Musyi FM is a station reaching out to the Kamba community which originates from the southern area of Eastern Province. Areas covered include Nairobi, Kangundo, Mwingi, Wote and Machakos on 102.2FM, Kitui, Mbooni and Kibwezi – 103.6FM. Mombasa 100.0FM.The station highlights Kamba culture and history, which enriches the knowledge and deepens the listener’s appreciation of Kamba tradition. The programming is hence tailored to have its finger firmly on the pulse of the Kamba psyche. The menu includes sports, news, music, talk shows, educative features and so much more. It has made Musyi FM the Kamba station of choice. The target audience include both male and female of the middle to lower social classes, aged 20-45+ years. They are mature and aspirational. The activations carried out both on air and on ground have indicated that the station has growing loyalty.