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Radio in Gauteng

For a lot of people in South Africa, radio is a primary source of information and entertainment. It is an affordable medium and is none restrictive. In the ever busy Gauteng, the economic hub of the country it is the most convenient medium because it is none restrictive and can be consumed anywhere anytime.

When visiting the tiniest province, you are guaranteed that you can listen to radio on the airwaves, via satellite and on the internet. Major regional and community stations offer live audio streaming from their websites. Most radio stations in the province as well as in the country still use FM which uses Radio Data System (RDS), can standardise several types of information transmitted, including time, station identification and programme information. Some stations make use of the new standards for transmission such as the digital broadcasting, digital audio broadcasting and digital rights management which require new equipment.

In Gauteng alone there are more than 20 radio stations that specifically cater for the locals and there are also national public broadcast service PBS, stations that are controlled by the SABC. PBS radio stations each broadcast in one indigenous language and delivers exclusive programming as mandated by Icasa. This consists of children's programmes, documentaries, live sports, the opening of parliament, education, current affairs and drama.

In the early days of new media, same as in other parts of the world, local traditional media companies battled to balance strategies between their core business offerings and new media tools. And now, most radio stations have managed to come up with working formulas balancing the two. Most on air personalities have Facebook and twitter pages for their shows. One of the shows with a winning recipe is the Just Plain Breakfast show on Jacaranda FM 94.2. The show has over 70 000 fans on their Facebook page.

Popular with the youth market, DJ Fresh of 5FM has over 3 063 tweets following him, and 59 278 followers, and listed 798 tweeters. http://twitter.com/djfreshsa

Tshwane born radio personality, Bob Kgomotso Mabena, is the only DJ in the country to start his radio career as a host of a drive-time show. Mabena started his career at the former radio Bophutatswana, radio Bop. He has held managing positions with different broadcasting companies.

New South Africa

Post 1994 in South Africa lead to the deregulation of the industry, and the increase of competition in the sector. The independent broadcasting authority of South Africa ICASA issued broadcasting licenses for private commercial as well as community based stations.

During the apartheid era, South Africa had only two independent radio stations, 702 and Capital radio. All that changed when in 1996, the South African Broadcasting Corporation SABC sold six lucrative stations independent companies. A year later, in 1997, the independent communications authority of South Africa Icasa, granted eight new commercial radio licences for broadcasting in the country’ three big cities and in Gauteng three licences were granted. Y FM targeting the youth, mainly playing kwaito, Hip Hop and House music. Kaya FM targeting the mature affluent black audiences, playing urban contemporary music. Classic FM, also Johannesburg based is the only classical music station in Africa.

The granting of commercial licenses has had a good impact on the industry and lead to the speedy growth as well as competition in the sector. The birth of stations such as Y FM, Highveld and Kaya FM lead to the discovery of new talent such as DJ Fresh, Phat Joe, Thabo Mokwele.

Campus and community radio

The inception of community radio stations helped to diversify the industry as well as to nature talent and develop skills. Stations such as the Soweto based Jozi FM which is by far the country’s biggest and successful community radio station were established. Jozi FM has produced talent that has progressed to provincial and national stations and are now one of the key role players in the radio industry.

Some of the provinces leading tertiary institutes have licences to operate radio stations, these are used as training grounds to give students the much needed on the job training before entering the job market. The University of Witwatersrand, University of Johannesburg, Tshwane Institute of Technology, Vaal Institute  of Technology and the University of Pretoria have broadcasting facilities within school premises.

Below is a list of radio stations based in Gauteng, as provided by the Radio Advertising Bureau (RAB). It is a non government organisation aimed at marketing radio to both clients and advertising agencies. 

94.2 Jacaranda

Format: Adult Contemporary

Broadcast: Gauteng, Mpumalanga, Limpopo, North-West

Listenership: 2,063,000 (RAMS 2010/5 – Past 7 Days)

Primary target market: LSM 6-10, Age 25-49

Positioning: The home of feel good radio – playing all of Life’s Greatest Hits from the 80’s, 90’s and today. It is the dominant radio station in the affluent Pretoria market and has a loyal following throughout Gauteng and in other provinces.

Tel: +27(0)12 673 9100
Website: www.jacarandafm.com

94.7 Highveld Stereo

Format: Adult Contemporary Hit Music Station

Broadcast: Gauteng

Listenership: 1,329,000 (RAMS 2010/5 – Past 7 Days)

Primary target market: LSM 7-10, Age 25-49, Gauteng

Positioning: 94.7 Highveld Stereo represents the true cosmopolitan culture of Joburg – promising and delivering “Joburg’s No.1 Hit Music Station”.

Tel: +27(0)11 506 3947
Websit: www.highveld.co.za

Classic FM

Format: Classical Music Station

Broadcast: Gauteng

Listenership: 189,000 (RAMS 2010/5 – Past 7 Days)

Primary target market: LSM 8-10, Age 35+, Gauteng

Positioning: Classic fm offers a focused quality audience in Gauteng. The station is the desirable brand choice of a unique and sophisticated segment of the radio market.

Tel:  +27(0)11 403 1027
Website: www.classicfm.co.za

Kaya FM 95.9

Format: Adult Contemporary & Jazz (60% music/40% talk)

Broadcast: Gauteng

Listenership: 1,450,000 (RAMS 2010/5 – Past 7 Days)

Primary target market: Affluent Black Adults, LSM 6-10, Age 25-49, Gauteng

Positioning:  Good Music. Good Friends

Tel: +27 (0)11 634 9500
Website: www.kayafm.co.za

Talk Radio 702

Format: Talk Station

Broadcast: Gauteng

Listenership: 635,000 (RAMS 2010/5 – Past 7 Days)

Primary target market: LSM 6-10, Age 35+, Gauteng

Positioning: Talk Radio 702 is living proof of the power of talk radio. Since its inception, the station has played an important role in getting communities to talk and listen to each other. The station acts as a vehicle for harmonising diversity through discussion.

Tel: +27 (0)11 506 3702
Wesite: www.702.co.za

Yfm

Format: Urban Contemporary Hit Station

Broadcast: Gauteng

Listenership: 1,424,000 (RAMS 2010/5 – Past 7 Days)

Primary target market: LSM 6-10, Age 14-30, Gauteng

Positioning: Yfm is a young, trendy station that is outspoken and without boundaries.

Tel: +27 (0)11 880 7070
Website: www.yfm.co.za