POWER FM is hitting the airwaves in July and many believe the newcomer's entry will change the radio landscape in Gauteng.

The station, headed by former Metro FM talk show host Given Mkhari, will target black listeners between the ages of 25 and 49. It will broadcast in English and be heavy on talk with music at intervals.

Power FM is owned by MSG Afrika Investment Holdings, whose shareholders include Mkhari, its CEO Khanyi Dhlomo of Ndalo Media and Zico's Sandile Zungu.

Despite the threat to steal listeners and advertisers away from other stations, established players and experts are not perturbed and have even welcomed the development.

Metro FM station manager Martin Vilakazi says they are not losing any sleep about Power FM. "I say bring it on; competition is healthy. At 5,8-million listeners we are confident we'll handle them."

Kaya FM MD Greg Maloka says: "We are not threatened. In fact, it'll create amazing opportunities for black people."

Tshwane University of Technology broadcast journalism lecturer Tshamano Makhadi says: "I believe it's a great idea in a developing country like ours to have more players."

Sandra Roberts of the Institute for the Advancement of Journalism also has a positive view.

On Power FM's target market, she says: "This segment includes born-frees who are today's youth and make up the biggest segment of our population and the most disenfranchised.

"These people have things to say and lack platforms to say them from."

phindis@sundayworld.co.za