Rise FM

There are many radio stations in Malawi, however, almost all of them put much of their attention on politics, with a few others dwelling much on the rights of children and women. The remaining few that give a variety of information, has its audience not well targeted. When radio stations are addressing the youth, the language that is spoken is entertainment, which others may not be interested in. In cases where they are interested, it is impossible to be entertained when you lack basic needs. Therefore, Rise FM perceives a lack of information that would aid individual development of the youth.

Rise FM is targeting an age bracket between twenty-three to thirty-five. This age has been chosen as the radio believes that this is an age that is capable of making significant choices that can change the direction of society (ibid). Nowadays radio stations are interested in trivia and entertainment. But the station believes that this age group deserves more. The station is certain that this is a group that is trying to build families and make something out of themselves. Within this age are a group of people that are graduates, college students, employees, self-employers, farmers, and the non-employed. Thus, the station is established to help them realize their dreams. To those that missed certain opportunities or some level of education, the station is there to motivate them that not all is lost; there is still time to make something for themselves.