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The Public Service Broadcaster (SABC)  has received  a total of 95 nominations at the announcement of the 2017 Liberty Radio Awards.

 

A number of SABC Radio presenters and programs were nominated in various categories including Afternoon Drive Presenter, Roger Goode (5FM), Bongani Mahlangu (Ikwekwezi FM), Dumisa “DJ Shabbisto” Mavuso (Ligwalagwala FM), Byron Oliver Davies (Lotus FM) and Lucky Komanisi (Motsweding FM) just to name a few.

 

SABC Head of Radio Marketing  Siphelele Sixaso commented , “I would like to wish all the SABC Radio stations the best as being  recognized by fellow peers in the industry is a big tap on the back to carry on delivering the SABC Public Service Mandate for all South Africans from all walks of life. The over 80 finalists that we have received as the different radio brands bears testimony that SABC Radio brands are the most pervasive medium with the widest reach and we will ensure that this reach is used to Inform, Educate and Entertain our listeners with new and exciting Innovations”.

 

Other Categories included Business and Finance Show,  Umhlobo Wenene FM (Ezorhwebo Nezimali), Daytime Show, The Forbes & Fix Show (5 FM), Community Project – Ex Convicts Empowerment  (Thobela FM) , Content Producer Hlengiwe Mbatha (Ukhozi FM), Music Show – Top 30 Count Down (Radio 2000), The Mash Up (SA FM) and Bollywood Billboard (Lotus FM). Night Time Show –Seks en Jy (RSG), Hlalani kum Mna Ndihlale kuni (Tru F,M), Sports Presenter – Robert Marawa (Metro FM), Jody Hendricks (RSG), and Station Imaging (Good Hope FM)
SABC also got nominations on Radio Documentary, Radio Innovation, Spots Show, Traffic Presenter and Weekend Show.

 

The Liberty Radio Awards aims to present a credible, well-judged transparent programme that promotes and recognises excellence in radio, with the objective of ensuring that  remains one of South Africa’s foremost media choices. It’s about rewarding those individuals and organisations who combine talent, hard work and skill to ensure that their listeners are compelled.

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OFM announces exciting new on-air line-up

Posted by radio On March - 25 - 2017 ADD COMMENTS

OFM, the sound of your life in Central South Africa, is ringing the changes in April, with exciting programming and competitions to look forward to.

 

Many hours of on-air training with handpicked individuals has resulted in three new presenters making their debut at the station from the beginning of April. Alucius Mocumi will be on air from 01h00 to 05h00 weekdays and 16h00 to 19h00 on Sunday, Thabang Moselani will keep listeners company from 22h00 to 01h00 Monday to Thursday and from 22h00 to 01h00 on Sundays, with Chantell Leach taking the 00h00 to 03h00 shift on weekends.

 

OFM is also happy to welcome Christina Kouveldt, who will be joining the OFM Breakfast team, and Shandor Potgieter, who will be hosting the Saturday mid-morning show from 09h00 to 13h00.

 

Furthermore, OFM is reintroducing a previously successful split radio show from Monday to Friday from 09h00 to 13h00. Lerato Lelia will move into daytime radio, by presenting the mid-morning show to the southern Free State and Northern Cape, while Isabel Potgieter will continue to present her programme live from Klerksdorp to the northern Free State, Vaal and North West province.

 

With the introduction of new voices, OFM’s on-air offering will also get a bit of a face-lift with a firm focus on music.

 

Says Nick Efstathiou, OFM’s General Manager: “Our listeners love music and so do we! By welcoming some new talent to the station and changing our presenter line-up slightly, we feel that it is also appropriate to take a fresh look at our music offering and make sure that we keep playing the songs our listeners love.”

 

Other interesting and exciting projects include a number of on-air competitions later in the year, including Zero Balance and the Sound of Your Life. Those who’ve always had aspirations to be on air might also get their chance this year. Celeb Radio will also return in June with confirmed guests Janina Oberholzer and Nianell.

 

“We are excited about these new elements and we hope our listeners are too. With these changes, we hope to engage, inform and entertain our loyal listeners even more,” says Efstathiou.

 

To stay informed about all the latest happenings, keep listening to OFM, download the OFM radio app or stream OFM for more details.

