[By: Boitumelo Mmakou]
Located at the heart of Midrand, Mix FM 93.8 is a community station that is of commercial quality. Mix FM reaches out to greater audience than a community radio station would. The station also has quality content, and professional radio presenters.
Mix FM has an audience of over 180 000 listeners, situated on Harry Galaun drive, the station caters for listeners in Midrand, Kempton Park, Tembisa, Alexandra, Sandton, Randburg and all the way to Krugersdorp, Bapsfontein, Pretoria, Hartebeespoort Dam and Roodeport.
Mix FM is a radio station that ensures that it reaches out to all its listeners, with diverse shows that will relate to all kinds of people, and all age groups. The station targets everyone, has integration of all music genres and has segments on each show that will make everyone feel a part of the station. The community radio station is on air 24 hours a day, with dynamic presenters, and the latest music to offer. All shows are done in English to accommodate all the listeners of the station.
The station prides itself as the people’s informer and entertainer, as a community radio station it is Mix FM’s aim to ensure that the listeners receive news that is current, the station is sure to present valid news that the surrounding communities, and inform them about what is happening in and around them.
Mix FM is educational and informative to the listeners. It seeks to inspire and encourage listeners to be a part of the station, through competitions, and interactions with them on the social network. However more than anything the station primarily focuses on their community outreach programs, and charity work, doing their out most best to reach out to the community. ”Over the years for example we have had our doors open to offering internships to those who seek to do radio, most of the young people we’ve hired in the past either became permanent staff or we’ve helped move forward to other radio stations”, say’s Abigail, the programs manager at Mix FM.
Non-commercial radio stations such as Mix FM, often have challenges of securing sponsorship for the broadcasting material in order for the station to keep running, thus the station heavily depends on the contribution of local financial funding. Due to their listenership and the radius that the station covers, it has managed to pull in a lot of advertisers to help sustain the station. Brands such as Vodacom, Tracker, McDonalds, Sandown Motors, Blue Feather are a few of the companies that have played a role in the success what Mix FM has been over the five, “Just because we are a community radio station doesn’t really mean we need to think like one or act like one, we want to set a standard, and show other community radio stations that they too can have the standard of a commercial radio station. We work hard to keep the station running, we are always out to promote the station and that draws in a lot of people and companies to advertise, we think out of the box and that’s what sets us apart”, adds David Watts the station manager of Mix FM.
The most unique thing about the station is the presenters, Mix FM has a group of individuals who love radio, and are committed to the listeners, “we are a personality driven radio station, people love the station’s presenters. We have had people come to the studio just to hang out with the presenters” says David. Shows such as Shaken not Stirred hosted by Olive Ncube, and The Roxy Blows show hosted by Roxy Blows are some of the amazing shows that you could find yourself enjoying because presenters that a full of personality and energy . “When putting our show programs we always have the listener in mind, and also pay close attention to the times that most people would be listening, and we also make sure to have shows that are relevant, other shows include the Medical show called Naturally Speaking hosted by a health expert, we also have Time to Make you Think a free advice show. We have a whole variety of shows that cater for everyone”, adds David.
When the new management team took over in 2009, the new team strived to better the stations success: Station manager Abigail Milosevich, David Watts and the rest of radio station team from its interns to the full time staff prides itself in carrying the brand that the station is, by making sure that the production of content an music always has the listener at heart, and that all the talent of the radio station suits the listeners, and also constantly ensuring they make a positive impact in the community, give back, bring the people of the community closer together, whilst also ensuring that the community knows of the station through all mediums. The hard working station is one of South Africa’s best community radio stations that has not only been around for a while, but with the amount of passion and dedication the team puts in, Mix FM is sure to be even bigger and better in the future.