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BrightRock turns lemons into lemonade on radio

Posted by radio On July - 29 - 2013 ADD COMMENTS

The Big Idea


BrightRock’s ‘needs-matched’ life insurance is the first ever that changes as your life changes. So while most people fear change and the uncertainty it brings, BrightRock clients are encouraged to love change, and the new choices and opportunities it brings – especially during milestone moments that change one’s life forever. For their radio advert, they chose the birth of a child as one of those inflection points.


The ad, which had been running on the station, was about a dad meeting his new-born son for the first time. The implicit message of the advert, given the slogan ‘love change’, is that outdated attitudes should also change, but some listeners did not interpret it in this way… so BrightRock, after a lively debate on Jenny Crwys-Williams’s show in which a caller called into the show and expressed his dislike for the ad, responded by giving listeners a chance to change their ad.


Why Radio


Radio was the medium where the listener debate was sparked so the campaign naturally needed to follow the same channel. The campaign was also supported with a Facebook campaign.


How it worked

Listeners were encouraged to go to BrightRock’s Love Change Facebook page and click on the ‘You change our ad’ application. Entrants read the brief to understand the objectives and the message BrightRock wanted the ad to convey. They would then complete the script on a template and submit. A panel of judges selected the top 10 scripts which were then voted for by the public. Once the votes were counted, the judges made the final selection and a winning script was announced and recorded.


Throughout the four week campaign the initiative was featured weekly on the Talk Radio 702 Ad Feature show where listeners were kept abreast of the how the campaign was progressing, and encouraged to participate. In addition to this editorial exposure on the Ad Feature show every week, the campaign was supported with live reads and generic 30 second spots on the station. This was also leveraged via social media platforms such as Twitter, YouTube, SoundCloud and LinkedIn. Today, Jessica le Roux’s winning ‘Fatherhood freak-out’ can be heard by all Talk Radio 702 listeners on air.


The Results

BrightRock Brand Manager Suzanne Stephens says; “The campaign was very successful. Our objective was brand awareness in a context that would highlight a key tenet of our business – the concept of co-creation. In all the feedback we’ve received both directly and indirectly from our stakeholders, we have certainly achieved this objective. A few of tour achievements include:


• 10 interviews on Talk Radio 702

• 1 interview on Kaya FM

• 83 minutes of radio interview time with an estimated value in excess of R750 000

• We launched BrightRock’s Facebook page

• We reached 278 000 people in our peak week on Facebook

• We had an unprecedented number of calls to our call centre, together with hits on our website


What the client thought

“The combination of radio and social media creates excellent talk-ability while creativity and innovative thinking generates increased exposure. This same co-creation philosophy applies to how our product works”.



[Source : RAB]


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Ukhozi FM’s takes over Gauteng!

Posted by radio On July - 26 - 2013 ADD COMMENTS

Ukhozi FM, the number one radio station in Africa is embarking on a creative mission to invade the Gauteng Province on an initiative called “The Township Takeover” which is part of its Beyond KZN Strategy. The initiative includes a number of Outside Broadcasts throughout the weekend in some of the major townships of this most ‘vibey’ part of the rainbow nation, starting on the 26th to the 28th of July 2013.


Friday the 26th of July 2013
WHERE: The Pan African Shopping Mall, Alexandra Township
TIME: 12:00 midday till 18:00 pm
WHO: Ukhozi FM’s Mroza (Nethezeka no Khozi) and DJ Sgqemeza (Woza Nabangani Bakho)


Later On:
WHERE: Living Waters Bible Church, Tembisa Township
TIME: 18:00 till 22:00 pm
WHO: Ukhozi Team (UNkulunkulu Nomunt’Omusha)
WHERE: Executive Lounge (Alexandra Township)
TIME: 20:00 pm till 02:00 am
WHO: Ukhozi FM’s Chillie M. aka Daddy (Konakele) and Khathide Ngobe aka Tsthatha (Isizib’esimanzonzo)


Saturday the 27th of July 2013
WHERE: George Goch Hostel
TIME: 09:00 am till 12:00 midday
WHO: Utalagu (Sigiya Ngengoma)
Later On:
WHERE: White House Café, Spruitview
TIME: 19:00 pm till 02:00 am
WHO: Chillie M. aka Daddy (Chillers) and Sthandwa Nzuza (Vul’isekele)


Sunday the 28th of July 2013
WHERE: Christ Ambassadors Gospel Church, Vosloorus
TIME: 08:00 am till 11:00 am
WHO: S’bu Buthelezi (Indumiso)


These exciting broadcasts are not to be missed as they incorporate the faces that are always hidden behind your radio box, the best talent that Ukhozi FM has in store. Therefore, Ukhozi FM urges all of Gauteng and the nearest areas to come in their numbers and witness their favourite and number one radio station taking over the place of gold!