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Adjudication Update – Liberty Radio Awards

Posted by radio On March - 20 - 2017 ADD COMMENTS

Adjudication has gone exceptionally well for the 2017 Liberty Radio Awards and the scores are presently being thoroughly checked by the auditors, Mazars, who are making good progress. They are confident that they will release the information to us well in time to ensure that we release the names of the finalists on Wednesday 22nd March.

We received excellent feedback from several of the adjudicators and here are some of their comments:

“There were some really brilliant pieces sent through and there were some that made me feel that you`re hazing me.

On a serious note though there are a number of stations, especially community and campus stations that could do with some help, whether its help with equipment and basic training. You hear the passion and the love for the medium but basic radio understanding and presenting is something they weren`t taught.” MK

 

“Personally I would like to thank you for giving me the opportunity to adjudicate the entries. I must say that it rejuvenated my passion, evoked memories and past experiences and it also gave me an opportunity to learn more this industry that forever evolving. I am honoured.” TB

 

We are extremely grateful to the entire adjudication panel for giving of their time and effort to listen to the submissions and to share their knowledge and expertise. By giving back to the industry, they are making sure that radio continually fine-tunes its offering to remain the compelling, foremost media choice. They are ensuring that the flame of creativity and excellence in radio, continues to burn brightly.

 

 

Who will be the winners on the night of 22 April at the Sandton Convention Centre?

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The South African Broadcasting Corporation (SABC) has noted with great concern the recent misrepresentations around the 16th edition of the Metro FM Awards, which took place on the 25th of February 2017.  The SABC would like put the record straight and in particular deal with the recent Twitter account @SAHipHopMag, which stated someone had hacked the SABC’s servers to gain the “Real Metro FM Awards results” of the winners of the 16th METRO FM Music Awards.

 

It must be stated that this is not true as the website address or the Uniform Resource Locator (URL) is not the correct Metro FM URL. The correct website for Metro FM is www.metrofm.co.za and not www.metrofmSA.co.za.  It is therefore malicious for anyone to purport to have the so called real Metro FM awards results.

 

It must also be noted that the voting for the various categories excluding the Best Produced/Styled/Listener’s Choice and the One Africa award were done via USSD and through an external service provider and through the website.  Therefore, the alleged hacking never occurred.

 

The SABC’s Acting Group Chief Executive Officer (AGCEO), Mr James Aguma stated that “As an organization, we view this matter in a serious light as it attempts to tarnish the image and integrity of these awards.  The Metro FM awards have been in existence for the past 16 years and are founded on ethical practices and professionalism. It is the public who votes for their favourites to win, and this fact cannot be undermined”.

 

These awards are aimed at rewarding musicians in the local music industry and as a competition musicians are at liberty to campaign for votes from the public.

 

The SABC reiterates that all winners, as with previous years were voted for by the public and the votes were audited by an external firm.

 

[Issued by: SABC]

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See the latest Radio Listening trends

Posted by radio On March - 11 - 2017 ADD COMMENTS

BRCSA recently published the latest SA radio listening trends, see below highlights:

 

  • 93% weekly reach = 35,4 million listeners listening anytime in the week
  • 76% daily reach (Mon-Fri) = 28,9 million listeners on an average weekday
  • 93% weekly reach = 35,5 million listeners listening anytime in the week
  • 76% daily reach (Mon-Fri) = 29,2 million listeners on an average weekday

 

 

  • Free State listeners spend on average 5hours listening to radio
  • Ndebele speakers spend 4h36 on average listening to radio
  • 52% listen to radio for more than 20hours
  • 64% listen to only one station
  • Phalaphala FM has the highest % of exclusice listeners at 65% followed by OFM at 61%.
  • Capricorn FM has the highest cellphone listenership penetration at 62%, followed by Yfm at 59%.

 

 

Provincial Share of Audience

 

  • Mpumalanga is still dominated by Ligwalagwala FM & Ikwekwezi FM
  • Umhlobo Wenene has 52% market share in the Eastern Cape
  • Lesedi FM is dominating Free State by 61% share of audience
  • Metro FM, Ukhozi and Lesedi FM have 37% share of GP combined
  • KZN is dominated by Ukhozi, Gagasi and ECR, together they have 76% share
  • Thobela, Phalaphala and Munghana Lonene dominate Limpopo airwaves.
  • NW airwaves biggest share is with Motsweding and Lesedi FM
  • Western Cape is dominated by Umhlobo Wenene, Heart FM, KFM and RSG.

