Pentecostal radio continues to top ratings

In order to effectively address the needs of a nation, one must be au courant with those needs. Strategies and action plans must be devised accordingly ... Music exerts a powerful influence on the mind, mood and motivation of people ... Edu-tainment is better than entertainment. Pentecostal/Evangelical radio station, ISAAC 98.1, continues its phenomenal upward thrust on the airways. In just two years of being on the air, the station is now in the number two spot, as the most listened to in the country. This was revealed by the Market Facts and Opinions (MFO) Media Trak Survey which was conducted towards the end of last year. In its first six months on air, ISAAC 98.1 was already stunning the media world, taking the sixth spot out of 22 radio stations. This showing continued as ISAAC moved to fourth and third place respectively in the two subsequent surveys. Now ISAAC is at number two ... and climbing!

Quite interestingly, the survey also shows that the station holds the number one spot overall, in its one-hour morning prayer segment, which is conducted between 5-6am, each day. This provides a significant testimony, as to the hunger and deep appreciation which our national community holds for effective prayer. As the station’s Chief Executive Officer (CEO), Margaret Elcock, would say, “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.” This is actually the key to the success of this station — providing real answers to life’s challenges. Hollow hype and vain emotionalism have never been part of the policy or programme of Pentecostals/Evangelicals. We have always been result-oriented. And results always find a marriage partner in success — authentic success! 

As the Apostle Paul says, “...we fight not as beating the air” (1 Cor. 9:26).  One must first know a need before one can meet that need. ISAAC radio, under the very competent leadership of its CEO, a Board of Directors (of which yours truly is proud to be a part) and a very committed, visionary staff, does not operate “by vaps.” An integral part of the operations of the station are studies on the moral, spiritual, social, cultural, psycho-social and socio-economic needs of the country.  Programmes are designed and structured based on the relevant data collected and analysed. Of course, undergirding the scientific and  professional approaches, is the guidance of the Holy Spirit. In order to effectively address the vital needs of a nation, one must be au courant with those needs. Strategies and action plans must be devised accordingly. By a wide margin, ISAAC 98.1 also runs first on Sunday mornings, with its infectious Sounds Glorious inspirational music programme.

Again, this programme is tailored based on thought, structure and sensitivity to needs. Music exerts an extremely powerful influence on the mind, mood and motivation of people.  This could be used for good or for evil — and we have seen much of the evil side. Music and entertainers do contribute immensely to fashioning the social and moral fabric of a society. ISAAC 98.1 keeps implementing creative initiatives to culture, de-culture and re-culture in this respect. Part of the strategy is to provide edu-tainment, rather than mere entertainment. CEO Elcock puts it this way: “This station is filling a real need that exists. There is a cry in the nation for peace. Also, with all that’s going on with crime, violence, and natural disasters, people want something that provides real hope and spiritual nourishment.

Here 98.1 comes in as a breath of fresh air. We are here as a lifeline, providing inspirational and uplifting programming and other forms of tangible assistance.” And, indeed, the station has embarked on several substantial programmes in terms of providing “tangible assistance.” These include massive aid drives in assisting Grenada, Haiti and the tsunami victims in the aftermath of natural disasters. Among the most common responses the station receives to its work is, “What would become of this nation (in respect of crime and other social ills) if it were not for the input of ISAAC 98.1, Pentecostal/Evangelical churches and similar entities?” Quite obviously, the scenario would have been far worse. ISAAC 98.1 takes an holistic perspective of its programming and structures its approach accordingly.

There is Kingdom Kids for the children, Youth in Focus for the youth, Forever Young for senior citizens. Faith-building, edifying preaching and teaching serve a rich menu for everyone. Many other uplifting, educational and informative programming cater for the general audience. There are also segments designed to address needs related to affirmation, validation and motivation. Both Chairman Asaf Pirali and Sales Manager Devan Maharaj see a bright future for ISAAC 98.1.  They refuse to be complacent and are “not only striving for the number one spot, but seeking to carry the mandate of the Gospel of Jesus Christ to the maximum.”