BY PHUMZILE NDLOVU
MBABANE– A decade-long dream becomes reality as Eswatini’s broadcasting landscape opens a new chapter!
After a decade of pursuing a dream which seemed out of reach, Sakha Live FM has been awarded a Free-to-Air Commercial Radio Broadcasting Licence by the Eswatini Communications Commission (ESCCOM), marking one of the most significant milestones in the country’s broadcasting history.
The licence positions Sakha Live FM among a new wave of broadcasters set to reshape Eswatini’s media landscape, ending years of anticipation for greater diversity in commercial radio. More than just permission to go on air, the achievement represents a breakthrough for innovation, entrepreneurship and a new generation determined to redefine how radio connects with audiences.
For Managing Director Melusi “Zox” Dlamini, the announcement is the culmination of a journey that began more than ten years ago.
“We are incredibly honoured, humbled and excited by ESCCOM’s announcement to award Sakha Live FM a Free-to-Air Commercial Radio Broadcasting Licence. This is the culmination of a journey that began at least 10 years ago—a journey built on an unwavering conviction that Eswatini has room for a new generation of broadcasting,” said Dlamini.
He also welcomed ESCCOM’s decision to award more than one licence, describing it as a positive step for the country’s media industry.
“We believe this presents an exciting opportunity to diversify Eswatini’s broadcasting landscape, stimulate healthy competition and create space for new voices, new ideas and new approaches to broadcasting.”
Rather than positioning itself as simply another radio station, Sakha Live FM says it intends to become a modern multimedia platform that places people and opportunity at its core.
The station aims to speak directly to the aspirations of a new generation while remaining firmly rooted in Eswatini’s culture, identity and values. Its vision extends beyond entertainment, with plans to connect listeners to real-time opportunities including employment, funding, skills development, markets, mentorship, investment and professional networks.
Dlamini said the station’s success will not be measured solely by ratings, but by the lives it transforms.
“Too often, people—particularly young people—consume enormous amounts of content while remaining disconnected from the very opportunities that could change their lives. Sakha Live FM is coming to help bridge that gap.”
He revealed that the team has ambitious plans to fundamentally change how audiences interact with radio by creating a platform that actively connects communities with opportunities as they happen.
People, he said, will remain at the heart of the station’s mission.
Sakha Live FM plans to assemble a team of experienced broadcasting professionals while also creating opportunities for emerging talent whose potential has yet to be discovered.
The station also embraces the reality that modern audiences are no longer passive consumers of content.
From citizen journalists and digital creators to photographers, videographers and community storytellers, Sakha Live FM intends to embrace a collaborative media ecosystem while maintaining a strong commitment to credible journalism, trusted information and responsible broadcasting.
“The airwaves will be our heartbeat, but digital will be our amplifier,” Dlamini said, explaining that audiences will be able to engage with the station across multiple platforms beyond traditional radio.
The vision reflects a broader shift in global broadcasting, where radio increasingly extends into digital spaces through social media, streaming and interactive content that keeps audiences connected wherever they are.
Despite entering the market with bold ambitions, Dlamini emphasised that Sakha Live FM is not seeking to replace existing broadcasters.
Instead, he said, the station wants to complement the industry by offering something distinctly relevant to tomorrow’s domestic and international audiences.
“We enter the market with enormous respect for the broadcasters who have served Eswatini before us and continue to serve audiences every day. We are not entering the market to replace anyone. We are entering to offer something distinctly relevant to tomorrow’s domestic and international audience.”
The station’s broader mission is to inform, inspire, empower, entertain and connect communities while creating a platform where people who have often gone unheard finally have the opportunity to be heard.
As Eswatini prepares to welcome a new voice to its airwaves, Sakha Live FM’s licence stands as more than a business achievement. It is a reminder that bold ideas, persistence and long-term vision can reshape industries and inspire future generations of media innovators.
For Dlamini and his team, the countdown to going live has officially begun—and with it, the promise of writing a new chapter in Eswatini’s broadcasting story.
(Courtesy Pic)