 

Fore a detailed report visit http://www.brcsa.org.za/brc-ram-radio-listening-jan-dec-2016/

 

[Source:BRCSA]

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Get ready to join The 947 Breakfast Club

Posted by radio On March - 2 - 2017 ADD COMMENTS

Anele Mdoda will take over the 947 breakfast show from 3rd April and together with a powerful supporting cast and the best playlist to wake up the city, ‘The 947 Breakfast Club’ will be open to anyone who wants to join.

As with the iconic movie of the same name, The Breakfast Club brings together a diverse group who end up finding common ground – and having a lot of fun.

 

In addition to the chemistry between the existing crew – larger than life Anele, smooth talker Alex Caige on traffic, sassy Thembekile Mrototo on news and straight talking Cindy Poluta on sport – they’ll also be welcoming a brand new member to the team: Frankie du Toit who will be coming on board as co-presenter.

 

 

 

Frankie and Anele go way back, right to their very first day in a radio studio, when both were part of the same intake at their campus station, Tuks FM.

 

“Our shows used to overlap so we saw each other everyday, and we ran a very successful promotion together that stood out for me in my early career,” said Anele.

 

“I remember going to support his band when they played – even when they sucked! But those days are long gone and he’s done so well since then – I’m very excited to be working with Frankie again.”

 

Frankie’s star has indeed risen rapidly since then – like Anele, he’s also built an impressive radio career while simultaneously expanding into other spaces which include TV, running his own production company – and still recording and performing as a musician.

 

Frankie has solid experience on breakfast radio as he was a long serving member of the breakfast team at Jacaranda FM before he moved to 5FM, where he has been hosting a night time show. On TV he presented the music show Hoor Hoor on KykNet for two seasons from 2013 – 2015 and is currently the writer and producer of the popular KykNet Top 20 show.

 

He’s looking forward to joining The 947 Breakfast Club: “I have been following Anele’s career keenly, and with a great deal of pride, to see how successful she has been,” said Frankie. “It’s going to be a big honour to be a part of 947 and to sit across from her every morning.”

 

The station believes that the new show will be able to deliver the mix of powerful personalities who invite listeners into their club; with the hottest music and all the entertainment and information that listeners across Joburg need, to get their days started.

 

“At 947 we like to give our audiences access to big name personalities and a playlist that offers what’s hot, right now, and we think this show will deliver on both,” said 947 station manager, Ravi Naidoo.

 

“Anele has real star quality and she is remarkably authentic and funny on radio. We think that the addition of Frankie, who is also a force to be reckoned with is going to create something that brings out the best in the whole team, and appeals to a broad audience.”

 

The 947 Breakfast Club goes live at 6am on Monday 3rd April, tune in and join up.

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Gugulethu Cele joins Kaya Bizz on Kaya FM 95.9

Posted by radio On February - 27 - 2017 ADD COMMENTS

Kaya FM is pleased to announce that business journalist Gugulethu Cele will be the new host of Kaya Bizz as of 6 March 2017. As the South African economy remains at centre stage and the country grapples with the economic realities of participating globally and tackling slowing economic growth. Kaya FM is proud to be playing this part of now giving listeners a front-row seat to a dialogue with entrepreneurs, industrialists, politicians and analysts to move these pivotal enterprises tools and keys to the next phase.

 

With new anchor, Gugulethu Cele at the helm of Gauteng’s biggest business radio show, Kaya Bizz, Gugulethu will be leading the conversation on what is next for the Afropolitan business landscape. The show will present local and international business news, entrepreneurship, corporate and investment banking. Since its inception in May 2006 Kaya Bizz has grown from a half-an-hour daily finance update to an hour show bringing compelling business news and market reviews to listeners.

