Oman’s newest FM radio station Merge 104.8 began its official broadcast on Tuesday firing up Oman’s airwaves with its fresh, diverse new sound.

Merge 104.8 already hit the headlines last month as recipients of an international Lynx design award for its strong branding and corporate identity.

“Already an award winning brand, we are all nervously excited at today’s first broadcast, after the many months of hard work, creativity and energy it has taken to develop this exciting new model,” says Eihab A. Abutaha, general manager of Sabco Media.

As its name suggests, Merge 104.8 merges Omani and international music and presenters to appeal to the Sultanate’s diverse cultural demographics, he remarked.

Reflecting the different segments of Omani society, the station will offer a mix of music, culture and fun, to deliver rich content served up with a fresh, local flavour.

'Our concept is simple; we are all inspired by the diversity of cultures and richness in our society and Merge 104.8 embraces the demographic mix that forms our nation,' said Abutaha.

Appealing to both traditional and contemporary cultures, Merge plans to remain connected to the community, with its wide mix of entertainment programs.

Each presenter has been specially chosen for their wide appeal, not to mention their wit, charm and ability to engage the audience at all times, he added.

Top presenter Chris Fisher has been announced as host of the breakfast show (6-10am) with his quirky mix of entertainment, information and light hearted dialogue.

Local presenter Rumaitha Al Busaidi will be the host of lunch break show (1-4pm) while the exciting Sayeh Stone is lined up to entertain commuters during the evening drivetime (4-8pm) with her top tracks, live phone-ins and interactive competitions.

Nadim Attieh, station manager, said the programming has been carefully developed, taking into account the varying and evolving tastes of listeners and advertisers.

'Merge 104.8’s mix of Omani and expatriate presenters, and behind the scenes team has been specially selected to offer our audience a myriad of programming styles – an important factor when retaining and create loyalty among listeners – while valuing diversity and remaining respectful to Omani cultures and customs.”

Feroz Khan, director of sales and marketing said the ‘immediate’ nature of radio advertising cannot be underestimated.

'For businesses looking for commercial opportunities on radio, Merge 104.8 is the ideal platform with our cost effective rates and packages,' he added.-TradeArabia News Service