, fast-paced morning show to which the audience will hopefully develop an attachment. This is intended to instill the habit of turning on the radio on waking up -- a routine, Fahmy points out, that is widespread in the West. More generally Nugoum will be a well-rounded entertainment station, even if music continues to be prioritised over other forms of entertainment.
The director of Nile One, Simon Ramsden, an Englishman, reported similar experiences. Besides optimising sound quality, he says, "I'm using this time to figure out what the listeners would like to hear. Being from the UK I'm still figuring out their musical tastes."
Ramsden asks for feedback wherever he goes, over breakfast, while getting a haircut or going shopping. "What is going on here should not be underestimated. This is history in the making," he says.
Before reaching its current stage the company spent three years analysing surveys made by advertising companies. "It has been a tough battle," Ramsden states. "Our research was a continuous learning process that gave us further ideas to add on to our programmes."
Even though new to Cairo, Ramsden is in familiar professional territory. He and Nile One's sound engineer were employees of one of the first professional radio stations in Lebanon, Radio One. Ramsden is still on good terms with Radio One and there are, he says, some shared ideas.
Yet Nile One is an altogether different operation in terms of format, structure and talent.
"We have to carefully select and recruit the right people for the right job," he says. His broadcasting policy can be summarised as follows: "If you don't know what to say, then don't say anything." And he envisages "a very exciting road ahead", which he is already eager to travel.
Audience responses have so far been positive. According to Helal, the company has been receiving masses of phone calls from fans either giving positive feedback or asking about what will happen next.
"I plan to meet and surpass expectations," she says. Helal likewise plans on providing a wider variety of programmes than the usual radio station menu. The object, after all, is to add a new dimension to Egyptian radio, making it more exciting and less formal.
After officially launching the stations the company plans to profit through advertisements. Yet its approach to advertising has a different angle. "We want the ads to feel like part of the family, it is this family feeling that drives the channel," Helal explains.
The implication is that advertisements will be part of the output of the channel, seamlessly mingling with other programmes rather than standing out as separate entities. They will be an integral part of the whole.
Preliminary stages are almost finished, and the two stations are now focussing on final touches in order to polish up the sound and ensure a smooth passage into the next stage. Managers have yet to announce the launching date; although they expect it will be during the first two weeks of July, they'd rather keep it a surprise.
Other than the family feeling, the relative freedom afforded by functioning in an as yet nascent arena is something many appreciate. "I've found it hard to work in the radio industry in the UK," Ramsden reports, "and I said to myself that if I ever got into a position of power, I would give people the kind of opportunity I was never given myself. I would like to give Egyptian DJs a chance to play live on the radio, but of course that would be after careful selection has been made."
Speaking for the company, Ramsden mentions that no risks have been taken because of the sensitivity of running a privately owned radio company. "It creates anger and jealousy on the part of others. Wherever you've got success there is always somebody trying to knock you down," he adds. Precautions include the acquisition of song copyrights and editing out explicit lyrics.
The two stations of the Nile Radio Production Company currently cover Greater Cairo; plans for expansion are already underway. Helal, Fahmy and Ramsden are handling a high budget investment paid by major shareholders. They preside over an infrastructure carefully designed to bring about success. What will come, after the stations are launched, lies in their hands.
