98.4 Capital FM

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98.4 Capital FM
Image:984Capital fm logo.gif
Broadcast area	Nairobi
Frequency	98.4 MHz
Format	Contemporary
Owner	Chris Kirubi
Website	www.capitalfm.co.ke

Capital FM is a Kenyan urban music radio station which made its debut in September 1996. Its offices are currently situated on the 19th floor of Lonrho House, along Standard Street in Nairobi's Central Business District. It is owned by leading Kenyan entrepreneur, Chris Kirubi.

[edit] Background

It was the second FM station to be opened after 101.9 Metro FM shortly after the liberalization of Kenyan airwaves. Since then, a number of other FM stations have been started catering to all tastes, but 98.4 Capital FM continues to be a popular station especially among the middle-class and upper-class markets. They play a mixture of hip hop, RnB, rock, neo soul, new jack swing, world music, jazz, techno and dance music as well music from the local artists. They have a show for local music called the "East African Chart show", playing what's hot in Kenya, Uganda and Tanzania.

Profile

Its consumer promise is to always provide “The Best Mix of Music” Capital FM is a cosmopolitan station, transcending all age, sex and cultural boundaries. Capital FM caters to 2 types of consumers: - Listeners Advertisers Listener Demographics: A, B, C 1 socio economic group, aged 12- 55yrs. Capital FM is heard in Nairobi and its environs, Mombasa, Western Kenya, and worldwide on our website www.capitalfm.co.ke.

Research shows that Capital FM is the station to use when targeting an A, B, and C1 socio economic group, as this target market represents consumers with considerable spending power, and are ready and willing to enter into purchase. Capital FM Brand Attributes

Capital FM is: -

- Entertaining - Dynamic - Interactive - Opinion Shaping - On the cutting edge - Trend Setting - Modern - Aspirational

Capital FM Products

Some of Capital FM’s products and services include:  Promotions  Events/Outside Broadcasts  Sponsorship Opportunities  Commercials/Creative Services

Promotions- if you are looking for something creative, fresh, and sure to make an impact/impression, Capital FM’s creative team has the expertise and imagination to devise promotions that fit in with the a particular product/brand. These promotions range from on air competitions and out side activations.

Events/Outside Broadcasts- Capital FM organize tailor made shows that are specifically designed to bring out excitement around the particular event, thus appealing to those listening in from the office, at home or in their cars. These events work within client’s promotion objectives, and add value to the activations. Events and Outside Broadcasts create excitement and hype, and obtain immediate feedback on the ground from Capital FM’s presenters.

Sponsorship Opportunities- through Capital FM’s many shows and features, we are able to create positive brand associations for a client’s brand/product. Listeners will constantly be exposed to the product through repetition and high profile. Capital FM will devise specific sponsorship opportunities around a client’s brand objectives, and the variety of our shows and features means there’s something to suit any corporate image and target market.

Commercials/Creative Services- If you’re looking for a higher level of commercial production work, Capital FM offers an integrated service to our clients, taking care of everything from scripting to jingles, VOX Pops and the final polished commercial. In addition, our advertising rates are highly competitive and geared toward adding value to our clients. We suggest that you take up either one of our products depending on your budget.

Popular Kenyan radio host Caroline Mutoko, now based at Kiss 100 FM in Nairobi, first worked at Capital FM.

[edit] Notable Presenters

Eve D'Souza is a popular presenter especially among the youth. Better Known as the "Queen of Kenyan Hip Hop," she joined the station in 2001. She presents "Hits Not Homework" which airs Monday through Thursday between 16.00 - 19.00 GMT. The show mainly plays rap and hip hop, and more recently crunk. She, along with DJ Adrian, is one of the longest serving presenters currently at the station.

One of the features on her show is Chit Chat.

CHIT CHAT

WHAT IT’S ALL ABOUT

Chit Chat is a daily feature that runs from Monday to Thursday on 98.4 Capital FM in Kenya where the listeners are given the opportunity to call, email or SMS the studio and tell the on air presenter about some of the issues that they are facing that they would like advice on. The topics of discussion normally range between, break ups, how to handle various situations in a relationship, HIV/AIDS, promiscuity, abstinence etc. ideally, the topics lean towards relationships. The on presenters read out their issues and ask the listeners to provide probable solutions on how the issue can be tackled.

The target audience is ideally the youth (13-21 years) but the spill over effect can be felt even with the older listeners who can relate to these issues or want to find out more about the lives of teenagers today.

The presenters read out some of the texts and emails that the listeners have sent in and attempt to use that and their personal opinion to guide the topic to come up with a solution to the issue at hand. Point to note is that the listener is offered options to which they can use to make their decision.

Previous campaigns have indicated that the teenagers respond better to comments made by their fellow peers compared to that of adults. They feel like the adults do not understand them and thus are not an authority on the matter. However, a break through can be made when you include fellow peers in the process. Somehow they believe their peers are living through the same time as they are and can relate better to the problems at hand. The older generation is deemed as boring, old fashioned and will impose their backward ideologies on them.