Transworld Radio (TWR) Malawi would from this Sunday 1st January 2012 be using “Your Friendly Voice” thus dropping the phrase “in Africa” as it has been known all these years.
In a statement sourced by Nyasa Times, it says that in November 2009, the International Leadership for Trans World Radio directed that all TWR ministries and partners move to using the tag name TWR and the tagline “Speaking Hope to the World.”
“These words when translated locally were found to clash with one of Malawi’s FM radio station’s identity. This made TWR Malawi not to adopt this to local languages and as a national partner, was eventually allowed to continue using Your Friendly Voice in Africa,” reads part of the statement signed by acting national director Victor Kaonga.
TWR Malawi had since the 1980’s been using “Your Friendly Voice in Africa” meant for the Africa-wide radio outreach. TWR Malawi continued to use this even when it started the FM network in 2001.
Kaonga said that as part of their marketing and resource mobilization initiatives and dynamics, a proposal was put to the board to make changes on the tagline. He added that technological changes will offer other delivery channels beyond the African boarders hence no need to limit oneself geographically.
He said that this tagline “has in some way disadvantaged” TWR Malawi in that listeners think they have global support.
“The new tagline emphasizes ownership by listeners and consequently helps in resource-raising. We feel that the new local tagline can enhance TWR’s image, visibility and resource mobilization efforts in Malawi,” the statement said.
Locally TWR Malawi will be identified with “Liwu Lanu Lachikondi” (Chichewa), “Lizgu Linu Lachitemwa” (Chitumbuka) and many other local languages as it sees fit.
In 2011, Trans World Radio celebrated 25 years of work in Malawi ten of which have been broadcasting using the FM signal countrywide.
Recently monitored reports by Nyasa Times show that the station has voices of former MBC employees David Kamkwamba and Joshua Kambwiri-a development that Kaonga said should not be a surprise as Kamkwamba is new Programmes Manager while Kambwiri offers services on voluntary basis.