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Mpumalanga’s Mpower FM Recovers Ratings

Posted by radio On June - 11 - 2012 1 COMMENT

By Nyeleti Machovani

 

 

On December 29, 2011, Radiobiz made note of Mpower FM’s struggle to increase and retain their listeners, as the Mpumalanga-based radio station dismally sat at the lowest number of listeners in the commercial radio space at 55000 down from 108000 in December, 2010. Their listenership figures were dwindling, and popularity waning. Indeed, the year 2011 was a bad year for Mpower FM.

The Mpumalanga-based commercial radio station, Mpower FM, took to the airwaves in early 2006 on the frequency 94.3FM, after satisfying and securing the ICASA radio license application. According to bizcommunity.com, soon after the stations inception, the then Mpumalanga premier, Thabang Makwetla said he welcomed this new baby into the province and that the Mpumalanga Government looked forward to forming close relations with M-Power FM to assist in communicating with the people of the province.

 

 

Success certainly thrives through adversity, because astoundingly, Mpower FM is making a commendable come-back. In the 2012 RAMS, Mpower FM is currently pulling 85 000 listeners as of May, 2012. Radio is a numbers game and mathematicians believe that numbers never lie; invariably, the radio industry is sustained by decimals, as they are the most telling variable of a stations growth and popularity. A 30 000 surge in listenership between five months, not only deserves recognition, but also begs the question: “How did they do it?”

Mpower FM’s Head of Marketing, Jane de Jager credits the stations new charity venture, titled ‘Take a Step for Children’, as one of several reasons behind the success of the station in growing its listenership base. “We are supporting different Non-Governmental Organizations (NGO) every week, and we have managed to incorporate that into our radio programming. Every Wednesday, we invite the chosen charity organization in studio and learn about them, while encouraging sponsorships for these organizations”, says de Jager.

What Mpower FM has done differently in comparison to previous years, is to focus primarily on community development. The importance of networking, inter-connectivity, and striving for a common goal between a web of affiliates, has proven to be a successful working formula to gain listeners for the radio station. “As of 2011, we have been in partnership with various community development programmes, and support approximately 44 NGO’s, such as orphanages, the Society for the Prevention of Cruelty to Animals (SPCA), and  Life Line, to name a few”, says de Jager.

The Head of Marketing further explains that the inherent opportunity in this ‘Take a Step for Children’ charity initiative is that, all businesses aligned with these charity organizations, and support structures; such as social networking sites, i.e., Facebook, Websites, Twitter, ensure that everyone is connected. This has shown to increase the traffic of new listeners to the radio station tremendously.

Although the 2012 RAMS indicate a vast improvement from the figures of the previous year, Mpower FM still needs some heavy leg work to bring up their listenership to its former glory. In comparison to the RAMS figures of 2010, in October of that year, Mpower FM reached its highest peak with a listenership base of 120 000. “We have some exciting plans underway to make sure we keep growing our figures. Some of the upcoming projects are focused on rural development, and we will be working closely with schools and businesses in the province”, says de Jager, mindful of not revealing all the stations’ future plans to their competitors.

As June is “Youth Month”, Mpower FM has partnered with Riverside Park in Nelspruit, and organized a 10km Marathon on June 16, 2012, through the Botanical Gardens. In addition, the station has organized for Orphanages to partake in a business-to-business walk, where corporate partners will be donating items such as blankets, to guard against the cold for the under-privileged. These donated items will be hung on a lengthy washing line erected along the marathon route, in support of Youth Day.

In an active bid to successfully recover from their listenership decline in 2011; Mpower FM is continuously conducting surveys to better understand the needs of their listenership market. In doing so, the radio station is analyzing its output and working to meet the needs of their audience. Judging by the steady growth in listenership, Mpower FM definitely seems to have finally found the working formula to ride the ever turbulent radio airwaves. The station will hopefully keep building its portfolio by retaining and growing its market, through strengthening its communication and relationship with the people of the province. Nevertheless, the future certainly looks bright for this resolute Mpumalanga station.