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[By: Kagiso Mnisi]


Motsweding FM’s position as a prime-status station got acclaim during the time it had the baritone voice of Sello Phiri. The era of 1971, had the station evolving from Bophuthatswana Broadcasting Corporation to a Radio Setswana, where Phiri read the news in his vintage hypnotic ways. He meteorically rose to be the voice of the Setswana medium and a personality on television show known as Lapologa. The show, had a wide variety of the game show sort as well as music of the era, where the likes of Mohapi Funky Masike and a young Brenda Fassie used to get ample play.



In its current state, Motsweding plays a wide variety of music that cuts across various genres of music. In the advent of Motswako, it has enjoyed public relations from younger crowd that reveres Setswana infused lyricism of artists such as HHP, Kuli Chana, Mo’Molemi and Notshe. The station’s contemporary energy is channeled by names like Goitse Modimo and Cebo Manyaapelo, who has on countless occasions has taken pride in his learning of radio from former broadcasting stalwarts such as Dan Setshedi and Thapelo Thipe.



In its vision to be a progressive Urban Adult Contemporary Radio Station of choice to the 1-7 LSM bracket, Motsweding employs a healthy dose of convergence. The station boasts 11,719 followers on twitter and an active presence on Facebook via individual shows. It has muscle in areas of lifestyle, opinion and current affairs which  enjoy reasonable flexing on weekday evenings. The listenership has charted at 3 180 000 since last year December and continues to rise.



Hardly faltering even long  after the reign of memorable voices of Phiri and Setshedi during Radio Setswana days, Motsweding has kept abreast with the development and evolution of its audience. It has taken the pride of yesteryear and morphed it into contemporary story telling that is engaging.

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Teeing off for a good cause with Algoa FM

Posted by radio On July - 23 - 2013 ADD COMMENTS

A community clinic opened and staffed by volunteer professionals from East London has been selected as the 2013 Algoa FM Winter Charity Golf Day played at the East London Golf Club. Founded two years ago by four East Londoners who decided to “do something positive and try to make a real difference in the community”; the Chesed Foundation operates a clinic in the Mzamomhle area in Gonubie on two Sundays a month, according to founding member Sebastian Paul.


The team consists of doctors, pharmacists, paramedics, nurses and other helpers who volunteer their time and expertise twice a month to help a community which otherwise has little access to healthcare. Between 40 and 50 children are seen at each clinic. The children are referred immediately to hospital when life-threatening conditions are detected.


Paul says the foundation offers both a platform providing decent healthcare for children and a place where caregivers from the community of 40 000 can enjoy a few hours chatting, working on a craft, or learning a new skill. “It is more than a clinic as it provides a safe place for children to play, mothers and grandmothers to meet and chat,” he says.


Funds raised through the golf day will go towards paying for medicines, medical supplies, educational toys, office furniture, playground equipment, and arts and craft materials. The foundation also has plans to open more satellite clinics in Nompumelelo or Duncan Village.


All the proceeds from the Algoa FM 2013 Winter Charity Golf Day will be used to support the clinic. The event will take place on Friday, August 30 at the East London Golf Club. The theme is “Around the World in 18 holes”.


Participating teams are encouraged to select a country to represent and enter into the spirit of the day while doing their bit for this worthy cause.

Airtime on Algoa FM to the value of R15 000 will be up for grabs to the company that hosts the best tee or green on the day.


Businesses that would like to participate in the Algoa FM Winter Charity Golf Day can contact Gill Andreas on 043 7077801 or email:


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There was a burst of excitement at Lotus FM, yesterday 18th July 2013 when it was announced that we had surpassed the R2 million mark in pledges towards the Warm Hearts Campaign.



