RADIO TRAFIC DE LAGOS: 10 YEARS LATER

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Babatunde Raji Fashola

The station’s timely information is invaluable, writes Samuel Omojoye

Since its creation in 2012, under the administration of Mr. Babatunde Raji Fashola (SAN), Radio Trafic de Lagos (LTR) has become a reference in the dissemination of traffic information in Africa.

It was created to provide traffic information on all modes of transport and travel advice to commuters and motorists, within and beyond Lagos.

In 2015, the station, which started with a manager, Israel Ayodele Ogunlade, had a veteran broadcaster, Olayinka Adagun, as its pioneer general manager. Adagun set the tone for a sustainable institutional framework that made LTR the darling of road users in Lagos and beyond.

The station’s change in management in 2018 paved the way for the emergence of an experienced and resourceful media professional, Tayo Akanle, as the new helmsman.

Since taking office, Akanle has been at the forefront of strategically positioning the station for greater impact through creative concepts.

Unsurprisingly, residents readily testify to the indispensability of timely information from the Station in planning their daily activities.

In a viral video, one of Lagos Traffic Radio’s popular listeners and Managing Director, Conrad Clark Plc, Joachim Adenusi aka Oga Risky recounted an encounter he had in 2021 during a heavy downpour that made several impassable roads. He said: “It was Traffic Radio that saved the day by guiding us to safer routes to take. For me, it was such an amazing experience.”

Several other testimonies abound like that of Oga Risky. However, beyond its ability to manage risk, the Station also informs the population of government activities in all sectors.

In order to maintain its leadership status, the Station’s management attaches great importance to the training and retraining of personnel. Consequently, the staff were exposed to several capacity building trainings, both inside and outside the country.

The result is the visible improvement in the quality of broadcasters as well as programs on parade at Lagos Traffic Radio

In view of the renewed focus on intermodal transportation by Mr. Babajide Sanwo-Olu’s administration, the station has expanded the scope of its station operations to include live waterway reporting.

This is to adhere to the administration’s vision to encourage more Lagos residents to embrace water transport.

Similarly, the station is also collaborating with the Nigeria Railway Corporation (NRC) to give train timetables for the start of the state government blue and red lines.

In addition, the Station now offers information on flight schedules for local travelers as well as the position of shipments on the number of ships docking at Ports.

Another major initiative of Traffic Radio is the inauguration of the Live Updates Motorbike pilot program in September 2020. The idea behind this is to have Lagos Traffic Radio presence at incident scenes to provide live updates. directly on site.

During the inauguration, the Commissioner for Information and Strategy of Lagos, Mr. Gbenga Omotoso, described the initiative as symbolic and a manifestation of the leadership’s capacity for creative thinking.

Lagos Traffic Radio has also changed from initially providing 15 minute intervals for traffic updates to 10 minutes. This is based on the belief that 15 minutes can no longer be.

The station is also leveraging technology to increase its listener base. Its online platforms have been deliberately invigorated and redesigned, making them more active by introducing proven social media strategies combined with grassroots initiatives.

The resulting effect has been a phenomenal increase in online audience from around 4,000 Likes on Facebook in 2019 to around 70,000 in 2022 while in 2022 on Twitter around 50,000 Followers have been recorded compared to 15,000 in 2019.

Naturally, these platforms have enhanced the level of interaction and engagement with its audience.

To sustain its dynamic on social networks, mobile applications have been deployed, while an official website has also been created for the station to ensure regular interactions with the public.

Additionally, live streaming technology has also been adopted in all of the station’s programs, giving its online audience a new experience as they can now see their favorite programs and presenters through live video from the studio. .

All of this translates into multiple channels for accessing traffic information and travel advice.

Lagos Traffic Radio has consciously and consistently reflected its mandate to provide traffic information on all modes of transport, while echoing development progress and state government achievements, as most MDAs now leverage of its popularity.

In order to further contribute to the realization of the development program of Mr. Governor, the station presented a weekly special report on the program THEMES of the administration of Sanwo-Olu.

The program highlighted what has been done, what remains to be done as well as the perception of Lagosians regarding the development agenda.

This and other quality content, broadcast on the station, has led to an increase from around 800,000 daily listeners to around two million in 2022.

Indeed, the transformation of Lagos Traffic Radio is a holistic transformation that encompasses its on-air content, enhancing the capacity of its on-air and off-air personalities, acquisition of modern broadcast equipment and the improvement of the station complex, which is now the new face of Lagos Traffic Radio.

Undoubtedly, LTR has reached its maturity, not only in number of years, but also in terms of innovations and achievements. The road can only get smoother and the stories better told in the future, as the radio station remains committed to its core values ​​of timeliness, reliability, accuracy, dynamism, innovation and objectivity.

In chronicling the Station’s success thus far, however, it is essential to highlight the impact of its strong partnership with agencies such as the Lagos State Traffic Management Authority (LASTMA), the Federal Road Safety Corps (FRSC), TRACE as well as several volunteers who provide regular traffic updates for the Station.

Indeed, the partnership with these organizations and individuals is partly responsible for the success of the Station.

Has Lagos State Achieved Its Goals? Nope! Has radio made remarkable progress? Yes! Are there more kilometers to go? Yes!

No doubt with the good and humble beginnings of the station, coupled with the unwavering support of the Sanwo-Olu administration, Lagos Traffic Radio will continue to innovate in traffic information management in the state.

I will end this article by sharing a personal experience of how the radio station helped me plan my trip. Being a resident of one of the busy roads in Lagos State, the Lagos-Ibadan highway, exactly the day after the inauguration of Live-updates motorcycles.

I plugged into the Station to allow me to plan my trip, only to be duly informed of the huge traffic along this corridor. That morning, I decided to continue my work at home until the road was clearer.

But then I kept my ears glued to the news from the Station to be aware of developments on the road. Characteristically, Traffic Radio did not disappoint. A few minutes later, the Station received information indicating that the coast was now clear. I know it’s a similar story for most road users across the state.

For me, Traffic Radio has become an integral part of my daily life. My car radio is constantly tuned to the station.

Omojoye written from Palmgroove, Lagos

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