 

 Did you Know?

  • Mpower FM is an English music radio station.
  • Mpower FM is owned by majority owned by local business consortium Mbombela JV with a 48% stake.
  • The other two shareholders are Direng Investment Holdings, 27.1%, and operational shareholders African Media Entertainment Limited (AME), 24.9%.
  • No station in Mpumalanga deploys more community events, contesting and marketing than Mpower FM.
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According to My Broadband, Interwebsradio recently became the first South African streaming radio station to be listed in the Radio section of iTunes.

Before getting listed in iTunes the radio station was already available on just about any computer and modern mobile device through its website and other streaming radio collections such as TuneIn Radio.

But just what does it take to run a radio station on the “Interweb” from South Africa?

“We are bootstrapping our station from open-source software, a little pocket change and an insane love of music,” Interwebradio’s Dirk Hanekom recently told My Broadband.

Asked whether the station is making money, Hanekom said that they aren’t showing a profit yet and joked that sponsors and advertisers are welcome.

“Seriously though, we do have a number of advertisers in the pipeline once we start showing real listenership figures,” Hanekom said.

The technology

Interwebsradio streams from servers in Germany, Hanekom said. “We also have a development server located in the US for most of our testing and monitoring purposes,” he added. “Some would call that the ‘Cloud’. We call it server hosting in a top-end redundant data centre.” Hanekom said that the high cost of hosting in South Africa forced them to make a choice between a little more latency and price. “The lower price won,” Hanekom said.

The service they receive in Germany is “ridiculously cheap” by comparison, Hanekom said, explaining that they get 5 Terabytes of data transfer per month before they get throttled to a “slower” speed of 10Mbps. “We aim to hit that target,” Hanekom said. “It’s a challenge!”

Hanekom said that they would love to have local server proxying content closer to SA listeners. “We’ll get there, but the ISPs need to come to the party first,” Hanekom said. If Interwebsradio decided to use overseas hosting services to cut down on costs, just how much bandwidth do they use? “It’s early days, so not nearly enough,” Hanekom said before breaking it down:

  • January: 303 GB
  • February: 430GB
  • March: 325GB
  • April: 250GB

Plans for the future

Asked about their plans for Interwebsradio, Hanekom said that they already broadcast as many events live wherever they can.

“We love the fact that we built this capability from scratch and it’s working really well… when we have connectivity,” Hanekom said.

Among the events Interwebsradio has broadcast live are album launches from The Bioscope in Joburg and concert gigs such as Park Acoustics in Pretoria.

Regarding the addition of DJs to their shows, Hanekom said: “We don’t ever want to bore listeners with the usual rubbish guess-what-I-did-yesterday-cos-I-have-so-much-time-on-my-hands that current ‘music’ stations have.”

Hanekom said that their shows will have a massive music focus.

“We’re still fighting over who has the best voice for radio,” he added. “We’re a bit shy about talking.”

Interwebsradio has a number of amateur DJs working on the planning for their shows, Hanekom said. These will include “The Old School Super Cool Rock & Roll Show”, and “Cover Lover”, among others

Source: mybroadband.co.za

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New Markets Need A New Game Plan

Posted by radio On June - 4 - 2012 Comments Off on New Markets Need A New Game Plan

There is a shuffling of feet and suits in fully-booked boardrooms where minds are at play. The urgency is that the market is expanding, and advertising industry players in radio need new ideas, to retain, grow, and identify new niches in the market. Simultaneously, ever conscious of its relevance in contemporary society, the radio industry needs advertising bodies to keep up with changing trends and markets.

The cause for this clamber is because, on December 15, 2011, the Independent Communications Authority of SA (ICASA) awarded three new commercial radio broadcasting licences to one operator in each of the primary markets of Gauteng, the Western Cape and KwaZulu Natal. A requisite of ICASA’S licence conditions necessitate new free-to-air broadcast licenses to start operations within six months. What this means is that the number of commercial stations is increasing. The questions which float in our head are; what does this mean for advertising spend? Is there a gap in the market for advertisers? For one, competition is going to become fiercer than ever before between radio stations that will be fighting to have their share of the proverbial pie.

