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Radio and black middle class

Posted by radio On May - 14 - 2013 ADD COMMENTS

[By:Kagiso Mnisi]

 

Buying power by the black middle class contingent is on the rise. This segment has not always been done justice by research data since there were no appropriate tools designed to measure it. This mercurial target market has always eluded researchers, all largely due to preconceived stereotypes and the fact that research houses were always baffled by its complex heterogeneity. The market is always in flux in regards to brand affiliations and more sophisticated mechanisms have to be employed to adequately gauge patterns emerging in that world. The latest RAMS call up is meant to update everyone on the latest movements in radio audiences and black buying power has a keen gaze put on it. This comes at the back of Ramsay Media’s charts as revealing the following in radio listenership by black respondents with a high income per annum:

 

 Metro FM

 

Charted at 59% of respondents as a station of choice for black Top Enders. This research also showed a significant rise in young female listeners.

 

Kaya FM

 

Came as runner-up at 32% which indicates a steady rise.

 

 

The remainder of the top six positions are taken by YFM, SAfm, Talk Radio 702 and 5FM. After that, the remaining stations attract less than 20%

 

 

SAARF’s methodology has observed the number of stations as one of its parameters; its findings reveal that the national average is 2.0 which encompasses both commercial and PBS stations. In fragments there are 38 commercial and 196 community stations that are earmarked for reasearch. Other gauges include obligatory LSM, gender and age profiling.

 

 

 

Highlights

 

Commercial station that has significant black middle class audience

Kaya FM

Core audience: 37 year old with an average income of R15 159.

Total past 7 days listenership (latest):1.353 million

Ad spend: R169.4 million

Main competitors: Talk Radio 702, Classic FM, YFM, Highveld Stereo, Metro FM

USP: Targets a sophisticated and distinguished listenership

Most popular show: ‘Best T in da City’

 

PBS with a healthy black community buy in

Motsweding

Core audience: Adults age 25 – 49, within LSM 5-8

Total past 7 days listenership (latest): 3.321 million

Ad spend: R 75 million

Main competitors: Jacaranda, North West FM, Mafisa, Soshanguve Radio

USP: Largest Setswana station in Southern Africa, it is the radio brand that broadcasts for empowerment and betterment of Setswana speaking audience.

Most popular show: ‘Tsoga Afrika’ with Kabelo Malopyane and Felix Nhlapo

 

 

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[By: Radiobiz Reporter]

 

The latest Radio Audience Measurement Survey (RAMS) by SAARF show that the time spent listening to radio per week has dropped by 12 minutes period on period and by 18 minutes year on year. The TSL per day also dropped slightly by just 3min y/y and 2min period and period. Small urban and rural areas are also experiencing a drop in TSL per day. However large urban areas barked the trend, increasing by 2min on TSL per day.

 

The coastal provinces are all showing a decrease in TSL while the inland provinces excluding Northern Cape all showed some growth on daily average.

 

 

 

 

 

 

 Even though the TSL has generally dropped, a few stations are experiencing nice      listenership growth period on period. East Coast Radio had a fantastic performance against both period on period and year on year, increasing by 12% and 11% respectively. Kaya FM who recently won the MTN Award for commercial station of the year showed mixed performances, as they dropped year on year by over 10% but increased by 2% period on  period. Mpower FM finally hit the 100k mark increasing by 28% against p/p and y/y. Safm also performed very well this time growing by 17% y/y and 14% p/p.

 

Source: SAARF RAMS

 

 

 

 

 

 

 

 

 

 

Listeners continue to listen to an average 2 stations per week, for more on this visit www.saarf.co.za

 

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trufm Breeds Talent

Posted by radio On May - 10 - 2013 ADD COMMENTS

trufm is a SABC youth radio station based in the Eastern Cape. The station is unique in the SABC PBS stable as it is the only station primarily targeting the youth with two languages of broadcast, IsiXhosa and English. This differentiating factor matters as it provides the youth with a platform to express themselves, to engage with each other and interact with the rest of the world. This is done within the context of the mandate to inform, educate and entertain, to support and develop culture and as far as possible ensure the fair and equal treatment of the predominant languages in the province.

 

In essence, trufm is an empowering, enabling and ensuring platform of expression for young people.

