What Piatã FM does

Piatã FM is a popular hits FM radio station broadcasting at 94.3 MHz from Salvador, Bahia, Brazil. Founded in 1994 and operating as a private limited company (Rádio Piatã FM LTDA), the station serves as the #1 ranked radio station in Greater Salvador by audience share, validated by Kantar Ibope Media (Easy Media 4, OPM#) ratings for July–September 2023. Its broadcast technology infrastructure comprises a 105 kW transmitter providing approximately 300 km of coverage across the Capital, Metropolitan Region, Interior, and Coastal areas of Bahia, reaching dozens of municipalities including Salvador, Lauro de Freitas, Camaçari, Feira de Santana, and Ilhéus. Physical operations are anchored by a modern radio studio opened in 2022 at Shopping Bela Vista mall in Salvador, supplemented by the Porradão mobile studio, which the company describes as the first mobile radio studio in Bahia for on-location live broadcasts and commercial activations. Digital distribution includes native iOS and Android applications (br.com.cadena.smartradio.radiopiatafm, with 100K+ downloads), a website receiving 1M+ visits, and active social media profiles across Instagram (472K followers), Facebook, YouTube, TikTok, Twitter/X, and a dedicated WhatsApp listener line.

The product portfolio centers on the core radio broadcast service and is complemented by branded programs (Alô Juca hosted by Marcelo Castro/Juca, Buxixo Piatã/Oh Polêmico hosted by Nanny Moreno), news segments (PS Notícias covering local, state, and national news), interactive promotions (Globo do P, Segundou Com Todo Gás, Cante Essa Canção), and live event coverage via the Porradão mobile studio. Revenue is generated through advertising airtime sales and brand sponsorships, with named partners including Ultragaz, Amvox, Mundial, and Aiwa. The distribution model is free-to-air, targeting the mass-market popular-hits audience across Greater Salvador and surrounding Bahia municipalities. The station employs 11–50 staff, primarily on-air personalities, and operates a community-driven go-to-market motion centered on listener engagement through WhatsApp, contests, giveaways, in-person events at the Shopping Bela Vista studio, and street activations.

Name

Piatã FM

Legal name

Rádio Piatã FM LTDA

Website

https://piatafm.com.br

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Piatã FM is the #1 ranked popular hits FM radio station in Greater Salvador, Bahia, broadcasting at 94.3 MHz with a 105 kW signal across a 300 km coverage radius. It serves mass-market Bahian listeners with music, news, interactive promotions, and brand-sponsored giveaways, monetized through advertising and partnerships.

Ownership category

akta.pro rank

Product category

Radio Broadcasting

NAICS

Radio Broadcasting Stations (51611), Radio Broadcasting Stations (516110)

SIC

Radio Broadcasting Stations (4832)

akta.pro primary industry

Local Radio Station Groups (Owned & Operated/Station Chains) (MPABACAC)

Keywords

• FM radio broadcasting
• Radio advertising sales
• Live event broadcasting
• Mobile radio streaming
• Popular music programming

Headquarters

HQ city

Brasilândia

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Advertising and Sponsorships: Traditional radio advertising model including commercial airtime sales, sponsored segments, and promotional partnerships with brands such as Ultragaz (Vale Gás promotion), Amvox (audio equipment prizes), Mundial, Aiwa, and others. Commercial contact available at (71) 9 9702-6053.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Piatã FM operates an FM radio broadcasting service on 94.3 MHz in Salvador, Bahia, delivering a popular-hits music format together with news, entertainment, and live event coverage to mass-market listeners across a 300 km radius (the largest FM footprint in Bahia). The station complements its terrestrial signal with a mobile streaming app and on-location live broadcasts (Porradão), and monetizes its audience through airtime advertising and sponsorships sold to local and regional businesses.

Product overview

Piatã FM operates as a popular hits radio station (94.3 FM) based in Salvador, Bahia, positioned as the leading radio broadcaster in the state with #1 audience ranking. The company offers a unified radio broadcasting service complemented by a mobile application for iOS and Android, enabling listeners to access live broadcasts remotely. The product portfolio centers on the core radio station with additional offerings including interactive programs (Alô Juca, Buxixo/Oh Polêmico), promotional campaigns (Globo do P, Segundou Com Todo Gás), music contests (Cante Essa Canção), and a mobile studio service (Porradão). The station broadcasts with 105kW of power covering a 300km radius across Bahia, with a modern studio located at Shopping Bela Vista and a mobile studio for event coverage.