SABC radio station Lotus FM hosted a telethon to collect as many school shoes and rain coats as possible on Mandela Day. All staff, listeners and viewers were encouraged to come down to the SABC KZN offices, address – 100 Old Fort Road – to dedicate 67 minutes by calling friends, family and corporate companies to donate towards this worthy cause. All raincoats and school shoes donated on Mandela Day will be distributed as part of Lotus FM’s Warm Hearts campaign.


 Honourable Speaker of the House-Logie Naidoo, TV Presenter-Jayloshnee Naidoo, Business Tycoon-Vivian Reddy, Actress-Sorisha Naidoo, world class entertainer – Mo Magic, Fashion Guru – Haroon Hansrot and sports personalities – Cody Chetty and Prenelan Subrayen all pitched up to dedicate their 67 minutes to this worthy course.


All raincoats and school shoes donated will be distributed amongst selected underprivileged schools in South Africa, over the next month.


 “A sincere thanks to all our listeners who pledged, your gift will help us to realize Mandela’s legacy, and will assist in building a normal life for underprivileged children in South Africa” says station manager Alvin Pillay.


[Issued by SABC]

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Joburg Day 2013 was officially launched, and is set to take place on Saturday, 14 September 2013 at Crocodile Creek, Polo Club.


Breakfast Xpress host Darren Simpson also proudly revealed that the new event partner for this year’s music festival is one of the leaders in telecommunications, MTN South Africa! “MTN is renowned for setting the standard in sharing the experience with their subscribers, and we look forward to sharing this with our listeners. Having MTN on board as a partner is certainly true to the station’s vision of increasing interaction on mobile and digital platforms ,” said Ravi Naidoo, Programming Manager at 94.7 Highveld Stereo. “MTN has been the proud the sponsor of the South African Music Awards for over 10 years, and their commitment to celebrating local talent is one that is unparalleled.


Set to hold out no stops, Joburg Day enthusiasts can expect the crème de la crème of South African talent to be performing on one stage.” added Naidoo. “The partnership for us is all about bringing the MTN customers the hottest and most prestigious music events, showcasing the best of South African talent. The partnership re-enforces MTN’s support in recognizing and rewarding SA’s talented local musicians. It also has a natural synergy with some of our product offering notably MTN Play”, says Serame Taukobong, Chief Marketing Officer for MTN SA.


Popular rock band, The Parlotones and electronica phenomena GoldFish will be joining a host of sensational acts on the said day such as Locnville, Lloyd Cele, Blackbyrd, Elvis Blue, Jack Parow and Daniel Baron to name a few. Having achieved multiplatinum-selling status locally and recently moving to Los Angeles, The Parlotones are looking forward to celebrating their self-described “anthem rock music with pop sensibilities” at this year’s Joburg Day. “We would not miss Joburg Day for the world! Plans are already in place and all I can say for now is, see you there!” said lead singer Kahn Morbee. Electronica phenomenon, GoldFish had a 22 000 strong crowd on their feet at last year’s Joburg Day during hits like ‘This Is How It Goes,’ and ‘Get Busy Living’. At the forefront of music fusion, this year the talented duo is looking to successfully integrate dance music with jazz and African music elements.


Second to none, Joburg Day 2013 promises to provide an incomparable platform for our homegrown talent to take centre stage and for ‘Joburgers’ to celebrate all that the industry has to offer! Revelers are encouraged to picnic in the warmer weather whilst being entertained by the biggest names in music and radio. Stay tuned to 94.7 Highveld Stereo for further announcements on JOBURG DAY 2013! You can also follow the feed on Twitter at @947Highveld, and use the official hashtag #947JoburgDay.

