Four questions with PNG FM’s new CEO, Esther Gegelagi
Esther Gegelagi was recently appointed as the first CEO of PNG FM, the Papua New Guinean subsidiary of Communications Fiji Limited (CFL). She tells Business Advantage PNG about her plans for the business, the opportunities she sees in PNG’s rising digital connectivity, and why local knowledge remains the company’s greatest competitive advantage.
PNG FM CEO Esther Gegelagi. Credit: Communications Fiji Ltd.
Q
Congratulations on becoming PNG FM's first CEO. What does this newly created role mean for the business? And what are you planning to bring to it personally?
A
The creation of this role reflects the growth and evolution of PNG FM and the media industry more broadly. We are now more than 30 years into operating in Papua New Guinea, and while radio remains the core foundation of our business – across our three stations, Nau FM, Yumi FM and Legend FM – the way people consume content and the way businesses communicate with their customers is evolving every year.
Our vision is to be Papua New Guinea’s dominant media organisation. Achieving that means continuously building on our trusted radio brands while also expanding our capabilities across digital media, content creation and integrated marketing solutions.
Personally, I want to provide the team and the board with a clear strategic direction, empower our people to embrace innovation, and ensure PNG FM leads the industry while remaining true to the values that have been with us for the past 30 years.
“Our goal is to meet our audiences wherever they choose to consume content.”
Q
What will be your key focus areas in your first 12 months as CEO?
A
I was with PNG FM 13 years ago (from 2004 to 2013, before stints at Paradise Cinemas and Remington Group), and a lot has changed in terms of demographics and how businesses operate. So my first priority is listening to the team, understanding the business and building on the strong foundation already in place.
From there, the focus will be on strengthening our commercial performance, investing in our people, and changing our current products to meet the needs of our audience and our advertisers.
Most importantly, we will continue to position PNG FM as a modern multimedia organisation, while delivering long-term value for our clients, listeners and shareholders. Businesses are consuming and using media differently now, and PNG FM needs to stay ahead of that shift.
Q
CFL Chairman William Parkinson told us last year that the company's success had been built on intimate local knowledge of both Fiji and PNG. As someone who began her career at PNG FM, how does that local knowledge shape your approach?
A
Local knowledge is one of our greatest strengths – it is our competitive advantage. PNG is incredibly diverse, and having the capability to understand our communities, cultures and audiences allows us to create content that truly connects with our people. That same understanding helps us deliver better marketing solutions for our clients, because successful communication starts with knowing and understanding your audience.
Technology will continue to change, but local knowledge and trusted relationships will always remain central to PNG FM’s success.
Q
Can you talk us through PNG FM's plans to grow its audience, and what opportunities you see in PNG's rising levels of digital connectivity?
A
Our strategy is centred on integration to drive overall growth. Radio will always remain at the heart of PNGFM, but we are strengthening connections across our radio, digital and social platforms, PNG Haus Bung, Magic Factory, Total Event Company, and our community and CSR activities.
Our goal is to meet our audiences wherever they choose to consume content while providing our advertisers with more effective integrated marketing solutions.
Connectivity is a big part of this. More Papua New Guineans are accessing information through their mobile devices, and for PNG FM, the digital side of things complements radio rather than replacing it. It allows us to extend our reach, create richer content experiences, and deliver measurable outcomes for our advertising partners through integrated campaigns. For example, our announcers are now going live on social media simultaneously with their on-air broadcasts – so whether you have access to a radio or not, you can follow along.
The rising level of internet connectivity in Papua New Guinea is a major opportunity for us – and integration is the key to capturing it.