Nation Media Group (NMG), the Kenyan based leading media house in East and Central Africa has ventured into Rwanda with a new radio station-98.7 KFM that intends to 'shake things up' in the market by setting new standards in broadcasting.

The radio which has been positioned as a ‘fresh hits, real talk’ station is targeting the youth in Kigali and middle to low income, with a slight female skew.

It will mainly broadcast in Kinyarwanda, complemented by English.

Speaking ahead of KFM Launch on Monday, the Rwandan Minister in charge of Cabinet Affairs Mr. Protais Musoni welcomed the development as it is in line with his government’s vision of building a vibrant, professional and independent media for the country.

“In our reforms, we want a vibrant media that serves the needs of the Rwandan people. Having a new media outlet of international standard, does create the right environment for competitiveness.

We see this as part of creating the vision we have for Rwanda of being the information and ICT hub for the region.” Mr Musoni said.

The Rwandan government is currently implementing a series of reforms including enacting access to information bill, allowing self regulation of the media aimed at revamping the media industry to transform it into a responsible, profitable, vibrant and independent sector of the economy.

According to Mr Linus Gitahi, Chief Executive Officer of Nation Media Group, the launch of K-FM on the Rwandan media market paves the way for more investments from the Group in line with its vision to be Media of Africa for Africa.

He also said NMG is already pursuing other investments in the country including television and print media.

Rwanda’s Media High Council (MHC) board chairman Arthur Asiimwe, said NMG’s entry will improve the level of professionalism in media as currently only 30 per cent of practicing journalists are trained in journalism.