A subsidiary of Tirita Trading, Tirita Media is an urban themed commercial entertainment, news and talk radio based in Addis Ababa. It was established in 2020 by top young entrepreneurs and seasoned journalists in Addis that have been influencers in the media industry specializing in print and radio. The station was scheduled to launch by the end of November 2021 and aims at becoming a platform of discussion and information for business leaders and entrepreneurs.