THE adjective “unique,” is often a cliche’. Many organisations and companies claim it but with only slim justification. However commercial radio and entertainment conglomerate Communications Fiji Ltd (CFL) can say unequivocally it is truly unique.
“We have no equivalent,” says managing director William Parkinson. “We are without parallel.” As the company celebrates its 30th birthday, Mr Parkinson reflected on its extraordinary beginnings and the drama and challenges of its journey.
He speaks with pride of its acomplishments and diversity and looks to a future for CFL of undiminished opportunity.
CFL’s first station, FM96, exploded on to the airwaves in Suva on July 5, 1985 with the distinctive guitar, thudding bass and surging sax sound of the Bill Haley classic Rock Around the Clock.
The historic hit was the obvious debut number for FM96, which would give Fiji its first 24-hour radio, on an FM format built on hit music of the moment.
It was groundbreaking at the time, a revolution in Fij broadcasting. CFL has continued with its bold, innovative style of presentation.
As a business, it was charged with restless energy when it began. That energy still pumps through its veins. It feeds on itself.
When it burst into life, CFL’s headquarters were in a timber house in Stewart Street. Now its home is a modern five storey building just around the corner at 231 Waimanu Road. This valuable commercial property, 50 per cent owned by CFL- is the humming nerve centre of what has become the largest commercial radio and entertainment group in the South Pacific.
CFL broadcasts in four languages through eight stations in Fiji and Papua New Guinea reaching audiences totalling about three million.
According to Mr Parkinson it is difficult to estimate accurately the group’s PNG audience. But he says the CFL Group has a pretty good idea from knowledge of the market, listener feedback, the transmission system and the overall population figures.
Mr Parkinson said “We believe few commercial radio broadcasters anywhere in the world come anywhere near us for cultural and linquistic diversity and variety of services.”
Its portfolio is impressive
CFL is successful at event organising and stage shows. It operates Fiji’s biggest consumer and entertainment spectacular, FIJI Showcase, which recently hosted about 90,000 visitors in a week.
The power of its reach is also evident in CFL’s annual street party which attracts huge crowds on New Year’s Eve in Suva.
CFL has expanded into advertising production and creative sevices.
With the City Pharmacy and Damodar Groups, it has taken on the considerable challenge of establishing a cinema industry in PNG.
It constantly looks for further opportunities.
The extraordinary CFL story began, in a sense, at the Government-owned Radio Fiji.
Mr Parkinson joined it as a broadcasting cadet after leaving school in Suva in 1979. He became infected with the “radio bug” and it never went away.
After two years with Radio Fiji he left for studies at the Australian National University. It was there that he began to think seriously about launching Fiji’s first private radio station.
An opportunity arose when the governing Alliance Party pledged to open up the radio market to private enterprise.
When he returned home after completing his studies, William (Mr Parkinson) had made his decision. He would go into the radio business. But as a 23 year-old with no commercial experience, he realised he would need partners to give his venture credibility.
He teamed up with Matt Wilson, an experienced journalist and respected public relations and corporate affairs consultant.
Initially sceptical, Mr Wilson quickly recognised that this young man who had come knocking at his door was determined, intelligent and highly motivated by his radio ambition.
He was also prepared to listen to advice and spend money on research, a sure sign of the level of his commitment. The research was positive.
Communications Fiji Ltd was formed.
Mr Wilson telephoned his acquaintance, the legendary entrepreneur Hari Punja, and asked him to join in. Mr Punja agreed without hesitation on the strength of that ‘phone call. He became Communications Fiji’s first chairman, thus adding his reputation and status to the project. (Mr Wilson succeeded him in 2012 when Mr Punja had to sell his CFL shares over a cross shareholding issue).
With its initial shareholdings in place, CFL made a bid for a commercial radio licence against 11 competitors. It won.
Mr Parkinson, working closely with his board, began his managerial and entrepreneurial career. He was a fast learner.
In the role of founder and managing director he has more than realised his youthful aspiration. The CFL Group today is in large part a testimonial to his enterprise, drive, dedication and sheer hard work.
“We have made our mistakes, and still do,” says Mr Parkinson.
“But we learn from them and push on, animated by the entrepreneurial spirit which has always marked CFL.” Now a young 53, he is an example for Fiji of what can be achieved by someone in their early 20s absolutely determined to accomplish a dream.
Innovation, recognising opportunity and a related readiness to take on new challenges is at the heart of CFL’s success. “It is rare for us to be second into a market and we have had our share of challenges as a result.”
CFL’s approach means it is well equipped to adapt and adjust quickly to change which is a constant in developing markets like Fiji and Papua New Guinea. Since its inception CFL has faced and dealt with disaster ” man-made and natural ” many times.
On each occasion it has seen opportunities for growth through excellent service and utilising its intimate knowledge of local communities.
Visitors to the offices of CFL and PNG FM in Suva and Port Moresby, regularly comment on the positive atmosphere they find there. This is the product of a philosophy that gives everyone in the company, at no matter what level, a sense of ownership and authority. Everyone is a manager in their area of responsibility, whether it be cleaning the studios, driving, selling advertising or presenting exciting, innovative radio.
The employee-company bond is strengthened through a profit-sharing scheme.
“We pride ourselves on being decisive and action-oriented,” says Mr Parkinson.
“We would rather a wrong decision is made than no decision at all. If something is worth doing, we will do it. Of course we always endeavour to reach decisions that are commercially sound and in the interests of shareholders.”
CFL is owned and managed by Pacific Islanders. This gives it an informed understanding and appreciation of the varied and colorful cultures of its two home nations.
Nowadays much of the CFL Group’s drive and energy comes from its leadership team.
“I take great satisfaction from the fact that they have taken many of the products I started to a place I couldn’t have dreamt of,” said Mr Parkinson.
The group’s leaders in Fiji and PNG comprises primarily managers who have been with the organisation for ten years or more.
The “oldest” is Satya Nand, head of Hindi programming, with a 26-year record of service. “Typically they have grown with and developed their talents through, the organisation,” said Mr Parkinson.
“They possess a depth of experience unmatched in the media industry.”
CFL’s list of “firsts” is extensive.
- First to launch independent commercial radio in Fiji, Papua New Guinea and the Solomon Islands;
- First to introduce 24-hour FM radio to the Pacific;
- First to start event marketing companies in Fiji and PNG;
- FIJI Showcase is a first on its own;
- First to launch a Fiji wireless broadband service, Unwired Fiji;
- First Fijian portal news website fijivillage.com;
- First multiplex cinemas in PNG; and
- One of the first players in the developments that led to the formation of Fiji TV.
The list goes on.
“We will always be a restless company excited by new ideas and technologies,” says Mr Parkinson.
“Whether building a new profit centre or improving on an existing one, we constantly search for a better way. At the same time we know that great organisations are built on solid foundations and for us that means constantly reviewing our products and the disciplines that have brought us to where we are today. Above all we are fiercely competitive. We hate failure.”
