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Metro FM railroads 5FM at Generation Next

Posted by radio On June - 5 - 2013

[By Kagiso Mnisi]


The recent Sunday Times Generation Next awards saw Metro FM voted the coolest radio station and unseating 5FM after several years owning the accolade. The awards have always served as a yardstick that determines where brand loyalties lie among the youth and by the looks of things, there allure of celebrity has worked in Metro FM’s favour this time around, in this curious case through one called Pearl Thusi.



Generation Next’s survey involved six thousand youths aged eight to 22 who are considered major trendies in their own right. This bunch’s aspirations are the stuff of the screen, social media feeds and popular sounds on radio. Celebrities such as Thusi are unofficial paragons to these youngsters, especially with the ample footprint they have in the media space.


Metro’s ‘coolness’ peculiarly comes after Thusi has been ‘volunteering’ since April on the weekend breakfast show hosted by Phat Joe. Station Manager, Martin Vilakazi says, “This allows Metro FM to leverage on transversal opportunities presented by our sister channels. Through this arrangement we are confident that METRO FM’s output will be strengthened.” Given other appearance on SABC 1’s Liveamp, a handful of ads and recently on Isidingo, Thusi’s magnetism has been healthily top of mind to the growing mind.


Generation Next’s methodology


The ninth Sunday Times Generation Next Study is dubbed leading annual experience which takes into account youth brand preference and consumer behaviour survey. There are two components to the overall study, the first which focuses on brand preference and the second which focuses on lifestyle and consumer behaviour. Generation Next represents a significant portion of the population (precisely 50%) which is well under the age of 23.











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