Differentiator

Problem solved

Functional benefit

Brands

• Piatã FM 94,3: Main radio station brand operating at 94.3 FM frequency in Salvador, Bahia, Brazil.
• A Rádio da Gente
• Porradão
• PS Notícias

Products and services

• FM Radio Broadcast (94.3 MHz) Continuous free-to-air FM broadcast on 94.3 MHz delivering popular-hits music, news, entertainment, and live event coverage to mass-market listeners across Greater Salvador and a 300 km radius covering Bahia.
• Piatã FM Mobile Streaming App Mobile streaming application that delivers the Piatã FM broadcast over the internet to listeners outside the FM coverage area or away from a radio receiver.
• Porradão Live Event Broadcast On-location live event broadcasting service using a mobile studio ("Porradão") to capture and transmit live event coverage through the Piatã FM signal and online channels; offered to event organizers and advertisers seeking integrated promotion.
• Radio Advertising Airtime Sale of advertising spots, on-air mentions, and campaign packages on the 94.3 MHz broadcast to local and regional businesses and media buyers; the primary revenue-generating product for the station.
• Sponsorship Packages Sponsorship and partnership packages offered to brands and event organizers, bundling on-air mentions, live event presence (including via Porradão), and brand association with the #1-rated Bahia FM station.

Quantifiable outcome

• #1 radio station in Greater Salvador audience share
• +4 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered minor.

• UltragazminorGTM or Marketing PartnerBrand partnership for the Vale Gás (gas voucher) promotion, where Piatã FM gives away gas vouchers to listeners every Monday during programming as a promotional engagement initiative.
• AmvoxminorGTM or Marketing PartnerBrand partnership for promotional giveaways, specifically Amvox New X speaker prizes as part of the Segundou Com Todo Gás promotion where listeners download the app and enter to win audio equipment.
• MundialminorGTM or Marketing PartnerBrand providing prizes for promotional giveaways and listener engagement campaigns on Piatã FM.
• AiwaminorGTM or Marketing PartnerBrand providing prizes for promotional giveaways and listener engagement campaigns on Piatã FM.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Jovem Pan: Major Brazilian national radio network operating FM and online stations across multiple markets including Salvador, with broader content portfolio and significantly greater resources than Piatã FM.
• BandNews FM: National 24/7 news radio network owned by Grupo Bandeirantes with stations in major Brazilian markets, comparable to Piatã FM's news programming (PS Notícias) and competing for advertising share.
• Rádio Globo: National Brazilian radio network owned by Grupo Globo, with stations across major markets including Bahia, comparable in broadcast operations and competing for the same regional advertising budgets.
• Rádio CBN: National news radio network owned by Grupo Globo, comparable to Piatã FM's news content offering and competing for both listeners and advertisers in the Salvador market through Globo's regional affiliates.

Regional players

• 89 FM: São Paulo-based rock and alternative music FM radio station with similar broadcast operations and advertiser-supported model, but serving a different geographic market and music format than Piatã FM.

Direct peers

• Rádio Transamérica: Brazilian popular music FM radio network with similar format to Piatã FM, operating stations across major Brazilian markets with comparable advertiser-supported business model.
• Mix FM: Brazilian FM radio network focused on popular hits and contemporary music, directly comparable to Piatã FM's popular hits format and target demographic of mainstream adult listeners.
• Itapoan FM: Bahia-based FM radio station operating in the same regional market as Piatã FM, with comparable music format and competing directly for listeners and advertisers in Salvador.
• Antena 1: Brazilian music FM radio station with similar popular music format and advertiser-supported model, competing for the same listener demographic as Piatã FM.
• Rádio Metrópole: Local Salvador-based radio station competing directly with Piatã FM in the Greater Salvador market, with overlapping audience and competing for the same regional advertising budgets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/piatafm
• YouTubeyoutube.com/@EstudioP
• Facebookfacebook.com/piatafm
• Instagraminstagram.com/piatafm
• TikToktiktok.com/@piata.fm
• LinkedInlinkedin.com/company/piatafm

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Piatã FM