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Joburg.Radio in Strasbourg, France

Posted by radio On July - 18 - 2013 ADD COMMENTS

Joburg realities are rarely told with the edge that they deserve by mass media. The goings on of the city are forever evolving and in flux, from the effervescent cultural scene to the daily drudgery (or in Joburg speak, the hustle). These stories were last done justice through the YFM of the 90s and early 2000s. In a fleeting radio project, Keleketla Library and Radio Construction (France), will collaborate via a temporary online radio where features focus on collaborations of artists, to tell these fast paced chronicles prevalent within the city of gold


The first instalment was held in Joburg last year September, where the Joburg team materialised city specific content through a show known as, Joburg. Radio. The next leg will be in Strasbourg, France as part of Ososphere festival. Malose Malahlela, one of the content producers of the show says, “our approach goes against the grain of traditional radio formats and is experimental”. He continues to say, “Joburg in itself is an interestingly spontaneous city, so the show will pay homage to that.”


Joburg. Radio’s loosely conceived schedule aims to foreground the narrative of contemporary Joburg through the voices of some its active agents in the art and culture scene. It probes ways that they employ to share their practices with others in the city and the world. These are individuals that mainstream media has not engaged in a thoughtful way and have thus sought to employ self-engineered devices such as independent publishing, social media to tell their radical realities within the belly of an increasingly competitive city.


Some of the interviews in the show will give platform to collectives such as Alphabet Zoo, who have been making waves through their zine campaigns, and Joburg Bullies (made up of Siya Ngwekazi and MKay Fresh) with their social media driven ways of fetishizing street foot ware – which has  caught the eye of brands such and Puma and Nike.


Content management for radio being at the crossroads and the internet  being riddled with thousands upon thousands of stations catering to any taste imaginable, producers have to be in synch with their audience through honest story telling-which is what Joburg. Radio aims to champion. By being in touch with the perspectives and ideas of the city, this pop-up show is rendered an opportunity to be on the same wavelength as the people, which is an aspect often missed by big-wig media.



Joburg. Radio will be hosted on French Radio Station, Radio en Construction http://www.radioenconstruction

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5FM does it for Madiba

Posted by radio On July - 17 - 2013 ADD COMMENTS

[Issued by 5FM]


Nelson Mandela Day not only celebrates Nelson #Mandela’s life, but it is also a global call to action for people to recognize their ability to have a positive effect on others around them. The day inspires people to embrace the values that Mandela shared.

These values include democracy, freedom, equality, diversity, reconciliation, and respect.

When Madiba made his last international speech at the 46664 concert for his 90th birthday in Hyde Park, he told us:  “It’s in your hands to make the world a better place.” On July 18th – and beyond – we are expected to deliver our side of the bargain.


Join Gareth Cliff and 5FM this Mandela Day, Thursday 18th July 2013, at 8.45 as we create some “Madiba Magic” and join hands across South Africa as a gesture of unity and commitment to making our country a better place.  


According to Gareth, “Thanks to the marvels of modern communications and social media, Mandela Day 2013 is a chance for us to do something in concert and to share our experiences. Madiba Magic is something we collectively manifest at those special moments when it feels like we’re all doing something special, together”.


Whatever your age, race, gender or colour…wherever you are…whether you’re at home or at work, at school, college, university, shopping, or even in the car or taxi, make sure you’re listening to Gareth Cliff on 5FM or following on Twitter and Facebook while we join hands across South Africa on Mandela Day at 8.45 am for 67 seconds, use the hashtag #HandsAcrossSA and #Madiba5. The Grammy-award winning Soweto Gospel Choir who has sung for Madiba’s birthdays at all the 46664 Concerts at home and around the world will be joining us to honour Madiba in song.    


#HandsAcrossSA is just the start of the day’s activities, 5FM and our Deejays will be making our way to the historical Vilakazi Street in Soweto. The 5FM team and representatives will be painting the Holy Cross Day Care Centre, cooking lunch for 150 children, playing soccer with the children from the Thyolweni Orphanage and handing over donations to the Nelson Mandela Children’s Fund.


Ending off the day, The Fresh Drive will be broadcasting live from Vilakazi Street at Sakhumzi Restaurant.  Join the team of DJ Fresh, Poppy Ntshongwana, Catherine Grenfell and Duran Collett from 3pm to 7pm. Entrance is free and listeners who come through can meet the team, plus have the Big Dawg himself mix SA’s most wanted tracks during the Fresh Drive Happy Hour for Beats By Demand.

Join 5FM in giving back this Mandela Day. Should you wish to be a part of these activities, please feel free to email or follow the day’s progress on twitter by using
#Madiba5 and #HandsAcrossSA.

