By Bill IDEN and Brand Communications Team
In a radio landscape dominated by identikit Akan broadcasting, Asaase Broadcasting Company Ltd’s English-language station, Asaase 99.5 Accra, has positioned its flagship morning programme, the Asaase Breakfast Show (ABS), as a game-changer. Airing from 5:45 a.m. to 10:00 a.m. on weekdays, the ABS has revitalized the airwaves with its innovative format and dynamic approach. The Show reaches audiences throughout Ghana, broadcasting across all Asaase stations, extending to Asaase in Kumasi (98.5), Tamale (99.7) and Cape Coast (100.3), as well as ten affiliates nationwide.
Since its debut in June 2020, the show has undergone significant changes, and reinvention has played a crucial role in helping Asaase’s output stay relevant in an increasingly competitive media environment.
Dawn of a new era
Initially, the Asaase Breakfast Show followed a conventional format, with panel discussions and news updates at its core. However, in an era when audiences are increasingly selective about the way they consume media, sticking to the status quo is not an option. Recognising this, the management of Asaase Broadcasting Company Ltd embarked on a journey to transform the show, starting with the introduction of a fresh host line-up.
Kwaku Nhyira Addo took over from Kojo Mensah, joining Nana Yaa Mensah as co-host, with the later addition of Benjamin Offei-Addo. This diverse trio injected new energy and perspectives into the show, creating a more vibrant and engaging experience for listeners.
Currently hosted by Kwaku Nhyira Addo and Nana Yaa Mensah, supported by a team of young reporters and seasoned analysts, the Asaase Breakfast Show now serves as a keen tool for national development. Its design resonates with both the youth and the young at heart, highlighting vibrant discussion and expert interviews over old-fashioned political panels.
Revamped content
The changes didn’t stop with the hosts. The Asaase Breakfast Show underwent a comprehensive content overhaul, introducing a variety of fresh slots to cater for a wide range of listener interests.
From “Positive Mental Attitude”, which sets an uplifting tone for the day with its daily inspirational message, to “Ghana in Time – Moments in History”, a weekday journey through the nation’s rich history, the show now has something for everyone.
The “Asaase Breakfast News” at 6am provides a concise but comprehensive news update while the “News Review” dives behind the day’s top headlines, offering balanced perspectives on the biggest stories. Sports enthusiasts can keep up to date with scores and highlights from local games and international tournaments with “Sports Now”. And the show’s educational segment “Love Your Language” fosters linguistic and cultural appreciation among children.
Other standout features include “Asaase Business AM”, which delivers targeted business news updates, and “What’s Going On?” – an important discussion zone covering politics, economics and social issues. “Boss Lady SHE-E-O’s” (every Wednesday) and “Road to Greatness” (Thursdays) shine a spotlight on trailblazing women and influential figures who have made significant contributions to society, further diversifying the ABS’s appeal.
“Life Diaries” addresses family- and lifestyle-related matters such as parenting, relationships, mental health and financial planning, offering a supportive and informative platform. “Assignment” presents documentaries that explore critical social issues and development topics, providing in-depth analysis and insights to promote informed discourse and social progress.
Adding a unique touch to the show is “Health Today” (every Thursday), a dedicated slot offering 30 minutes of essential health information and practical tips for enhancing physical and mental well-being. Dr Teddy Totimeh, a leader among neurosurgeons in Africa, brings his extensive expertise to this feature, empowering listeners to take control of their health.
Focus on listeners
One of the critical factors behind the success of the Asaase Breakfast Show is its listener-centred approach.
The show’s producers give priority to audience feedback, tailoring content to meet the needs and interests of listeners. This bottom-up strategy has fostered a loyal following, with audience participation becoming a cornerstone of the show’s engagement strategy.
In response to listener preferences, the show’s timing and format have also been adjusted. The “News Review” (previously running after 7am) now airs from 6.30am to 7am, with the studio phone lines open from 6.50am to allow for live listener feedback. These changes have not only improved the show’s flow but also enhanced its interactive element, making it much more than a passive listening experience.
The “Reloaded” experience
Rebranded as “reloaded,” the Asaase Breakfast Show now stands as a prime example of how innovation can breathe new life into traditional media. The introduction of segments such as “Red Carpet”, “Boss Lady”, “Life Diaries” and “Road to Greatness” has boosted the show’s excitement and variety, keeping the content fresh and engaging.
“ABS Reloaded” has featured a wide array of high-profile guests, including international diplomats, politicians, legal luminaries, celebrities both global and local, athletes from around the world, musicians, business leaders, young achievers, scholars and prominent figures in many other fields.
The guests have included everyone from the highlife legend Amakye Dede and football superstar Asamoah Gyan; through the American music executive producer Mathew Knowles, the super-producer Appiah Dankwah (“Appietus”) and the former president of the International Criminal Court Piotr Hofmański; to the Minister for Finance, Agric and the Minister of Communications.
This revitalised approach has not gone unnoticed. An IPSOS audience study in July 2023 showed that Asaase 99.5 Accra has improved its listener ratings significantly and is closing the gap with its main competitors. This success is amplified by the show’s extensive reach across all Asaase stations and affiliates stations nationwide.
Experience ABS’s live-streamed content across Asaase digital platforms, including Facebook (asaase99.5, asaase985ksi, asaase99.7, Asaase100.3, AsaasePa107.3), YouTube (Asaase Radio Xtra) and asaaseradio.com. We are also active on Instagram (@asaaseradio99.5, @asaase985ksi, @asaase99.7tamale, @asaase100.3), LinkedIn (company/asaaseradio995) and TikTok (@asaaseradio99.5). This extensive online presence ensures a significant international reach. The show provides updates from across the continent, supported by a network of correspondents in Burkina Faso, Liberia, Kenya, Nigeria, South Africa and Togo.
Platform for growth and innovation
Beyond entertainment, the Asaase Breakfast Show plays a vital role in national development. By providing credible, balanced perspectives on the top issues, the show empowers its audience to make informed decisions that contribute to social progress.
The ABS also gives a voice to the youth, highlighting their entrepreneurial spirit and showcasing success stories which inspire innovation and economic growth.
For sponsors and advertisers, the Asaase Breakfast Show offers a strategic opportunity to connect with a highly engaged and influential audience. By aligning their brands with trusted content, advertisers can enhance their visibility and position themselves as leaders in their respective industries. Whether promoting products, services or corporate messages, the show provides a powerful platform to reach potential clients and partners.
The future is bright
As it continues to evolve, the Asaase Breakfast Show on Asaase 99.5 Accra is well positioned to maintain its status as a leading morning programme in Accra and other parts of Ghana.
With its varying hosts, engaging content and steady commitment to listeners, the show not only reflects current events but also shapes the conversations of tomorrow.
As the radio industry adapts to the digital age, the Asaase Breakfast Show serves as a shining example of how innovation and a listener-centred approach can drive success in a competitive media landscape. Indeed, the Asaase Breakfast Show on Asaase 99.5 Accra, syndicated across all Asaase stations, including Asaase in Kumasi (98.5), Tamale (99.7) and Cape Coast (100.3) truly embodies “The Voice of our Land”.