As noted by ‘The Economist’, the advertising industry is passing through one of the most disorienting periods in its history. This is due to a combination of long-term changes, such as the growing diversity of media, and the arrival of new technologies, notably the internet. Consumers have become better informed than ever before, with the result that some of the traditional methods of advertising and marketing simply no longer work.

What to do?

A feasible alternative is for veteran radio stations, and merging radio stations to re-define what this new opportunity provides. Usually the word ‘competitiveness’ is met with slight discomfort, as it implies the end-result to dictate a “winner” and a ‘looser”. However, there is another perspective. Competition should be encouraged. More specifically, healthy competition should be encouraged, because it emphasizes the importance of working together; for the benefit of the industry as a whole, the particular stations, and advertising bodies involved.

SAARF (South African Advertising Research Foundation) provides annual research data (RAMS) about the listenership trends of all stations in the country; it clearly shows who listens to what station at what time. If radio stations worked together and shared the ad-spend by following their target market as and when they change the stations. If the stations can start analyzing the RAMS properly they can put an advertising package together that will see radio ads targeting the same listeners being aired according to the listenership patterns of the particular target market.

Too Many Choices!

To keep up with this emerging radio market, and still get the best of all worlds, you can follow a radio diet, for starters. An example of a personal radio diet would be; Monday to Friday, from 06:50am tune to Kaya FM’s 180 with Bob followed by Radio 2000’s Just-Ice’s Super Fantastic Breakfast.  Between 7am and 07:10 tune to Talk Radio 702, and from there, revert back to Kaya FM and Radio 2000. Alternatively, switch between Metro FM and YFM between 07:20 and 07:50.  If you are in LSM 10, male and 32yrs old every advertiser who wants to reach you can do that across all five stations within an hour. The same ads can be aired between these stations repetitively, even if you try to avoid these ads one them will eventually catch your attention as they are following your radio listening pattern.

According to chairman of the London arm of McCann Erickson, which is part of the giant Interpublic group; Rupert Howell, ‘the underlying principles haven’t changed [in radio and advertising]. Even the arrival of new media, like the internet, does not spell the demise of the old. Indeed, as he points out, TV never killed radio, which in turn never killed newspapers. They did pose huge creative challenges, but that’s OK, he maintains: “The advertising industry is relentlessly inventive; that’s what we do.” There can be a win-win situation after all.

 

 

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Feeling At Home With MiCasa

Posted by radio On June - 4 - 2012 1 COMMENT

By Gaopalelwe Moroane

 

It is difficult, if not almost impossible to wake up in the morning, switch on the radio for a breakfast show and not be greeted by J-Something’s sultry voice, singing, “Good morning to the world out there.” It is even more difficult to not smile or bob your head along to the upbeat tempo of the song. These are the sounds of MiCasa’s award winning single, These Streets, which took South African airwaves, clubs and streets by storm and later went on to win them their  two SAMAs  this year . The album has also followed on to sell double-platinum.

MiCasa, which is made up of the trio, producer and DJ Dr Duda, vocalist J-Something and trumpeter Mo-T, began working together after a random session where the three individuals “free styled” an unrehearsed piece together and blew the crowd away. It’s been love ever since and the airwaves are grateful. The Portuguese–born lead singer, fluent in isiXhosa, is the very good looking Joao, who started calling himself ‘J-Something’ as people could not pronounce his name. He went to school in the Eastern Cape, Grahamstown school, Graeme College and worked on his musical talent when he got involved in the local church as a member of the ‘River of Life’s’ music team. Prior to shooting to fame, as the lead in the group, he sold t-shirts with his brother in Johannesburg.

After the release of the award winning single “These Streets”, MiCasa released Heavenly Sent, which listeners took a liking to almost as much and whose music video was released. It’s a lovely ballad accompanied by a beat that you can’t help but want to dance to, and the ever faithful Mo-T’s trumpet.

