Sakha Live FM Welcomes Free-to-Air Commercial Radio Broadcasting Licence

By: Nkosiyabusa Nsibande

Sakha Live FM has welcomed the Eswatini Communications Commission’s (ESCCOM) decision to award it a Free-to-Air Commercial Radio Broadcasting Licence, describing the development as the culmination of a journey that began at least 10 years ago.

In a statement issued by Sakha Live Media Group, Managing Director Melusi “Zox” Dlamini said the company was honoured and excited by the licence award, which he said reflected a long-standing conviction that Eswatini has room for a new generation of broadcasting. The company also welcomed the Commission’s decision to award more than one licence, saying this could help diversify Eswatini’s broadcasting landscape, stimulate healthy competition and create space for new voices, ideas and approaches to broadcasting.

Sakha Live FM said its decision to pursue the licence was driven by a belief that there is room for a platform that speaks directly to the aspirations of a new generation while remaining rooted in Eswatini’s culture, identity and values. According to the company, the station will seek to address the gap between content consumption and access to opportunities, particularly among young people. Its programming is expected to connect audiences with opportunities such as jobs, funding, skills development, markets, mentorship, investment and professional networks.

The station said its success would ultimately be measured by the lives it transforms, with people positioned at the centre of its vision. It said building the right team would therefore be critical, combining experienced professionals with talented individuals whose abilities may not yet have been discovered.

Sakha Live FM also recognised the growing role of citizens as content creators, commentators, storytellers, photographers, videographers and eyewitnesses. It said citizen journalists and digital creators could contribute to a vibrant media ecosystem, while stressing that its operations would remain anchored in credible journalism, trusted information, meaningful storytelling and responsible broadcasting.

The company further indicated that its business model would extend beyond traditional radio broadcasting as digital platforms increasingly shape how audiences consume and interact with media. While the airwaves will remain central to Sakha Live FM’s operations, the company said digital platforms would serve as an amplifier, enabling audiences to engage with its content whenever and wherever they are.

Sakha Live FM said it intends to create an environment where excellence is rewarded, creativity is respected and opportunities are created. The station also expressed respect for existing broadcasters that have served Eswatini audiences over the years. Rather than seeking to replace existing broadcasters, Sakha Live FM said it was entering the market to offer an approach it believes will be relevant to both domestic and international audiences.

The company described Sakha Live FM as a modern multimedia platform that will seek to inform, inspire, empower, entertain and connect audiences, while providing people who are often unheard with an opportunity to be heard. Dlamini said the company was excited about the opportunities ahead as Sakha Live FM prepares to enter Eswatini’s broadcasting market under its newly awarded commercial radio licence.