By Mudassir Raja
The unjust blockade of Qatar, for all its malafide imprint, has only served to make citizens and residents alike more resilient. The country has made sterling headway in most fields despite the adversity.
The challenge was converted into an opportunity with wisdom and perseverance. Like many other fields, the radio industry also witnessed a boom as many FM stations obtained license after the blockade. Before the siege, the residents of Qatar used to listen to FM radios aired from the neighbouring Gulf states.
The 94.6 FM Mazaji is one such FM station that recently completed its first year with success as the radio continues to get popular primarily among the Qatari youth. It is an Arabic language entertainment radio that broadcasts from Doha.
Mazaji was launched on December 18, 2018 with a bang.
Talking to Community, Kawther Abderrahmane, Administrative Co-ordinator of Mazaji, said, “Mazaji FM is all about the youth of Qatar. Its mood is overwhelmingly Khaleeji (Gulf). We air primarily Khaleeji music according to the taste of the Qatari youth. All our programmes and shows are available online as well.”
Giving an overview of Mazaji FM, Kawther added, “Mazaji radio brings to Qatar, for the first time, a contemporary and trendsetting programmes grid that includes variety of songs and other music. The grid also includes different contest shows that offer high value cash prizes and various kinds of vouchers and prizes. Live and interactive talk shows discussing different social issues have fast become a hallmark of the radio. Exceptional live programme on FIFA, special interviews, city events and happenings, cinema show, technology and innovation show and live talent shows are also getting popular. Another specialty of Mazaji is its short programmes covering topics such as health and wellness, nutrition, sports, arts, fashion, and tourism. Last but not least, Mazaji mostly broadcasts live from important high-traffic public events from its exclusive studio on the location.”
Stressing on the power social media linkage that Mazaji has, the administrative co-ordinator said, “Mazaji FM leverages the power of social media, popular social media influencers and digital personalities as one of its essential marketing tools to constantly connect with the masses, boost its audience listenership, interactivity and engagement and to produce research based radio programmes that stand out in the radio landscape in Qatar with a distinct edge.”
When asked about the most popular programmes running on Mazaji, Kawther said, “There are four major programmes namely; Mazaji Navigation, Waqta, FIFA 2022 and Mazaji Cinema. Further, majority of audience highly appreciates the variety of songs we play.
“FIFA 2022 is a strategically developed programme for the millions of football and radio fans in Qatar. The programme comprises of highly engaging short duration segments and content focused on Qatar 2022 and the football world in general. With audience call-ins, interactivity, fun, prominent guest interviews, experts, officials, social media influencers’ participation and the exciting audience contest in every episode, the programme makes it overall a wonderful package and great opportunity to connect.”
About other programmes, Kawther said, “Waqta discusses different social topics and issues. The presenters discuss the selected issues with guests, usually prominent personalities, and take calls from the listeners. In the recently concluded Darb Al Saai, we had this programme renamed as Waqt al-Watan that was liked by the listeners very much. Our programme Navigation highlights major events and happenings coming up or going around in Qatar. It is getting very popular as we keep the listeners updated about what interesting is going to come to Qatar. As far as Mazaji Cinema is concerned, the programme daily discusses different movies, box office success and the upcoming cinema.”
Speaking further about the audience profile, Kawther said, “Mazaji FM audience primarily comprises of middle and upper income group Arabs aged 15-35 years (both Qatari nationals and other Arab residents). As much as 57% of Mazaji FM audiences are Qatari nationals.”
The co-ordinator further added. “Mazaji FM is trusted by prominent entities in Qatar to name a few, Ooredoo, Baladna, Qatar Insurance Company, Ali Bin Ali, Ministry of Interior, Al Shaheen Group, Power Hosue, Café 11:11, Diet House, Crab Pot, Ciragan Fashion, Qatar National Convention Centre, Qatar Airways.”
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