MiCasa falls under the successful record label, Soul Candi which is also the home of 5 FM’s Euphonik and Frankie, just to name a few. It therefore comes as no surprise that the trio produced a record of such a high standard.

The album itself consists of fourteen consistently head bopping tracks, and are well deserving of the Best Dance award that they received. My personal favorites on the album are their rendition of the R&B legend, Sade’s Smooth Operator. The only criticism that I found on reviewing the trio’s is that the album isn’t mixed like most dance and house albums are. This however does not take away from the general quality of the album and one can hear why it has been so well received.

 

 

 

 

 

 

 

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Presenter Guidelines

Posted by radio On June - 4 - 2012 Comments Off on Presenter Guidelines

1. Attitude – Always think of the listener. Radio is talking, sharing and speaking person-to person—not just saying what YOU want to say.

 

2. Animation – You are an actor. You need to act in order to compensate for the fact that there are no gestures, facial expressions or motions in the words you are speaking. Project your voice and use appropriate intonation that fits the context of the message.

 

3. Script reading – Speak to the listener, don’t just read information. Speak with authority to enhance credibility. Only sound like you are reading when the text allows reading, as in Scriptures. Otherwise, talk to the listener.

 

4. Listening – Listen to yourself and evaluate yourself. Does your voice sound natural or artificial?

Listen to the program. Does it keep the listener in mind? Compare your program with others. Does it maintain a high quality? Is the technical quality excellent? Analyze your answers to these questions and learn from your errors. Only by the art of critiquing yourself and your programs can you improve your broadcasts.

 

5. Critique from others – Accept all kinds of critiques or criticism from others because you learn even more from others than from self-evaluation. No one is perfect, but the ideal is to assume the role of learner. Some of what you hear will not be positive, but you can always learn something from it. However, remember, you won’t please all the people all the time, so stay balanced when analyzing the critiques.

 

PROGRAM PRODUCTION SUGGESTED STYLES FOR SCRIPTS

 

1. Narrative – Use one voice. Aim for a casual and normal way of speaking rather than pulpit type preaching.

 

2. Dialog – Use a natural setting of two people talking. Lead into a discussion, statement and comment style. This style is credible and natural to the target audience.

 

3. Question and Answer – Use care in choosing your speakers. Special attention should be given to the way questions are asked, for naturalness and progression. It’s a very good way to deal with difficult matters. It can make otherwise heavy information more interesting.

 

4. Modified Drama – Use lots of voices to give more interest and variety. You need to make sure each one has practiced his or her part. It is good to use mixed voices where possible and suitable. Each part should be dramatized rather than read in a stiff manner.

 

5. Ethnic Chants and Music – Use these for storytelling. They have proven to be an effective way to share truth that could not be readily expressed through a sermon format. You need to keep a close check on content to ensure teaching is truth.

 

6. Poetic – Poetry is especially effective with the Muslim community. It is similar to the above chants but in a rhyme form. It has great appeal to the otherwise disinterested audience.

 

7. Testimonies – Carefully select believers who can give concise true life stories. They can have a tremendous impact because of the person’s story of the life-change. In some cultures it is considered inappropriate to identify the person.

 

8. Storytelling with Sound Effects – This is very effective if sound effects are readily understood andsound real. The storyteller keeps the listener in mind and tells rather than reads the story. This is especially good for children’s programs.

 

 

9. Songs – Thematic teaching through the use of songs has proven very helpful. It causes the listener to think on the message rather than dwelling on the music. Be careful when selecting existing songs. Make sure they are biblical in their teaching.

 

10.Read-a-longs – As a motivational tool read-a-longs can increase reading skills. A reader on cassette needs to pause at punctuation marks and use expression. Special attention needs to be given to the pace of the reader. Bear in mind those who will be reading along. Time needs to be allowed for finding pages, turning pages, etc. If drawings or pictures are used in the printed materials, time should be allowed for viewing them. Attention should be drawn to the illustration. This is especially true when introducing new materials and if the users are new readers.

