ICONConnect says its proposed commercial radio licence marks the beginning of a new chapter for the country’s broadcasting industry and promises programming shaped by listeners’ needs.
Director Phila Koshin said the company was excited after the Eswatini Communications Commission (ESCCOM) proposed awarding Icon PB Media (Pty) Ltd, trading as IconConnect, one of two new Free-to-Air Commercial Radio Broadcasting Service licences. The proposal is still subject to a public consultation process before ESCCOM makes a final decision.
Koshin described the development as a significant moment not only for the company, but also for local citizens, who he believes have long wanted more diversity in radio broadcasting.
“It is exciting. It is not exciting just for me, but also for Emaswati because, for the longest time, people have been asking for more than what they have been given,” he said.
He said the proposed licence was the result of years of experience in the broadcasting industry. Koshin said he had spent more than two decades working in radio, including at the South African Broadcasting Corporation (SABC) and he played a role in building one of South Africa’s well-known commercial radio brands.
“I have well over 20 years’ experience in radio. It has always been a dream to see whether we could build something meaningful in Eswatini as well,” he said.
He added that most members of the IconConnect team were Emaswati and had welcomed the proposal with enthusiasm. On the station’s programming, Koshin said listeners could expect content that reflected their daily lives while remaining informative, educational and entertaining. Without revealing the station’s full programming plans, he said the content would focus on issues that matter to people across the country.
“The content is for the people, by the people. It will inspire, motivate, educate and entertain. Most importantly, it will be relevant to the everyday lives of both young and older listeners,” he said. He added that the station would appeal to audiences in urban and rural communities while maintaining a modern commercial radio feel.
Koshin also said the company intended to use the platform to grow the local creative industry by promoting local talent and creating employment opportunities. He said Icon PB Media had already contributed to developing local artists and remained committed to strengthening the country’s arts and entertainment sector.
“I have always been passionate about helping young people. We want Emaswati to see that music, broadcasting and the creative industry are not just hobbies. They are real professions who can create jobs and sustainable careers,” he said.
Koshin, who also serves as chairperson of the Eswatini Theatre Club, said the company hoped to take locally produced content beyond the country’s borders. “Our vision is not to keep our content within Eswatini only. We want to share it across Southern Africa and eventually with the rest of the world,” he said.
Although he declined to discuss the company’s business strategy, Koshin expressed confidence that IconConnect was well prepared to compete in the commercial radio market. He said the company’s experience in radio consulting, media buying and working with broadcasters in South Africa had positioned it strongly for the challenge ahead.
“We welcome competition. Healthy competition improves the industry, and we believe our experience and what we will offer listeners will keep them coming back,” he said. Koshin also assured the public that the station would prioritise credibility and audience engagement if the licence is confirmed.
“Our greatest asset is the audience. We promise accurate news, fresh ideas and quality content. More importantly, we promise to listen to what Emaswati want because this station is for Emaswati, by Emaswati,” he said.
ESCCOM has invited members of the public and stakeholders to submit comments on the proposed licence awards before making its final determination.