 

“I am excited to be joining Kaya FM and engaging with Afropolitan’s on their financial aspirations on an individual as well as business level and helping them get there. Kaya Bizz has proven to be a powerful platform which has allowed Afropolitan’s to be more than just observers of the market, as such I am looking forward to building on the foundation that has been set,” says Cele.

 

KayaBizz is an established African-focused radio business show and a reliable source of information different features and themes for each day including entrepreneurship and technology. This Kaya FM business stronghold has been ever present in the inception, birthing and growth of the Afropolitan business evolution.

 

Some of the topical features include The SMME Clinic on Mondays that offers advice and resolve issues faced by entrepreneurs especially SMEs and covers personal finance. Many of these small businesses are budding and fruitful enterprises employing a number of employees and have given meaningful and gainful employment to many communities in and around the country.

 

The African continent is the focus of Tuesday’s show and technology stories relevant to our listeners. Entrepreneurship is our theme on Wednesdays. As we round up the week on Thursdays we look at business and leisure.

 

Gugulethu is a seasoned finance and business journalist who also works as a senior anchor at CNBC Africa, where daily she engages with c-suite executives, political leaders and captains of industry from across the continent, covering a range of issues from market moving news, current affairs and economic insights. Her previous work experiences include Talk Radio 702 and providing market report updates for Moneyweb and their affiliates, SA FM and Lotus FM. Some of her career highlights include attending and reporting from the 2014 and 2016 Annual World Economic Forum in Davos, Switzerland and the 2015 World Economic Forum in Africa.

 

As a leading business content platform Kaya Bizz continues to empower the black middle class, specifically Afropolitans by making the subject matter accessible to our listeners, bringing expert analysts and top business minds on the show to delve into complex subjects. Kaya Bizz aims to be a transformation agent in our listeners’ lives as it educates, informs and entertains.

 

[Issued by: Kaya FM]

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Line-up changes at Power FM

Posted by radio On February - 24 - 2017 ADD COMMENTS

As it enters its fourth year of broadcast, Gauteng-based commercial talk radio station, POWER 98.7 will refresh its on-air line up effective 1 March 2017.

 

TT takes over from Lawrence

Thabiso “TT” Tema who has been the host of POWER Drive since its inception will move into POWER Breakfast on weekdays from 06h00 to 09h00. Thabo Mdluli, who joined the station as a music presenter and later moved to the midnight talk show POWER Zone, will take over POWER Drive, weekdays 15h00 to 17h00. Lawrence Tlhabane, who presented the breakfast show will move into a stand-in role.

 

The station officially welcomes Joanne Joseph who will take on the daily Current Affairs show, POWER Update, weekdays between midday and 13h00. Joseph is not new to the station, having stood in for Jeremy Maggs in the past.

 

 

POWER 98.7 has been known for unearthing talent in the radio broadcast medium. This time around, Power 98.7 is proud to introduce Ayabonga Cawe, an economist and renowned commentator on socio-economic developments in South Africa. He joins the station as the new host of POWER Hour, which will now air from 17h00 to 18h00 Monday to Thursday. The station also announced the time channel swap between POWER Hour and POWER Business. Andile Khumalo remains on POWER Business, which will now air from 18h00 to 19h00 every Monday to Thursday.

 

Another new development is the introduction of well-known sport journalist and commentator, Kwena Moabelo who will present POWER Zone, previously hosted by Thabo Mdluli from midnight to 03h00.

 

Enearthing new talent

As part of its line up refreshment, the station is introducing four-hour time slots for its weekend programming. POWER listeners will now wake up to AK Tshabalala who takes on the 06h00 to 10h00 slot on Saturdays and Sundays. The weekend line-up also comes with a host of new and young talent mostly from community radio stations, including AB Da Costa on Fridays and Saturdays from 22h00 to 02h00; Becky Motumo and Mputla Mpya from 02h00 to 06h00 on Saturday and Sunday mornings respectively.

 

 

POWER 98.7 Head of Programing, Ferdinand Mabalane says, “The changes are a reflection of the evolving needs of the station’s growing audience. We welcome the new voices to the station and thank all talent who have contributed to our growth”. Mabalane takes particular pride in the station’s track record of providing a platform to talent who had no previous talk radio experience prior to joining POWER98.7 and have now grown into household talk radio names. These include Iman Rappetti, Aphelele Somi, Andile Khumalo, JJ Tabane, Masechaba Ndlovu and Thabo Mdluli, to mention a few.

