Hit FM @ 10: Beyond the Airwaves

When Hit FM launched a decade ago, social media was reshaping how young people consumed content. Rather than resist change, Patrick Ugbe and his team embraced it. Today, the station stands as a cultural hub, bridging music, civic engagement and creative enterprise across Cross River State. Vanessa Obioha writes

Ten years ago, Patrick Ugbe, Chief Executive Officer of Hit FM Calabar, embarked on a journey to transform the radio landscape in Cross River State. It was a period when digital disruption was just taking hold. Facebook, Twitter, and Instagram were beginning to reshape how people accessed and consumed news and entertainment.

Radio, once largely grassroots in appeal, was becoming more cosmopolitan. Lifestyle and culture-driven programming was increasingly attracting young audiences.

For Ugbe and his team, the task was more than launching another station.

“What we tried to do 10 years ago with Hit FM, was to set up a radio station that would fill a void,” he said. “A brand that will provide an alternative platform for the people, giving them an opportunity to be heard.”

At the time, Calabar—known for its culture, nightlife and tourism—had only two operational stations: the state-owned CRBC and the federal government-owned Canaan FM. There was no privately-owned broadcast outfit. “This didn’t sit well at all for a state like Cross River,” Ugbe noted, “which prides itself on a number of firsts in the country, so we felt the need to correct that as well.”

Yet, the biggest challenge lay ahead: fragmented audience attention. Digital platforms were giving users full control over what they consumed. How could a traditional radio station compete?

“To survive, we chose to adapt rather than resist. This shaped our strategy to move ‘Beyond the Airwaves.’ We realised Hit FM couldn’t just be a sound on a dial; it had to be a movement.”

On February 1, 2016, Hit FM 95.9 went on air, quickly becoming the sound of the city. With programmes such as The Hit Breakfast Show with Duke Emmanuel and The Otwetwe Show with Becky Ugbe, the station positioned itself as the voice of the people.

But Ugbe’s dream was not just about a dial. As he stated, it was more about having several touchpoints that would reach each fragment of its audience.

That same year, Hit FM launched a Carnival Band at Carnival Calabar and became an official media partner of Africa’s biggest street party. The station has since played a key role in amplifying the carnival’s energy beyond city limits.

It also introduced The Clean Calabar Project, a civic initiative that mobilised listeners for environmental campaigns, including clean-up exercises at Watt Market and other public spaces.

In 2017, on its first anniversary, Hit FM launched the Baller Alert Concert, a platform for emerging artists. The concert has helped nurture local talents while hosting established stars such as Seyi Shay, Sunny Neji and Ruggedman.

That year, the station also attempted to break the Guinness World Record for the longest nonstop club party, hosting a 120-hour event. The initiative spotlighted Calabar as a destination for music, culture and celebration.

By August 2017, Hit FM introduced the Tell Your Story: Mind Rubbing Session, hosted by Quinesta Ekom. The programme created a safe space for discussions around mental health, resilience and community development.

Later that year came the Calabar Entertainment Conference (CEC), which brought together creatives, media professionals and entrepreneurs. What began as a one-day event has evolved into a three-day festival featuring speakers and performers such as 2Baba, DJ Jimmy Jatt, Edi Lawani, John Ugbe and Magnito.

Over the years, the station has hosted leading figures in music, film and media, including Don Jazzy, Kanayo O. Kanayo, Mr Eazi, Omoni Oboli, Ini Edo, Efa Iwara, Phyno, Daniel Etim Effiong, IK Osakioduwa, Ebuka Obi-Uchendu, Mr Macaroni, Johnny Drille, Ayra Starr and American gospel artist Jonathan McReynolds.

Mentorship remains central to Hit FM’s mission. In partnership with Edi Lawani, the station established a summer tech school that later evolved into the Calabar Creative Academy, with support from the U.S. Consulate in Lagos. The academy serves as a creative incubator, equipping young talents with industry-relevant skills.

The station also organises the annual Easter Family Funfair, bringing families together for wholesome entertainment.

“By becoming a multi-platform brand that lives on social media, at live events, and in community initiatives, we’ve turned digital disruption into a tool for greater engagement,” said Ugbe.

Still, challenges persist. One major constraint is dependence on imported broadcast equipment.

“Since broadcast equipment is not manufactured in Nigeria, we are constantly at the mercy of exchange rates when upgrading or replacing infrastructure,” explained Ugbe.

“However, another defining ‘risk,’” he continued, “was our early decision to invest heavily in the local ecosystem without immediate returns—such as providing free jingles and promotion for local event organisers to strengthen the city’s creative economy. This operational choice cemented our reputation as a ‘community-first’ brand, ensuring our long-term sustainability through loyalty rather than just transactional revenue.”

Today, Hit FM is widely recognised as a cultural force in Cross River.

“We have moved from being a broadcaster to a cultural catalyst. Subtly, we’ve reshaped discourse through programs like The Public View and our live University Debates, which have fostered democratic engagement and youth leadership.”

He added that the station’s influence is most visible through the CEC, which has repositioned Calabar as a hub for creative thought leadership.

“We didn’t just play the music of the city,” he said, “we helped build the stage it stands on.” As the station marks its 10th anniversary Ugbe reaffirmed that Hit FM will always remain the ‘sound of Calabar.’

“The fact that we are a premium lifestyle brand, built to serve the community. A brand  that continues to provide that alternative voice and a sense of belonging to the people of Cross River. We will always be the ‘sound of Calabar’ committed to the aspirations of our listeners and the growth of the creative sector.”