How a Nigerian radio station is breaking new ground in family entertainment and inspiring young minds.

The Vision Behind Kids FM
In a world dominated by screens and streaming, one radio station is proving that the power of sound can still bring families together. Kids FM, Nigeria’s first Kids/Family-centric radio station, is not just entertaining children, it’s inspiring a generation, empowering parents, and redefining what it means to be a media brand in the digital age.

MARKETING EDGE sat down with the visionary team behind Kids FM, Serge Noujaim, CEO; Femi Obong-Daniels, General Manager; and Prince Daniel Aboki, Programs Director, to uncover the secrets of their success, the impact of their initiatives, and their ambitious plans for
the future.

Serge Noujaim, CEO of Kids FM, shared the inspiration behind the station: “The idea hit me during what I like to call ‘The Great Backseat Rebellion.’ I was on a long road trip with my kids, and within 30 minutes, the car was a war zone, whining, arguing, and general chaos. I  thought, ‘There has to be something that can keep them entertained and maybe even teach them a thing or two.’ That’s when the concept of Kids FM was born. It’s my secret weapon now—when the kids get restless, I just tune in, and suddenly, everyone’s singing along or glued to an amazing story. It’s a lifesaver for parents!”

A Family-Centric Approach to Media
Kids FM has carved out a unique niche in the crowded media landscape by staying true to its family-first approach. Serge Noujaim explained: “We’re not here just to entertain; we’re here to spark curiosity and create memories. From educational shows to parent-friendly advice, we’re crafting a brand that resonates across generations. And let’s not forget our digital platforms, we’re ensuring families can tune in anywhere, anytime via our Kids FM App. Plus, who doesn’t want a break from endless reruns of cartoons?”

Prince Daniel Aboki, Programs Director, added: “Our shows are like a box of crayons; bright, colourful, and full of possibilities! Whether it’s an educational segment that makes math sound exciting or a music hour that turns the living room into a dance floor, we’re curating moments that bring families together. The goal is to make learning and fun inseparable.”

Beyond the Airwaves: Events and Community Engagement; Kids FM isn’t just about what’s on the airwaves; it’s about creating
memorable experiences for families.

Femi Obong-Daniels, General Manager, shared: “We’re a movement! From our pop-up Family Ice Cream truck tour to our YouTube channel, ‘Jojo Kids FM TV,’ we’re creating a 360-degree family experience. It’s about bringing smiles to faces and making family time cooler than ever. Plus, where else can you find kids and parents dancing to the same playlist?”

Flagship Events:

• Kids FM Festival: An annual Children’s Day celebration that brings families together for a day of fun, creativity, and
learning.
• Kids FM Praise Jam: Already a household name, Praise Jam continues to unite families each December with music, entertainment, and festive activities. Now, under Kids FM, it promises an even richer experience for all.

Community Engagement:
• Kids FM Club: A vibrant community where families can connect, participate in activities, and enjoy exclusive content.
• Jojo Kids FM TV: A YouTube channel offering a treasure trove of fun, educational videos for children.

The Future of Kids FM
Kids FM stands on the brink of a transformative phase, with plans to expand operations to Abuja and Port Harcourt well underway.

Serge Noujaim shared his vision: “In five years, I see Kids FM as the leading name in family-centric content and experiences across Africa. With expansions already underway in Abuja and Port Harcourt, our journey is just beginning. One day, we might even bring Kids FM to every home, every playground, and every family gathering across the continent. After all, the best dreams don’t have limits and, neither do we!”

Femi Obong-Daniels added: “In five years, Kids FM will be the gold standard for family media. We’ll be the Spotify of bedtime stories and the Netflix of kids’ radio. Innovation is in our DNA, so expect bigger events, cooler content, and maybe even a Kids FM theme park. Hey, if Walt Disney could do it, so can we!”

Marketing Lessons
Kids FM’s success offers valuable insights for marketers and media professionals:
1. Know Your Audience: Kids FM’s deep understanding of families’ needs and pain points has been key to its success.
2. Create Memorable Experiences: Beyond content, Kids FM builds emotional connections through events and community engagement.
3. Leverage Multiple Platforms: From radio to digital, Kids FM ensures its brand is accessible everywhere.
4. Stay True to Your Mission: Even during challenges, Kids FM’s commitment to its vision has driven its growth.

Q&A: Digging Deeper into the Kids FM Success

MARKETING EDGE: How do you balance entertainment and education in your programming?

Prince Daniel Aboki: We believe learning should be fun. Our shows are designed to entertain while subtly embedding key lessons. Whether it’s a science experiment disguised as a fun challenge or a history lesson wrapped in an adventure story, we make sure every moment is engaging.

MARKETING EDGE: Digital platforms are a big part of media today. How is Kids FM integrating digital with radio?

Femi Obong-Daniels: Radio is just one piece of the puzzle. Our content is repurposed for YouTube, Instagram, and our mobile app to ensure that families can engage with us anytime, anywhere. Plus, our social media challenges and interactive content keep the audience involved beyond traditional listening.

MARKETING EDGE: What challenges have you faced in building Kids FM, and how have you overcome them?

Serge Noujaim: Building something new always comes with challenges—whether it’s getting advertisers to see the value in
kids’ media or ensuring content stays fresh and relevant. But we’ve built an engaged community, and that’s our biggest strength. The response from families has been overwhelming, and that keeps us pushing forward.

Closing Thoughts
Kids FM is more than a radio station; it’s a movement that’s inspiring families, empowering young minds and setting a new standard for media in Africa. As they expand to Abuja, Port Harcourt, and beyond, one thing is certain: the best is yet to come.

Tune in to Kids FM and discover how innovation, engagement, and heart can transform the media landscape.