Royal FM’s Talent Exodus: Has Kigali’s Most Ambitious Radio Station Lost Its Spark?

When Royal FM launched in Kigali a decade ago, it promised to revolutionise Rwanda’s airwaves. The station introduced cutting-edge broadcasting technology, East Africa’s first fully IP-based radio setup, immersive video-integrated studios, and a bold vision to speak directly to Rwanda’s youth and English-speaking elite. For a while, it worked. Royal FM emerged as the disruptive new player in an industry comprising over 30 stations, which largely recycled similar formats.

However, nearly a decade later, Royal FM is facing a different reputation. The Kigali radio station experiences the highest turnover of presenters and managers. This constant change of talent now threatens the very freshness and credibility that once distinguished it. 

A trail of departures
The flagship breakfast programme, Kigali in the Morning, best tells its story. Since its inception, the show has had at least nine different presenters. It started with Arnold Kwizera and Jackie Lumbasi, before Kwizera left and was replaced by Babu Joe. In 2019, Babu made way for Chris Mitima, who partnered with Lumbasi until she also exited after serving concurrently in a different role as a station manager.

What followed was a carousel of presenters. Regis Isheja, ‘Lady Bezo’ aka Rebecca Namitala, Belise Umuhoza, and, most recently, Juliana Natukunda, most of whom were scouted from Uganda. Another Ugandan, Daudi Ogutu, briefly joined the fray on the ‘Drive Show’ and left after only a couple of months. Jesse ‘Maxella’ Kiyingi, the architect of Royal FM’s current operations and an eventual CEO, later joined in to co-host Kigali In The Morning. For listeners and advertisers, the lack of consistency has been disorienting, eroding the loyalty that morning radio thrives on.

Leadership Shake-Ups
The turbulence hasn’t been confined to on-air talent. Earlier this month, in a surprise move, Kiyingi was replaced by radio personality Assia Cyiza as CEO, just five months after she had been appointed Deputy CEO. Some argue that Cyiza’s appointment reflects the station’s ongoing commitment to strengthening stakeholder engagement at the local level and improving the quality of Kinyarwanda content.

Kiyingi is widely recognised as the mastermind behind Royal FM’s innovative broadcasting format, talent recruitment, and programming strategy, and played a pivotal role in shaping the station’s English-led rebrand. His sudden departure has sparked speculation about governance tensions between the Kenyan owners, led by Professor Simon Gicharu, an educationalist and founder of Mount Kenya University (which later became Mount Kigali in Rwanda).

The frequent changes in leadership and presenters raise serious business concerns. “Advertisers crave stability. They want to associate with brands that project reliability and continuity. Yet Royal FM’s pattern of turnover sends the opposite message, suggesting internal turbulence and strategic uncertainty,” one advertiser put it.

The impact trickles down to listenership. In a lean Rwandan market of 30-plus radio stations, audiences are spoiled for choice. Each departure chips away at brand trust, reducing the stickiness Royal FM once commanded. A show like Kigali in the Morning, positioned for affluent Rwandans and urban influencers (the very demographic advertisers covet), cannot afford to lose its edge.

The irony with innovation. 
Royal FM’s cutting-edge technology and polished vision set a new industry benchmark. Its IP-driven infrastructure, automated multi-cam integration, and seamless digital compatibility represented the future of broadcasting in the region. By 2024, it made headlines as East Africa's first pure IP-based radio station. As Professor Gicharu himself put it, “We are not just adopting the latest technology but redefining the future of broadcasting in Rwanda.”

Even the best technology cannot hide the instability in human capital. Innovation without ongoing support risks becoming an empty promise. Royal FM remains one of Kigali’s most ambitious stations, but its credibility now hinges on tackling a key challenge - retaining talent. 

"Until the station can stabilise its leadership and ensure presenter longevity, its disruptive potential will be overshadowed by headlines of exits and replacements. For a station that initially aimed to be Rwanda’s media game-changer, the greatest disruption today might be within its own walls,” an insider said. 

Established as a key player in Rwanda's radio scene, the station has become one of the most prominent urban broadcasters, especially in the capital, where it attracts a youthful and aspirational audience. While it occasionally faces criticism in broader discussions about providing independent press coverage, the station has kept a mainstream, positive profile, aligning with Rwanda's narrative of progress and resilience.

To reach out to the writer keziomusoke@inspire.co.rw