Licence Issued For New Radio Station

Friday, June 11, 2004

A little more than one week after it was announced that an application was made to the Information and Communications Technology Authority (ICTA) by dms Broadcasting Ltd for three new radio stations, another radio licence was issued to Panorama Productions.

Dave and Angela Martins, principals and directors of Panorama Productions, confirmed that the company had received the licence from the ICTA on Thursday, 3 June.

The new station, which will be found at 96.5 on the FM band, now holds the ninth radio licence in the Cayman Islands. It is expected to debut within six to eight weeks, with music programming featuring a wide range of adult contemporary, rhythm and blues, popular and Caribbean music.

Mrs Martins, a former Director of Tourism who recently held the post of Executive Director of last year’s Quincentennial Celebrations, said that a dedicated team was now actively at work behind the scenes to set up the station, procure and install its equipment and scout for staff. She promised that the station would bring a fresh and exciting dimension to local radio. “Special attention will be given to offering a type of programming that will give a wider choice to both listeners and advertisers in the community,” she stated.

Mr Martins, who will serve as Creative Director, stated that the station aimed to guarantee corporate businesses a reliable conduit for their messages and products. “Through this medium, we aim to assure corporate Cayman of the response of their targeted audiences based on the credibility and appeal of the station’s products, services and programmes.”

In addition, Mr Martins noted that sections of the station’s programming, entertainment, music and fashion would be geared towards a Caymanian lifestyle. “It is a feature that will define this radio station and create the effervescence and sophistication that will all be part of its style.”

Randy Merren, owner of Cayman’s first radio station, Z99 FM and of Rooster 101, said he welcomed the competition, but warned of the difficulties of the country sustaining so many stations, especially if the dms Broadcasting bid for three more was successful. “It’s a limited advertising market here, and there are already 22 publications including two newspapers, and one television station to go with all the radio stations. The market hasn’t grown in proportion to the number of companies fighting for advertising.”

Still, Mr Merren thinks his stations will continue to do well. “We have a track record,” he said, “The new stations will have to break into the market, and it’s going to be tough. We’re going to give them a hard time, but I wish them the best of luck.”

One thing Mr Merren disagreed with was the potential for dms Broadcasting to get three licences. “I think they should get one licence and prove that they can cut it, and then go from there. I had my first licence for 10 years before I was told I could apply for another one.”

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