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Radio Still Rocks Contemporary SA!

Posted by radio On May - 17 - 2012

By Nyeleti Machovani

The South African Advertising Research Foundation (SAARF) has released its latest Radio Audience Measurements (RAMS) findings from a fieldwork period measured from late-October to mid-December of 2011, combined with Mid-January to Early-March 2012.

What is apparent from the findings is that radio is still far from kicking the bucket in South Africa. In comparison to Australia, India, Malaysia, Singapore, and China, South Africa ranks top. South Africa is leading the herd, clocking in 23h48  Time Spent Listening (TSL) on a weekly basis, with China taking last place on the podium with their weekly TSL at a mere 8h10minutes. Yes, indeed, we South Africans love our radio. Noticeably, the TSL per week has dropped by 7 minutes (25h24, to 24h36) from February 2012 to May 2012, this however, doesn’t deter the steady and stable national trend.

According to research compiled and published in ‘Radio in Africa’, “radio has refused to die by continuing to adapt to changing circumstances and technologies. As it continues to converge with new technologies such as the Internet and the mobile phone, its uses and user gratifications continue to evolve”.

Statistics from SAARF  indicate that sustaining the evolution of radio is South Africa is the youthful age group from 15-24 years, and coming a close second; a more mature audience of 35-49 age.

The relationship between the age group and the evolution of radio is sustained by new age culture which is emerging in the South African landscape.  In addition to these trends, new socio-political dynamics also emerge with innovations such as live online streaming and podcasting encourage a spirit of participation, which then creates a more appealing profile for radio.

Ukhozi FM must have the winning formula, as they still rank number 1 on South Africa’s national top 10 favourite radio stations, attracting an amirable 15% of the population. Umhlobo Wenene is a worthy contender, parking as the second most popular radio station, puling an impressive 10% of the population’s ears. In third place, we have fierce competition between  Metro FM and Lesedi FM attracting between 7% and 7.1% of SA’s population respectively.

Numbers never lie, and what these statistics remind us is that radio is still very much a relevant platform in contemporary South Africa. The power, popularity and affordability of the medium of radio in Africa has been evident from its early inception and its widespread use during the colonial period, particularly from the 1950s onwards. Radio in South Africa definitely refuses to appease those awaiting its downfall.

For more in-depth RAMS, visit: http://www.saarf.co.za/

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2 Responses to “Radio Still Rocks Contemporary SA!”

  1. Thank you for this post. Just identified it on google and that i should say that i;m actually seriously surprised 🙂
    Thanks all over again and cheers dude!

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    I found you are weblog via Yahoo and I have to say. A Gigantic Thank you very much, I believed your report was very informative I will return to see what more great information I could receive here.

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