 

Being a youth station means that trufm is also a breeding ground for talent in line with the SABC mandate to educate; support and develop. The station boasts a young staff compliment which is eager; youthful and hungry for growth and success. These young people are recruited based on talent and are then trained to meet the station’s requirements for broadcasting. Many of these young people come with no radio or broadcasting experience and are provided with on the job training. The station’s programming team that includes a well-seasoned presenter and trainer; Mr Mel Gahler and Mr Tony Soglo continue to refresh the minds of these young people through in house training. Other experts within the SABC are also used to train these young people.

 

The station is also proud to have been of great assistance to other SABC radio stations like Umhlobo Wenene where it’s recently appointed programme manager had to get some exposure and training via the station’s programming office. The UWFM two recently appointed music compilers, Ms Gwija and Mr Gwiba were also trained through the station’s music department.

 

The station looks for individuals with raw talent and potential and turns them into forces to be reckoned with in the industry. At only five years old the station has produced industry giants that now enjoy various prestigious positions around the country. Examples include, Siphokazi January who just joined Metro FM taking over from Azania, Velile Mbuli an SABC sports presenter, Nada Wotshela, Siphelele Sixaso , Andile Ncube the list goes on.

 

 

 “The station has been positioned as a school of broadcasting and it is a positioning that has yielded great results and we thank the other SABC platforms who recognize the talent and offer them bigger platforms before they are pouched by the competition. The SABC invests in the station and there must be a return on the investment. This means though that we have to work extra hard in training people but it’s much more fulfilling when you see the results of the hard work that the Trufm team puts in” says Thobeka Buswana, who has been the station manager of trufm since its launch in 2008.

 

trufm continues to arm its employees with tools that make them so attractive as prospective game changers in the country through identifying potential and molding them with a youthful and sincere approach to broadcasting.

 

[Issued by: trufm]

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The people of Mpumalanga during the month of May will tune on to Ligwalagwala FM to hear unlikely voices during the two drive time shows, Kusile Mzansi and Asambe Drive Show. As part of celebrating 31 years of broadcasting excellence the station will change the morning and afternoon slots line up by swapping the DJs of these shows. Shabba Mavuso will now be the voice to wake the listeners up in the morning during Kusile Mzansi and Madumane Simelane will be the driver of Asambe Drive Show. This change will bring back those olden days and memories when Shabba Mavuso used to host the morning slot before taking over the afternoon slot.

 

Shabba Mavuso commenced his radio career in 1997 at BCR FM and joined Ligwalagwala FM in 2003 where he hosted the breakfast show. It was not difficult for him to make a name for himself when he introduced features that were very popular to the station listeners. He was moved to the afternoon drive show 3 years later to replace another radio veteran Shukuma Lukhele who currently hosts the sports show at the station. For the month of May Shabba will again host the breakfast show, “I am aware of what it means to host the breakfast show, I have been listening to different morning shows recently and noticed how important it is to be relevant with current issues. I will have to adjust my sleeping patterns though because I am so used to waking up and read in the middle of the night,” said Shabba Mavuso, Ligwalagwala FM

 

The popular, humorous and cocky Madumane Simelane joined Ligwalagwala FM in 2004 where he hosted the Saturday and Sunday shows respectively. Due to his popularity amongst the listeners in 2006 he was allocated the breakfast show which he currently hosts. Asked about how he feels about the show swap for the month of May, he said, “There’s no better way to express the versatility of the current crop of presenters and making history as the station than to feel free and trust that our current players can play any position in this field called radio.”

 

“Radio programming has evolved over the years and as such radio DJs have the challenge to evolve with it. They need to prepare themselves to take on any programming time slot in order to build their careers in the radio industry. The Bewukuphi Campaign that the station activated for the Birthday Celebration will not only trigger memories amongst our listeners but will also showcase the versatility amongst the station drive time DJs,” said Rio Mabunda, Ligwalagwala FM Station Manager.

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“The station is nothing without the people who tune in to listen to it. As we grow, we see it fitting to grow with the people that make the station what it is. We are overjoyed to be awarding an ordinary listener R 31 000.00 in celebration of the station turning 31 years old.” These are the words of Rio Mabunda Ligwalagwala FM Station Manager after making the announcement on Kusile Mzansi with Madumane. 19 year old Felicia Lukhele won herself R31 000 on April 30, 2013. She is one of nearly a thousand people who wrote in to the station explaining how the station has made a difference in their lives.