 

The rest of the line-up remains the same and is tabled below:

Day Show Slot Presenter
Monday to Friday POWER Breakfast 06h00 – 09h00 Thabiso TT Tema
  POWER Talk 09h00 – 12h00 Iman Rappetti
POWER Update 12h00 – 13h00 Joanne Joseph
POWER Lunch 13h00 – 15h00 Aphelele Somi
POWER Drive 15h00 – 17h00 Thabo Mdluli
Monday to Thursday POWER Hour 17h00 – 18h00 Ayabonga Cawe
POWER Business 18h00 – 19h00 Andile Khumalo
POWER Life 19h00 – 21h00 Masechaba Ndlovu
Sunday to Thursday POWER Perspective 21h00 – 00h00 JJ Tabane
Monday to Friday POWER Zone 00h00 – 03h00 Kwena Moabelo
POWER Up 03h00 – 06h00 Sebenzile Nkambule
Fridays POWER SportExtra 17h00 – 18h00 Thabiso Mosia
Friday POWER Weekend 18h00 – 22h00 Pete Radali
Friday into Saturday POWER Lounge 22h00 – 02h00 AB Da Costa
Saturday POWER Grooves 02h00 – 06h00 Becky Motumo
POWER Weekend Breakfast 06h00 – 10h00 AK Tshabalala
POWER Experience 10h00 – 14h00 Mesia Gumede
POWER Fix 14h00 – 18h00 Pabi Moloi
POWER Weekend 18h00 – 22h00 Mputla Mpya
Saturday into Sunday POWER Lounge 22h00 – 02h00 AB Da Costa
Sunday POWER Grooves 02h00 – 06h00 Mpumi Mlambo
POWER Weekend Breakfast 06h00 – 10h00 AK Tshabalala
POWER Experience 10h00 – 14h00 Mesia Gumede
POWER Fix 14h00 – 18h00 Pabi Moloi
Soul POWER 18h00 – 21h00 Ursula Chikane

 

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Amon & Pearl to host the MMA16

Posted by radio On February - 24 - 2017 ADD COMMENTS

METRO FM is pleased to announce its hosts for the 16th edition of the METRO FM Music Awards.  The multi-talented Ms. Pearl Modiadie along with the bigger than life radio legend and personality Mr. Amon Mokoena have been tasked with the huge responsibility to hosting one of the most anticipated awards on the music industry’s calendar.  Ms. Modiadie and Mr. Mokoena host the midday show ‘The Great Escape’ on METRO FM.

 

Ms. Sibongile Mtyali, METRO FM Station Manager stated “For us Pearl and Amon were an obvious choice to host this year’s awards.  Over the two years of them working together, their professionalism, working chemistry and how they resonate well with our audiences, have kept listeners logged onto their show.  We felt that it was important to bring that chemistry on-air, live to our audiences, when the awards are broadcast on SABC 1 on Saturday the 25th of February at 20:00.”

 

Ms. Mtyali further stated “Viewers of the awards can expects elements of what happens on-air on METRO FM to give them a taste of what the station’s bouquet offers.”

 

We encourage the public to watch the awards to see all the amazing acts on stage and their favourite celebrities walking the black carpet.

 

PRESENTERS PROFILES

 

PEARL MODIADIE

 

29 year-old Pearl Modiadie is an accomplished TV and Radio Presenter, Producer and Actress.  With over a decade in the entertainment industry, Pearl has become a formidable force to be reckoned with, reaching millions of households across the country and beyond.

 

Having started her career as a teenager, she has grown in front of her adoring fans and has worn numerous hats as more than just a former kid’s TV Presenter but a successful Radio Personality, a sought-after MC, Actress, TV Producer and seasoned Voiceover Artist.  She has hosted some of the most talked-about events including award shows.  It is certainly not by chance that she has grown to be the remarkable professional that she is, with a decade of experience under her belt.

 

With an infectious laughter, bubbly personality and commendable work ethic, Pearl has proven that working hard relentlessly on your dreams pays off.

