A long list of media companies entered the Nigerian market back in the 90s, but Consolidated Media Associates , the parent company of SoundCity Radio and television has been intentionally private and stealthily thriving.
However, his array of media assets that currently includes, in total, 12 television channels, six terrestrial radio, six digital radio, and 12 experiential platforms. Adepetu has built what analysts have described by many as one of the largest media networks in Africa. Adepetu and his team have certainly been busy, even if they don’t say it much. Since 2020, he has been building Group 8, firing on all cylinders. From teasing out a new vertical called Access 24 to hushed plans to disrupt gaming and digital media across the continent, these moves are helping Adepetu build beyond its staple brands like SoundCity, Spice TV and Urban Radio.
“The beauty of Access 24 is talk. Music is great, and will feature moderately on the station, but news and talk will be predominant,” says Adepetu, whose first love, he confesses, was radio. This passion for radio he has emphasised by establishing thriving radio stations in Kenya and South Africa, and one in Ghana that is temporarily off-air to resume operations shortly.
“Group 8 is more than just radio, even though that was the bedrock upon which we’ve grown all these years. But the future,” says Adepetu “is really about audience retention in the spaces and formats that they gravitate to, which right now is largely digital.”
Source: News Formal (newsformal.com)
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