 

Source: www.vernacularmedia.org

 

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It’s Idols Time Again

Posted by radio On June - 4 - 2012 Comments Off on It’s Idols Time Again

The eighth season of South Africa’s biggest television talent competition, Idols SA, hits the airwaves on Sunday 3 June at 17:30, with judges Gareth Cliff, Unathi Msengana and Randall Abrahams arriving at the first auditions in style, ready to search for that one elusive superstar who will be South Africa’s next Idol.

Idols SA is a co-production between M-Net and Mzansi Magic this season and on all the Sundays in June, viewers of both these channels will see how the search took the judges from Sandton and Soweto in Gauteng to the sunny shores of Durban, where they encountered a thrilling batch of new contestants – the good, the bad, and the tragically misguided!

The Johannesburg auditions, which took place in Soweto and at the Sandton Convention Centre, will be the focus of this Sunday’s show, while the auditions at Ushaka Marine World in Durban will take centre stage on Sunday, 10 June and the Cape Town auditions at the Table Bay Hotel on Sunday, 17 June. The highlights of the audition tour will be screened on Sunday, 24 June.

“Viewers can look forward to the most spectacular and entertaining Idols auditions to date,” says M-Net Communications Manager, Lani Lombard. “The backdrops of the venues bring an extra dimension to the series, adding more drama to the already high-tension surroundings and it’s evident right from the start that the variety of contestants are adamant to live the Idols dream. Everybody wants to be the next Idol, so be prepared to experience all the emotional ups and downs as the contestants receive their Golden Ticket or get those honest opinions from the judges!”

But who will it be? Two contestants who have already received some media attention are Rethabile Khumalo and Dumi Masilela. The 17 year-old Rethabile Khumalo, who believes music is her destiny, is the the daughter of AfroPop legend Winnie Khumalo, so music runs in her blood. Multi-talented 23 year-old soccer star, Dumi Masilela, who sees no conflict in a dual soccer and singing career, has been praised for his talent and charm.

Apart from being screened on M-Net and Mzansi Magic, Idols will also be available on other platforms. From Sunday, 3 June, DStv viewers can enjoy more of the auditions on the dedicated 24/7 Idols Extra channel (channel 199) and all the auditions will be loaded on the official Idols website: www.mnet.co.za/idols.

DStv’s mobile users can a be enjoyed Idols SA on their Drifta of Walka and DStv On Demand offers the shows for its PC users. Fans can also visit the Facebook page for Season 8 of Idols at “Idols South Africa”, or tweet on Twitter @IdolsSA.

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DStv Mobile Unveils The New iDrifta!

Posted by radio On June - 4 - 2012 5 COMMENTS

DStv Mobile announced today the launch of a brand new product: the iDrifta; a convenient little gadget that is set to enhance the mobile TV viewing experience on popular Apple mobile devices.
The iDrifta is a plug and play mobile DVB-H receiver exclusively for Apple mobile devices; it is portable, lightweight and designed to be simple and intuitive for users of these devices.

“Using the iDrifta is very easy, you simply plug it into an iOS device, the application opens automatically and viewing can begin right away” said Mark Rayner, CEO of DStv Mobile.

The device is compatible with iPod 4th generation, iPhone 4/4S and iPad 1/2/3. With a battery life of 3.5 hours, viewers are set to enjoy hours of music, sport, general entertainment, news and cartoons on the move.

“Remaining at the forefront of innovation is something important to us and we are continuously searching for ways to increase access to DStv Mobile. We acknowledge the popularity of Apple’s mobile devices, so launching the iDrifta was a natural progression in our strategy” concluded Rayner.

South Africans now have even more ways to make sure they stay tuned to two of the planets greatest sport events: the London 2012 Olympics which start on 27 July and UEFA Euro 2012 which kicks off on 8 June. The launch of the iDrifta comes just in time for Father’s day and would make the perfect gift for dads who can’t get enough sporting action.