 

She is currently the host of METRO FM’s “The Great Escape” alongside Amon Mokoena.  She also hosts the brand new and popular show – Raw Silk; a fashion reality show currently on SABC 1.  She also hosts the number one talk show in the country, Zaziwa – which she also produces and is currently on SABC 1 on Sundays.

 

AMON MOKOENA

 

Amon Mokoena is the driving force and voice behind the energetic midday radio show, “The Great Escape (TGE)” on METRO FM (Mon-Fri 12pm-3pm) as well as “The Chill Factor”, Sundays (12pm-3pm).  Prior to this, his “wicked” sense of humour was waking up South Africa on the station’s Saturday breakfast show, “The AM Rise” (6am to 10am).  A natural born radio talent and public speaker, Amon has done little else since first stepping behind the microphone.  During his career, he’s had the pleasure of being on the airwaves at some of the country’s leading radio stations, such as Motsweding FM, 94.7, Highveld Stereo and 99.2 YFM.

 

Amon is an all-round nice guy, has a genuine joie de vivre and thrives under the pressure of the limelight.  He has a Bachelor of Arts (Communication) degree from the University of the North-West and is fluent in Setswana and English.  He’s also a sought-after MC, professional voice over artist, club DJ and over weekends you’ll find Amon at various gigs countrywide.

 

Catch Amon Mokoena Sunday to Friday 12pm-3pm on METRO FM.

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There’s a certain twilight zone feel about life these days. All of our absolutes are no longer absolute.

 

And just when you think it can’t get any crazier… it does.  The entire Donald  Trump story feels like it was plagiarised from a Ben Elton novel.

 

It doesn’t feel any less crazy in the advertising world. Everything we took as absolute 15 years ago has exploded. There’s a great video doing the rounds in the radio industry of a presentation that marketing guru, Professor Mark Ritson,  gave to the Commercial Radio Conference in Australia in October last year. It’s quite long but it’s well worth a view, not just for radio people, but for anybody in advertising who is trying to make sense of the seismic shifts the industry is experiencing.

(View the video here: https://www.youtube.com/watch?v=hgQHpgUk20c )

 

Ritson points out that 15 years ago you wouldn’t have believed that, worldwide, digital advertising would outstrip all other sectors by 2020 (which all predictions say it will.) Even more unbelievable is the fact that over 50% of all advertising in 2020 will go to to just 2 companies, Facebook and Google. Two companies that virtually nobody had heard of 15 years ago (well, we certainly hadn’t heard of Facebook as it was only founded in 2004.)

 

So, who are the losers going to be? Perceived wisdom says it’s going to be a disaster for traditional media, that it already is a disaster for print and press, while the demise of TV and Radio is inevitable.

 

This is a very plausible prediction, irresistible even, but only if you’re unable to see beyond a narrow definition of media as either traditional or digital.

 

What Ritson does superbly in his presentation is to bust the myth that we can define advertising in such narrow terms. It’s like we have two clear and distinct columns. On one side we have boring and unmeasurable traditional media. On the other we have sexy and measurable digital, and every medium has to fall into one or the other.

 

However, does this categorisation actually make any sense? Ritson makes the point that over 50% of Americans now listen to radio online. So does that make radio a digital medium? By 2020 over 50% of Out Of Home’s (OOH) revenue will come from digital. Does that make OOH a digital medium?

 

Digital giant Amazon’s great new disruptive initiative? They’re building bookstores. Not virtual bookstores but real bookstores made of bricks and glass and stocking real books. So does that make Amazon a traditional business?

 

It’s a nonsensical categorisation. And it’s completely unnecessary. The truth is that all currently ‘traditional’ media will ultimately operate in a digital space. So, for that matter, will every business. Digital is not a medium, it’s the market place. A good marketer understands that digital is the place where we convert the sale. It’s the end of the consumer journey, but not necessarily the beginning. The beginning of that journey is still so often what we know as traditional media.

 

One of the main reasons marketers are shifting to an ‘and’ and not a ‘versus’ approach is that those who have tried a digital-only strategy are beginning to understand that it carries some serious limitations. We know that banners don’t really deliver. Then there’s the fact  that digital audience metrics are not standardised and are certainly less rigorous than those used to measure radio.

