Lady Doja Allen expands Cardinal Broadcasting with 93.5 Area FM

Lady Doja Allen, CEO of Cardinal Broadcasting Limited, is expanding her company's reach in Nigeria's radio sector with the launch of 93.5 Area FM, adding a second station to the firm's lineup. Cardinal Broadcasting currently operates City 101.5 FM, a Lagos-based radio station. The introduction of Area FM signifies a pivot from a single radio brand to a more extensive broadcasting business, as stated by the company.

This move comes at a time when Nigeria's largest privately owned radio networks have been developed by a limited number of male executives and entrepreneurs. Allen has dedicated over 15 years to Cardinal Broadcasting and has played a crucial role in the management and growth of City FM. In her capacity as managing director and chief executive, she is accountable for the company's strategic direction, business development, and broadcasting operations.

Nigeria boasts one of Africa's largest and most competitive media markets, with radio serving as a primary source of news, entertainment, and public information. Nevertheless, broadcasters confront escalating rivalry from social media, streaming services, and other digital platforms for audience attention and advertising revenues.

This expansion also provides the company with the opportunity to develop a larger media operation, potentially featuring separate stations catering to various segments of Lagos' diverse population. Ameen Mousalli is linked to the AIM Group, which encompasses Wazobia FM, Nigeria Info, and Cool FM. Chris Ubosi, who previously collaborated with the group, established Megalectrics Limited, which manages Classic FM, The Beat FM, Naija FM, and Lagos Talks.

Tajudeen Adepetu, the chairman of Group8 (formerly Consolidated Media Associates), has cultivated a portfolio that includes Soundcity Radio Network, Correct FM, Urban96 Radio, alongside the company's television ventures. Allen's expansion aligns her with other executives striving to construct a larger radio business rather than solely depending on a single station.

Her role is noteworthy in an industry where many prominent private radio groups have traditionally been led by men. However, the true importance of this development hinges on whether Cardinal Broadcasting can transform the extra frequency into a profitable business. The introduction of 93.5 Area FM symbolizes both an expansion of Allen's responsibilities and a new phase in Cardinal Broadcasting's endeavor to establish itself as a multi-station radio operator.