The same great channels are available across all DStv Mobile capable devices and subscription is also the same at R49 per month. DStv Premium subscribers pay no additional subscription fee to access DStv Mobile.

The recommended retail price is R499 and the device will be available from MultiChoice service centres, select retail outlets and online stores from 11 June 2012. DStv Mobile coverage is available in the 9 major cities of South Africa: Johannesburg, Pretoria, Bloemfontein, Cape Town, Rustenburg, Mbombela, Polokwane, Port Elizabeth and Durban.

Source:  http://www.dstv.com/

 

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SA Collaborates With World Radio Astronomy Body

Posted by radio On May - 28 - 2012 Comments Off on SA Collaborates With World Radio Astronomy Body

On 13 May, 2012, it was announced that South Africa has joined the international JIVE radio astronomy research institute, the National Research Foundation (NRF).

The Joint Institute for Very Long Baseline Interferometry, alternatively referred to as JIVE, is an institution which works in various fields of galactic and extragalactic radio astronomy, planetary and space sciences and is funded by the national research councils in nine countries in Europe and beyond.

South Africa has proven to be a worthy member of JIVE and partner to Europe with regard to the development of science. This is attributed to the newly built radio astronomy facility titled ‘KAT-7’ in the Karoo, Western Cape. In addition, the country has proven to be beneficial to JIVE through the research conducted by the NRF via the Hartebeesthoek Radio Astronomy Observatory.

According to SAPA, South Africa is one of the African countries which will be used to convert obsolete satellite communications dishes across the continent into radio telescopes. South Africa is augmenting its radio astronomical capabilities with the Karoo Array Telescope (KAT-7 array and MeerKAT), which will also be used for Very Long Baseline Interferometry (VLBI).

NRF deputy CEO Dr Gansen Pillay says: “We are most excited that this collaboration will aid in promoting South Africa’s commitment to the science of astronomy and forge more international science relations,”

The biggest role of this partnership according to Pillay is “it is expected to act as an additional mechanism in promoting the growth of science in South Africa, with developmental benefits well beyond the field of radio astronomy,” says Pillay.

Source: http://agentzee.org/sa-joins-world-astronomy-body

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Useful Broadcasting Hints and Tips

Posted by radio On May - 28 - 2012 6 COMMENTS

BROADCASTING CONCEPTS

1. The listener controls the radio. He can turn it on or off. That is why you not only need to acquire an audience, but also know how to maintain one.

 

2. Radio is one-time communication. The message needs to be clear, simple and precise for a one-time hearing. Don’t be afraid to repeat the information in different ways.

 

3. Radio is one-way communication. There is no listener dialog. Therefore, consider the listeners’ thoughts and reactions and meet them where they are. Design your programs so they feel you understand them. Talk to them. Convince them you are aware that they are out there listening.

 

4. Radio is audio only. It is not like TV or video. Radio only stimulates the audience with the speakers expressive words, music or sound effects. Radio must create an image and stimulate the imagination to validate its message.

 

  BROADCASTING PRINCIPLES

 1. Our minds can only receive a limited amount of information at one time. Therefore, limit the details and the number of concepts presented in any given program. Be as brief and concise as the rules of the language will allow. Do not overwhelm or overload the listener with unnecessary details or too many topics.

 

2. No message can be understood faster than the mind can process and understand. Do not race through a program to save time. Speak naturally, as if talking with another person.

 

3. The quality of your voices tone influences how the message is received and interpreted. Match the quality of your tone to the intention, importance, and dynamics of the message.

 

4. Speak to a person, throughout the entire program, even when the selected target is a group. Always keep the individual person in mind.

 

5. Do not allow anything to impede the reception of the message. There is always the possibility of distractions during the transmission or reception of a message. Distractions can be technical, mechanical, semantic or some interruption. It can come from outside things over which you have no control. Make sure you cannot possibly cause a distraction. Watch your own movements. Do not make any noise or comment that will detract from the message.

