By Nyeleti Machovani
Last week Radiobiz brought to you a retrospective look about where Motsweding FM as a station comes from (http://radiobiz.co.za/?p=1021), revealing to us a past grounded in the deep context of South African history. There is wisdom in knowing where ones roots emerge from, to know where you are going. With this in mind, today we look at Motsweding FM currently, and the stations’ future aspirations.
Motsweding FM presently
Bokamoso Tota, meaning “The Real Future” which is synonymous with cultural values, positions Motsweding FM as a progressive brand that delivers the future while embracing our heritage. Today, the station speaks to over 3 million Setswana speaking and understanding South Africans and delivers cutting edge, distinctive and compelling programming that creates excitement about brand Motsweding FM and instills a sense of pride for Batswana both in South Africa, Botswana and abroad.
It is commendable for a radio station to maintain longevity in this competitive contemporary radio landscape. Re-branding and evolving seems to have been the secret ingredient which has kept Motsweding FM abreast of trends, and sustained its relevance. “The platforms for distribution of audio content are increasing, and media and telecommunications are converging across the board, defining what we mean by the “radio industry” now, or what it may become in future. So in line with these industry changes, it is relevant for Motsweding FM as the “Real Future” brand to also evolve and take advantage of new media platforms and technologies available while retaining radio’s unique strengths, which is that of being immediate; creating a platform for interaction; and providing advertisers with an opportunity to sell their products to a specific target market.
These new media platforms give a lot more options in terms of content and programming than traditional radio does. For instance, Podcast listeners can determine the time and place at which they decide what programming they would like to receive and when exactly they want to listen to it”, says Mtyali.
Corporate Social Responsibility (CSR) is a contentious topic as the title has in many an instance proved to be the ideal cover-up for corporates to expedite selfish agendas. Mtyali feels ardent about the role of CSR in our communities: “No corporate should get involved in social responsibility for brand awareness. Bettering the lives of our people should be the key aim. We must all be concerned with restoring the dignity of our people more than just running a PR campaign for the sake of brand visibility”, she says.
Mtyali accentuates that Motsweding FM is an authentically caring brand. “We ran a Back to School campaign initiative at the beginning of the year to raise funds for children who cannot afford school fees, a Car Wash CSI initiative was also executed with an intention to assist buy school uniforms for deserving children”, she says. In addition to these initiatives, the station ran a clean-up campaign at Mafikeng High which saw Motsweding FM personnel dedicate a day to a clean-up in preparations for school reopening. The station also hosts Soup Kitchens CSI initiatives during the winter to cater for audiences in need. “We have recently donated a fence for a school in Dipudi (Ganyesa), a vegetable Garden in Tweelagte (Rustenburg), Blankets in line with our winter campaign to communities in Mafikeng. Last year, our on-air personalities volunteered their time at the Moses Kotane Hospital in celebration of Nelson Mandela Day, hosted a shave-a-ton in partnership with CANSA with an aim to raise funds for cancer patients”, says Mtyali.
There is no doubt that Motsweding FM has travelled a long journey, with meandering cures of self-discovery. Mr Senne, who still listens to Motsweding FM remarks “the station has improved a lot. It is free now, no longer under sanctions, and to note these changes are so interesting because there are so many differences compared to my time. There are several programmes that I certainly still enjoy’, he says. In conclusion, Mtyali believes that Motsweding FM will still be as relevant and exciting in 50 more years’ time as it is today; “In 50years, I believe Motsweding FM will be an international brand. With all the walls and barriers removed due to digital convergence, the possibilities are endless”, she concludes.
Radiobiz wishes the station the best, and we will certainly be keeping a watchful eye on the progress.