AFTER JUST ONE YEAR ON AIR, ISAAC 98.1 IN TOP THREE

“We have been fooled into thinking that all our people want is the vulgarity and bacchanal. ISAAC seeks to raise the standard. We will do it through positive programming. People want prayer. They want inspiration and something that provides real answers to life’s challenges.” Margaret Elcock, CEO, ISAAC 98.1

The only Christian (Pen-tecostal/Evangelical) radio station in Trinidad and Tobago has emerged as the third most listened to in just one year of its existence. This was revealed by the latest results of the Market Facts and Opinions (MFO) Media Track Survey. The survey was conducted between September 21 and October 04, 2003. Currently there is a total of 22 radio stations.

Radio ISAAC 98.1 is an arm of the Family Focus Broadcasting Network (of which yours truly has the honour of being a member of the Board of Directors). The station was born on August 31, last year, when its first broadcast graced the airwaves of TT. ISAAC’s impact was immediate. The September/October 2002 media survey showed “baby” ISAAC in the sixth spot. Six months later, in the March/April 2003 survey, ISAAC moved up two notches to stand fourth of twenty-one radio stations. Now, with another station added in August, to bring the total to 22, ISAAC has emerged as the third most listened to station in this country. The obvious question in everyone’s mind is: “What’s the big secret behind Radio ISAAC’s phenomenal success?”

Chief Executive Officer (CEO) Margaret Elcock, has attributed the success of the station to the willingness of every one, as a team, to stay focussed on the Lord and what ISAAC stands for: Inspirational, Spirit-filled, Anointed, Appointed and Christ-centred. “The quality of programming has significantly contributed to our favourable positioning,” Elcock stated. The staunch Born-Again Christian, who is no stranger to the field of broadcasting, expressed full confidence in her staff. She boasts of a dedicated, committed and hard-working staff, members of which are very talented, creative, innovative and enthusiastic. The unique style of each presenter, coupled with the required degree of professionalism, has been among the big success secrets. “We are here for a specific purpose and that is to effect positive change in lives, families and our nation as a whole,” Elcock declared. The beaming CEO said that the programming of her station reflects a paradigm shift in broadcasting. “We are taking radio to another level. People want an alternative. They want prayer. They want inspiration and something that provides real answers to life’s challenges. We have been fooled into thinking that all our people want is the vulgarity and bacchanal. ISAAC seeks to raise the standard. We will do it through positive programming,” Elcock boldly proclaimed. The audience of the station does not comprise exclusively of Christians either. There is a wide range of persons tuning in to this frequency, mainly in the 25-45 age group. What is particularly interesting about the survey results is the large number of people who tune in for the prayer segment on mornings.

Chairman of the Board of Directors, Asaf Pirali, who is also founder and managing director of the School of Accounting and Management and the pastor of House of Praise, St Augustine, was not at all surprised at the results of the survey. He expected the station to make the impact because “it is part of a divine plan.” He added that at this time, there is a great need in the nation for the Gospel. “People are seeing the real need for the Gospel and are obviously responding.” Pirali noted the work of a dedicated and committed staff at ISAAC. “There is a strong drive towards excellence and continuous upgrading,” he said. Chief announcer, Nicole Larson, was not surprised either. She is of the conviction that when God is in something it is bound to succeed. Larson said that she is very excited to be a part of this vision. She was high in commendation of the “resilient, enduring and obedient (to God) CEO, Margaret Elcock, who held on with such tenacity to the vision.” Larson also praised all presenters for their professionalism and willingness to work hard to get the job done. What is significant to this accomplishment is the fact that because the station is yet without its repeater frequency, 98.1 is still not being received in some parts of Trinidad and not at all in Tobago.

This writer is also not surprised at the splendid showing of Radio ISAAC, for the same reasons expressed by Elcock, Pirali and Larson. And we are also aware of the fact that for many years, as empirical data reflects, the Pen-tecostal/Evangelical community in TT has been rapidly growing. People have been gravitating to the message and related provisions of the faith, as they find fulfillment to their needs in a holistic and tangible way. ISAAC 98.1 merely takes this message and ministry on the air. A similar pattern of success is therefore not unexpected. I would however, exhort the management, staff and every stakeholder of the new-born ISAAC to guard against the malignancy of complacency, which is also the gas chamber of success. It’s great to register an impressive start. (You don’t have a second chance to make a first impression!) However, it’s consistency that will bring credibility. Remaining vision-centric, purpose-focused, purpose-driven and, above all, Spirit-led, will certainly ensure this.