 

PROGRAMMING PRINCIPLES

 

1. Focus on People – A program is interesting if it has an effect on the life of the listener. Talk about his culture, language, history, village, or someone he knows. Describe an activity that interests him. Make people feel a part of what is going on and draw them into becoming involved. Facts alone are boring. Resist relying on a list of figures, abstract facts or theories. That will almost guarantee that loss of interest in programs, now and in the future.

 

2. Include Conflict – Challenge and struggle stimulates. A program is interesting if it includes conflicts between people, interests, ideas or concepts. It doesn’t have to be violent or a case of life or death. It can be about differences, struggles, unresolved problems, questions or challenges.

 

3. Get Excited!! – Create interest and involve the audience. A program is interesting if the speakers show real passion and excitement for their subject. If the narrator, interviewer or actors are not involved in the program, you can’t expect the listener to feel involved, animated or enthused.

 

4. Keep It Simple – Avoid confusion. The program material needs to be adapted a level the audience will understand. Adjust words, speed of the speaker’s presentation and the number of concepts to their level.

 

5. Use Your Imagination – Make it come alive! A program is interesting if sounds as if it is

happening, even as you speak. Try to visualize the situation. This not only helps the presentation, but it also helps the listener understand. So, imagine the situation and describe it.

 

6. Bring in Variety – Change demands attention. A program is interesting if it has variety. Change keeps programs from becoming routine, boring and unattractive. Change the format, presentation, speaker’s voices, and the technology. Use sound effects, re-verb, and equalization. It will encourage the mind to continue to focus on the message.

Source: www.vernacularmedia.org

 

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RAMS Stats For 2012 Released

Posted by radio On May - 22 - 2012 Comments Off on RAMS Stats For 2012 Released

By Nyeleti Machovani

There are some noteworthy improvements in the radio sector, and the biggest indicator is that the incidence of listening remains at a steady 88% in South Africa according to the latest South African Advertising Research Foundation (SAARF).

 

 

Ikwekwezi is performing quite well in the Public Broadcasting Server (PBS) sector. The station’s seven-day listenership rose from 4.1% in RAMS Feb 2012 to 5.0% in May 2012. The radio station which targets 25-49 years olds in the LSM 4-8, is the only isiNdebele station in the country has been positioned to improve the lives of its listeners by keeping them in touch with current issues while catering for the needs and tastes of the Ndebele people. According to the statistics, the average Monday to Friday reach is also up, from 2.0% to 2.4%, thanks primarily to more male listeners, 35-49 year olds, and listeners from Limpopo.

Another radio station which is also performing remarkably well is Ligwalagwala FM, with its weekly reach which has risen over the previous RAMS release, up from 3.5% to 4.0%, with the large urban sector being the biggest contributor to this growth.

On the other end of the spectrum, some radio stations are experiencing a decline in radio listenership. According to the SAARF statistics, the small urban/rural sector is the biggest contributor to this decline, losing 11 minutes of listening per day since the previous survey, while the large urban sector lost two minutes.

Some of the radio stations which are in decline are;

Jacaranda FM 94.2 FM, : declined from 5.9% reach in RAMS Feb 2012 to 5.2% currently (past 7 days), with an average Monday to Friday reach is also down over the previous survey, from 2.9% to 2.4%.

 

 

Capricorn FM is down from a weekly reach of 4.4% previously, to 3.9%, with losses amongst females and the 35+ group. Average Monday to Friday listenership is also down, from 2.0% previously to 1.6%, specifically in the 35+ market.

North West FM’s weekly reach is down from 2.2% to 1.5%, with average Monday to Friday listening down from 0.9% in RAMS Feb 2012, to 0.6% currently. These losses were seen specifically in the 15-34 age group.

The community radio sector’s reach has remained stable over the previous survey, at 24.5% of adults on a weekly basis, and 12.4% on an average Monday to Friday.

 

The next release of SAARF RAMS will take place on 21 June 2012.

For more information, visit: http://www.saarf.co.za/

 

 

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