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Turnaround on the cards for North West FM

Posted by radio On July - 16 - 2013 ADD COMMENTS

Six months after acquiring Mathapelo Monaisa as programmes manager, North West FM is scrambling to keep its fires burning. Monaisa who is a figure with a sterling resume, started her career in the radio at the age four as co-host of an educational programme with siblings on Radio Setswana. She later enrolled at the University of Pretoria and joined Tuks FM as a DJ; this environment here exposed her to the cut throat industry of commercial radio.


 Post student radio she wedged herself at YFM and did promotions for Primedia’s 94.7 Highveld Stereo and 702. Packing such a strong media punch, December 2012 saw her being assigned the task to breathe life into North West FM as programme manager.


Monaisa’s plate is heaps high when considering the North West FM’s turn-around, for starts the station does not have a reachable website, as your scribe discovered. To a helpless dismay, whoever wants to see sieve through the stations offers online, the only footprint is a mention on other media sites that by the way display outdated contacts. It comes as no surprise when Monaisa says, “we need a straight-forward, brand building campaign.”  She further says, “it starts with instilling a sense of pride in the presenters, passion, confidence and a strong work ethic.” Evidently a damage control strategy when looking back at tensions previously prevalent at the station, when Pat Cash as host of the breakfast show had a widely publicised tiff with then station manager, Raymond Makamo


Given the stations ailing structures which, have resulted in the failure to reach the million mark in listenership, Monaisa is however not going in guns blazing.

“As much as a change is needed, there needs to be stability too. Yes, there will be a few line-up changes, but they will be revealed in due course. Nothing has been set in stone as yet.”


Pitted against an ever green Motsweding FM, North West FM has to negotiate the region as commercial radio station. Monaisa says, “If we all rally as a team and work towards strengthening this brand, not only in Rustenburg but across the province, there’s no telling the enormity of what we can achieve.” Her confidence clearly intact she also says: “We can dominate the North West province. But it’s going to take hard work and immense dedication.”


Facts about the North West FM: 

Format: Urban Adult Contemporary
Broadcast: North-West
Listenership: 436,000 (RAMS 2013/2 – Past 7 Days)
Primary target market: Black Adults, Age 25-35, North-West

Positioning: Your window into the North West


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Ligwalagwala FM is currently running an on air campaign called Ntjintja Guluva (change gangster) aimed at educating and assisting the community from combating crime and criminal activities. In line with this campaign, the station featured on-air Zakhele Shadrack Thobela aka King Sisonke a former prison inmate during Kusile Mzansi where he shared his prison stories.


“King Sisonke” resides in Boschfontein, served a 9 year sentence behind bars for a crime he committed in his village. He was found guilty in 2002 by the magistrate court and he was charged with murder, possession of fire arm and robbery, then he was sentenced to 15 years in prison. He was granted parole in 2011 after serving 9 years in prison because of his good behaviour and showing remorse for the crimes he committed. He will complete the remaining 6 years of his prison time outside of prison under strict terms and conditions.


When asked about life in prison he had this to say, “In prison life stops you can’t do whatever you like wherever you like and even the food is not served within normal hours. You do not get to manage your life the way that you wish, your life is run with a remote control.”


He further states that he would like to thank his community of Boschfontein for accepting him back. “I have changed and I am now living a positive life. It is really discomforting to live your life with a criminal record; it is a stigma that will always follow you wherever you go. Most people associate me with these criminal activities and as a former inmate I feel like I am always a suspect,” he says.


King Sisonke has released two albums; a gospel and a traditional album. He composed his first gospel album while he was imprisoned. With both albums he wants to demonstrate that he is a reformed man.He is currently unemployed and holds four certificates that he graduated from while in prison; Grade 12, Theory of Music Grade 1, Economic Empowerment Project, Life Skills and Family Conflict Resolution.


“This campaign will bring forth, real life stories that will be shared by real people on radio like King Sisonke in order to touch the lives of all South Africans. We are currently working with professionals who will also come on-air motivate and provide solutions to the youth of South Africa. We have planned outside broadcasts that are in the pipeline and will take place in prisons around Mpumalanga.” Said Ligwalagwala FM Station Manager, Mr. Rio Mabunda.

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