 

Did you know that a consumer need only watch 3 seconds of a video (not even full screen) for it to be deemed that they watched the entire video?

Meanwhile, Facebook has admitted to inflating the measurement of video viewing by 80%. Traditional media would simply never get away with being that unaccountable and vague.

 

It seems to me that any product or trend that takes a market by storm tends to go through 3 distinct phases. First off there’s the Revolution phase where literally everybody embraces the new product and nobody can see any of its flaws.  The old order is declared well and truly dead.  Next comes the Reflection phase where the hype calms down and people start to critically analyse the new product. Maybe, just maybe, the old order had some merits. Finally, there’s the Realignment phase where the new product does dominate (because it genuinely is a game changer) but the best bits of the old order are retained.

 

A lot of marketers are firmly in phase one… Revolution. They’ve embraced a ‘digital first’ advertising strategy which basically means putting everything into digital. In his presentation, Ritson argues that this is no strategy at all.  In fact ‘digital first’ has effectively killed strategy for many brands. They’re choosing their media before asking themselves the most fundamental of marketing questions: What’s my target segment? What is my brand position? What is my communication objective?

 

The result is that a lot of big brands are sacrificing awareness for a series of supposed one-on-one engagements. They’re putting the cart before the horse. One-on-one engagements are gold but only if you know you’re talking to the right person and you’re sure they understand who you are and what you stand for. It’s the classic one-night stand as opposed to a meaningful relationship.

 

However, many other marketers have managed to progress to the Reflection phase. They’ve stopped seeing digital and traditional as mutually exclusive categories.  They’ve realised that an ‘and’ approach bears better results than a ‘versus’ approach. That they can have the best of both worlds: awareness and one-on-one engagement.

 

Traditional radio  is far from dead. It still reaches nearly  90% of South Africans. Marketers are beginning to understand and wake up to the fact that radio is incredibly and probably the most genial of all media in that, when you add it to a campaign with absolutely any other medium, it will improve results.

 

 

A study by Michael Gale, a Marketing Consultant in the USA, showed how radio significantly increased digital performance. For the 13 consecutive weeks where radio supported his digital campaign visitors increased by over 20% across organic search, paid search, display and social. This wasn’t a once-off. This pattern repeated itself over numerous radio campaigns.

https://www.linkedin.com/pulse/can-radio-really-boost-search-performance-michael-gale

 

Gale believes this is due to radio’s ability to create top of mind awareness. “Radio grabs attention, creates interest, and builds desire that supports your digital display, SEO/SEM and social strategy. All these elements together will help generate leads that increase sales.”

 

Taking the ‘And’ approach involves marketers asking themselves a key question:  ‘How do I continue to do the really cool things that digital has allowed me to do, but still achieve the awareness, reach and frequency staples that radio (or other traditional media) is so good at delivering ?’

 

Big brands are starting to get this. The recent Vodacom Instagrannies campaign was all about getting consumers to interact with a digital game on a daily basis. A marketer in the Revolution phase would have ploughed everything into digital media. But Vodacom chose to drive their campaign with a major TV campaign which was then amplified by a highly engaging three-dimensional radio campaign involving content, activations and celebrities.

 

What TV and radio did was to create widespread awareness of and affinity with the Instagrannies. So that when consumers did go online to play the game they already felt a connection to the characters and therefore to the Vodacom brand. This was a meningful relationship with the customer… not a one-night stand.

 

By John Walls

 

Director at Ultimate Media, the leading radio convergence specialist agency in South Africa.

 

www.ultimatemedia.co.za

 

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SABC Radio receives 95 nominations for Liberty Radio Awards

The Public Service Broadcaster (SABC)  has received  a total of 95 nominations at the announcement of the 2017 Liberty Radio […]

OFM announces exciting new on-air line-up

OFM, the sound of your life in Central South Africa, is ringing the changes in April, with exciting programming and […]

Adjudication Update – Liberty Radio Awards

Adjudication has gone exceptionally well for the 2017 Liberty Radio Awards and the scores are presently being thoroughly checked by […]

SABC responds to false allegations around the the Metro FM Awards 

The South African Broadcasting Corporation (SABC) has noted with great concern the recent misrepresentations around the 16th edition of the […]


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