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For the first time, ´óÏó´«Ã½ Radio has joined forces to launch one marketing campaign across all of its networks to showcase the unique power of radio. With increasing competition for people's time, the campaign's aim is to rekindle the nation's passion for the medium. It stars poet and musician, James Massiah, who conveys its brilliance through a specially commissioned spoken word piece. After listening to Nihals show for two hours he performs a poem based on what he heard during the phone-in show.