CORPORATE Area-based radio station Nationwide 90FM signalled its intention to be a major player in Jamaica’s entertainment space by unveiling a roster of newly recruited hosts at a launch at its Bradley Avenue headquarters in St Andrew on Monday.

The occasion saw the black-clad Honica “Honi-B” Brown and promoter Kareem “Bwoyatingz” Weathers, as well as singer Denyque and comedian/selector Trippple X making a grand entrance to the station befitting that of heads of state. They arrived at the venue aboard black 5-series BMWs outfitted with police outriders.

Minutes later former television host Pepita Little, also clad in black, showed up on the back of a motorcycle ridden by well-known stunt rider Barrington “Daylight” Heslop.

Cliff Hughes, chief executive officer, executive producer-editor at Nationwide 90FM, said the new-look radio station was in response to requests from its listeners and viewers.

“Radio, as we know it, can’t remain as we were; anybody who does that will be left behind. Nationwide has built a reputation of being a serious player in the national media landscape. We are known for breaking news; cutting-edge news, as well as commentary and analysis. We also cover national events. But more and more, our listeners, our viewers, our consumers have been asking…after the news, give us some balance; give us some lifestyle content that we can enjoy after the hard-nose news and current affairs issues…and we have listened,” Hughes told the Jamaica Observer.

According to Hughes, the station will be introducing the Entertainment Block from 1:00 pm – 5:00 pm on Mondays to Fridays.

“So, after seven hours [from 6:00 am to 1:00 pm] of continuous news, commentary and public affairs, we take a break in the middle of the afternoon. We have created the Entertainment Block with four, young, talented, broadcasters and media practitioners in Honi-B and Kareem ‘Bwoyatingz’ inside 3:00 pm to 5:00 pm known as the E-Zone. However, from 1:00 pm to 3:00 pm Denyque and Trippple X — two well-known, strong, social media influencers — are going to come nice up the tings inside ‘The Sound Off’,” said Hughes.

Pepita will be host of the 8:00 am – 11:00 am and 2:00 pm – 4:00 pm slots on Saturdays, dubbed the Weekend Meltdown, and Outside with Pepita, respectively.

These new programmes follow the departure from the radio station at the end of December of radio personalities Khadine “Miss Kitty” Hylton and Emprezz Golding.

Hughes shared his vision with the new thrust.

“Our strategic objective is the people who listen to Nationwide… and that demographic group will be broadened and become more diverse. We are now going to attract a new group of listeners… younger, hip, more mobile, while continuing to build on our bread-and-butter audience—the group over 45. So, we are creating a sustainable future for the business, that we can offer to our advertisers— listeners and social media viewers from 19 to 65 years old,” he added.

— Brian Bonitto