Just before the festive season break, judges attending a formal briefing session spoke of the growing importance of the awards. Former high-profile presenter Lawrence Dube said the awards help motivate those who are in an industry that affects millions. "I will be looking for nothing short of professionalism and creativity."
Research agency owner Musa Kalenga spoke of the growing importance of radio in South Africa: "I think the awards are critical because of the unwavering ability for radio to reach into every corner of society, and also for the un-rewarded craftsmanship that is still required to produce awesome radio. I will be looking for distinction and excellence. In a sea of homogenous and fairly mundane radio, I will be looking for the peculiar and interesting radio that will tickle my ear and stimulate my mind."
New to the judging panel, and himself a former broadcaster and producer, Stuart Lee says radio is one of the most understated and intimate of all public media, but doesn't carry the glamorous trappings of its silver-screened sister. Now, says Lee, this has been put to rights - at last. He says he'll be looking for freshness, an ability to communicate one-on-one, and for an understanding of the magic that only radio can deliver.
Advertising analyst Andy Rice says that critical to the judges' brief is audience relevance and resonance, originality and production values.
Media strategist Gordon Muller concurs, saying the ability to identify, engage, and hold the attention of the core audience is critical to a winning entry. "Media is no longer about counting the number of heads you can reach, but, increasingly, the number of heads you can penetrate."
Similar sentiments are expressed by judge and media planner Donald Liphoko: "In a highly fragmented media environment, I will be looking to recognise radio programming formats that build audience loyalty for the station, and sales and brand affinity for advertisers."
Former morning show presenter Daryl Ilbury, new to the judging panel, says the MTN Radio Awards are important because they encourage the industry to critically examine itself and its offering, and, hopefully, compel it to innovate. "I will be looking for two things: individuality (uniqueness in the offering) and capacity to connect with the listener."
Entry forms for the 2011 MTN Radio Awards can be accessed via www.mtnradioawards.co.za.
New categories include a Lifetime Achievement Award, Best Sports Commentator, Best Drama Programme, Best On-Air Packaging, Best Traffic Reporter and Best Community Event.
The deadline for this year's submissions is 5pm on 31 January 2011. Winners will be announced at a gala event on 9 April 2011.
