Marvin Arimi, General Manager of Yanga FM and Max FM

Yanga FM leads new wave in broadcasting – Arimi

Yanga FM, is leading a new wave in Nigerian broadcasting with Youth-Focused Pidgin Format.

Marvin Arimi, General Manager of Yanga FM and Max FM, made this assertion while offering insights into Nigeria’s radio broadcast terrain.

The innovative presenter described tt as saturated and fiercely competitive.

Arimi stressed that only stations that drive innovation in content and audience engagement will succeed in today’s media environment.

He described how the surge in radio stations has splintered the market, forcing players to compete for limited resources like talent, advertising spend, and listener attention.

“The industry is oversaturated, survival now depends on the ability to differentiate and innovate.”

The GM positioned Yanga FM as a calculated disruptor. He explained that the station launched with the specific goal of shaking up the Pidgin radio space by engaging urban, pop-culture-driven youth with relevant content in Nigerian Pidgin.

Also Read:Nigerian Media, advertising CEOs offer divergent perspectives on industry evolution

He noted that while most Pidgin-language stations target grassroots listeners, Yanga FM adopts an urban lifestyle identity that blends local language with global resonance.

“Pidgin has become a global language. People now embrace it across continents, and we’re using that momentum to reach young Nigerians with something that feels fresh and authentic.”

The mentor of youths revealed that the team conducted in-depth market research before launching, identifying a clear content gap for Gen Z and millennial audiences.

Also Read:Ad revenue of content creators to surpass traditional media this year

They developed a hybrid format that fuses music, talk, pop culture, and social issues delivered with humor and cultural relevance.

Discussing challenges such as funding, fragmentation, and digital disruption, Arimi pointed out how expensive it is to run a 24-hour station. He cited energy, staffing, and technology costs as major barriers to entry.

The media professional flagged audience fragmentation as another major challenge, caused by the rise of mobile and digital platforms that now compete directly with traditional radio.

According to him, Yanga FM adopts a digital-first strategy that includes visual radio, mobile apps, podcasts, and on-demand content.

Despite these hurdles, he expressed confidence in the medium’s potential. “Radio can still dominate if it evolves. We’re no longer just on the dial, we’re everywhere our audience is.”

Arimi emphasized that programming, professionalism, and originality remain essential for growth.

The on-air personality urged stations to maintain strong content structures, consistent delivery, and storytelling clarity.

He warned that copycat programming has weakened the industry and pushed broadcasters to develop distinct voices,“Originality is not optional it’s survival.”

Also Read:Forging media empires in the age of disruption

The media expert also criticized the erosion of professionalism in the sector, blaming outdated academic curricula and poor remuneration.

He called for overhauls in media education and improved incentives to attract and keep top talent.

Addressing the trend of recruiting celebrities and reality TV stars as radio personalities, Arimi offered a balanced view. “Fame alone isn’t enough.

Confirming that individual must have the skills and passion for broadcasting, he highlighted Big Brother Naija alumna Fina as a good fit.

He therefore noted that her Pidgin fluency and content creation skills made her a strong addition to Yanga FM.

On Max FM’s brand realignment, Arimi confirmed the station has phased out Pidgin programming to consolidate its language offerings under Yanga FM.

He explained that signature shows like “Wetin Dey” now air on Yanga FM, reinforcing its status as the flagship Pidgin station.

Also Read:Do young creatives still need to work for ad agencies in the age of social media?

He explained that Max FM and Yanga FM share visual elements like the red and orange color palettes as a deliberate branding strategy.

Looking ahead, Arimi disclosed that while Yanga FM currently broadcasts only in Lagos.

Arimi said the team is actively exploring national expansion, adding that strong audience feedback and the rising global profile of Nigerian Pidgin have sparked internal discussions to scale the station’s reach.

Also Read:Rage Media Group, championing innovation in Africa

“In a world where Nollywood and Afrobeats have gone global, there’s no reason urban Pidgin radio can’t follow. We’re building more than a station we’re building a cultural platform.”

With its youth-driven model, vibrant programming, and digital-forward approach, Yanga FM looks ready to shape the next chapter of Nigerian radio and possibly influence global trends.