 

After thorough consideration, her letter made it into the top five. A team went out to pay the top 5 surprise visits to authenticate their stories. Subsequently her letter was selected as the winning note. In her letter Felicia stated that she suffered from heart failure. This condition led to her torso filling up with water to a point where she resembled a pregnant woman even though she wasn’t. She was forced to leave school at age 13 to avoid relentless torture by her peers.

 

 

Her condition was misdiagnosed for three years and she couldn’t find help until her mother heard a guest doctor on the station listing symptoms similar to those of Felicia. They called the station and were connected to the doctor. She underwent treatment for a year that included open heart surgery, after which she recovered enough to return to school and continue with her life.

 

 

19 year old Felicia is now in grade 10 at Sakhile High School and dreams of becoming an engineer one day. Her body has returned to normal and although she lives on medication, the intervention by the station has made it possible for her to keep working towards her dreams.  “I will use the money to get some medication that is sometimes hard to get due to lack of finances and invest some of it towards my education” said Felicia Lukhele.

 

Listeners can get their share of the celebrations that continue on air. There is R 3 100.00 to be won daily on Kusile Mzansi with Madumane. Tune in to find out how to win.

 

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Taking a non-traditional but effective approach to its advertising and marketing sees SAfm engaging listeners on major highways and arterial routes in Cape Town, Johannesburg and Durban via Unlimited’s Brandyourcar.com, a highly successful transit media platform, during April and May 2013.

 

 

 Brandyourcar.com selected drivers across the country who are employed full-time and spend most of their working day out of the office and on the roads to become brand ambassadors for SAfm, the only talk radio station currently being promoted by the transit media specialist.

 

“These drivers commute in and around the catchment areas that potential SAfm listeners spend their time, thus ensuring that SAfm is always top-of-mind whilst they are driving their vehicles or working in the office,” says Brandyourcar.com’s Executive Head of Sales, Jeff Ostrom.

 

The SAfm Brandyourcar.com advertising creative very cleverly makes use of four different applications, each promoting one of SAfm’s celebrity DJs and the time that each broadcasts their show.

“The campaign therefore not only promotes SAfm, but also generates awareness around its DJs and individual shows. It targets LSM 7 – 10 consumers who enjoy listening to ‘talk radio’ and are aged between 25 and 49,” says Ostrom.

 

“Cars are the obvious media platform to tie in with SAfm, but the ability to leverage off of our brand ambassadors is very exciting as it enables potential listeners to find out all about SAfm and make it their station of choice, and get first-hand accounts of their listening preferences,” he adds.

 

[Source: Primedia]

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5FM has been nominated for an outstanding five Worldwide Radio Summit Awards. The prestigious awards and summit takes place from the 2nd – 4th of May at the Roosevelt Hotel in Hollywood. 

 

5FM is nominated by readers of the industry leader website, AllAccess.com the world’s largest online, news, music and information resource for radio worldwide. Members of the AllAccess.com community recognised 5FM as the music and entertainment authority, nominating the station in five categories out of a total of nine categories in the international section. 

 

Gareth Cliff, nominated for the Best International Radio Personality said “This is awesome for myself and for the station and I am absolutely thrilled. South Africa has the best listeners and they are so diverse and without them tuning in day after day, this nomination would not be possible. For this I thank them”.

 

 

5FM’s nominations:

Best International Radio Personality – Gareth Cliff

Best International Online Presence

Most Influential Station

Most Innovative International Radio Station

Best International Programme Director / Controller – Programme manager Tim Zunckel.

 

 

5FM’s Programme Manager, Tim Zunckel, speaks on his nomination, “I love radio because of its emotions and the tenacity of this extremely close community. Just being nominated amongst the best in the industry, on a global platform, can only be described as an honour and privilege. I am very grateful “.

 

 

Says 5FM’s station manager Aisha Mohamed; “We’re highly honoured to be nominated in the Influential International Radio Station category, especially alongside such globally powerful radio players. It is a huge achievement to have not only the 5FM brand but also Gareth Cliff and Tim Zunckel recognised on a global scale. It is testament to the dedication of an exceptional and talented team and we are very proud to have them part of the 5FM family.

 

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