The Standard Group has unveiled two new radio stations targeting both millennial and old school listeners.
Vybes Radio and Spice FM were officially launched on Tuesday morning with the management promising to ensure everyone will be able to listen in both locally and globally through their mobile phones and computers.
While Spice FM will target old school lovers of rhythm and blues loves, Vybes is eyeing to empower the young generation through inspirational music that would transform their lives, according to Head of Marketing Ruth Nyabuto.
On his part, Programmes Controller Elijah Kirimani said Spice Fm will target an audience that is searching for mature talks and music that takes them back to the old days.
Spice FM will broadcast on 94.4 FM in Nairobi while Vybez Radio will air on 104.4 FM.
The launch ceremony was graced by Information and Communications Principal Secretary Jerome Ochieng and Standard Group CEO Orlando Lyomu.
The latest move marks another step in the media house’s expansion spree as it seeks to eat into the market share enjoyed by its rivals, the Nation Media Group and Royal Media Services.
In recent months, Standard Group has launch Swahili entertainment channel Burudani TV, in addition to acquiring Pampazuko and Mt Kenya Star newspapers.
The media house, which is majority owned by the Moi family and businessman Joshua Kulei, also operates KTN Home and KTN News TV channels, in addition to Radio Maisha, the Standard newspapers, The Nairobian, Pulse and Outdoor Advertising Services.
Media watchers will be waiting to see how Vybez will perform in the market given previous failures by KBC’s Metro FM and Nation FM to retain the urban market.
At the same time, Switch TV, which is operated by the Kenya Redcross Society, has failed to cement itself in the youth segment forcing it to offload some of its staffers.
Even foreign music entertainment channels provided by the likes of DStv, GoTV and StarTimes are struggling for audiences in Kenya.