Tonnie talks to Somoina of Capital FM

a chat with Somoina

Programmes Director - Capital FM

By Anthony Nabiliki

Undoubtedly, Somoina Kimojino is one of the best known Radio personalities in Kenya. At the helm of the Programmes Department in Capital FM, the soft spoken Radio Executive depicts a refined and styled side of a Lady Manager.

Somoina studied Mass Communication at the University of Windsor in Canada and has been at Capital FM for the past five years now. She describes her times at the Station as “very good and very interesting at the same time”. “There has been the obvious Ups and Downs just like in any other organization...where you have to face some challenges. But all in all there’s been significant growth for both the station and to me as an individual.” She says.

Somoina became a director at capital FM two years ago, an accomplishment she describes as one of her personal greatest. Her beauty, easy charm and ready smile might serve to conceal the fact that hers is NOT an everyday smooth run at work. “Dealing with personalities is not always easy,” she says. “For example we’ve faced some situations in the past where we have no presenter for a prime time show. That is why we always have a plan B.” She explains that to be a good programmes director you have to think positive and think big, “No idea should be taken as ‘grand enough’ and everyday is a learning experience.” she says. “We are constantly putting in ADs for new talent and always training new talent. Sometimes the plan B... the person you’d never think would be able to host a show actually turns out to be stronger than the person who was there initially.”

“Being the pioneer FM station, Capital FM has grown bigger and stronger over the years. So what is the secret recipe,” I ask Somoina.
“The station is constantly reinventing itself. Sometimes people don’t understand it when we make the changes but it is actually what keeps us ahead. Listeners get bored with getting the same old stuff over and over. So reinvention is very important, that’s our secret recipe.” “I am proud of being part of the team that has taken the station to the top, now the challenge is maintaining that position,” she adds.

On the hue and cry from various quarters that FM stations favour content from outside the country to the expense of local talent, Somoina insists that local producers and artists need to up their standards. “We have sat down with music producers and artists and had talks on this subject to try and challenge them to come up with better Music in terms of content and quality. I mean there are just a few songs we can play and these means an improvement is needed sooner rather than later.”

Owing to her status as a celebrated radio executive, Somoina’s life is virtually under constant public scrutiny. I ask her if this has any effect on her personally or professionally.
“Not at all,” she asserts. “I just laugh it away... You have to be able to look at the situation and move on because half of the time the tabloids say things that are farfetched and untrue. As long as the people around you know the truth and what you are about then it doesn’t really matter.”

“In the present day and age do you think its true or it’s a wrong perception that women are not given the same opportunities as men in terms of career success?” I ask Somoina
“I think nowadays the opportunities and openings are there, but ladies still have to work twice as hard to be recognized. A career woman is probably juggling a lot more than her male counterparts and a whole more is expected of her. But then again I think a lot of the labour laws (maternity laws) have favoured women, which is a good thing but there is a catch 22 situation therein. The same women are looked at as a disadvantage in the work place. Some employers would now rather hire a man than a woman if they have the same credentials.” She answers.

In her life and career, Somoina derives her inspiration from various avenues. “I look up to God for my inner strength. My mother plays a big role in my life and influences me in many ways. I also have some mentors in the industry.” Persistence and a knack to keep on working hard is what makes her a strong woman.

Somoina @ a glance
Fascination with radio
It has a magnificently dynamic nature to it that nothing is the same on a daily basis, everyday brings with it a fresh beginning. Radio is instantaneous; you can get an immediate response to a cause or to an action as opposed to other media like TV or print.

Off - work
Radio is like the E.R., it is a 24 hour job so basically I am on duty throughout (laughs). But most of my free time is spent at home especially now that I have a little one. You will find me in the house reading a book and relaxing

Future
I am moving to TV. As you know we recently launched a TV station CBC (Capital Broadcasting Corporation.) It is a 24 hour business channel which we are doing in partnership with CNBC Africa. Through this we hope to show the potential of the continent in terms of business. We are also working on including new local business content, focusing mainly on Eastern Africa.

Advice to younger girls aiming to land into the career world
First and of major importance, Get an education. Work hard, stay true to yourself and make sure you stand for what you believe in.