The Media Connection, one of South Africa's leading community radio advertising specialists, chats to North West fm's new programme manager, Mathapelo Monaisa, to see what she has up her sleeve for North West fm this year.
When was your first day at North West FM?
1 December 2012 Tell us a bit about your career history prior to joining North West FM.
I believe that I was born with a radio set in my hand, singing at the top of my lungs. My career in radio began at Radio Setswana, at the tender age of four, when I co-hosted a daily educational show for children with my two brothers and a friend. We were part of the show for two years.
As a student at the University of Pretoria, I joined Tuks FM as a DJ. I did almost every show on the station including the Breakfast Show, and when I left, I was the Afternoon Drive presenter. I also doubled as a newsreader and was eventually News Manager. Tuks FM is where I learnt a great deal about the ins and outs of radio, because it was run like a commercial entity.
I then worked for Yfm in 2003, as a Sponsorships Coordinator in the Sales Department. It was an easy transition from campus radio to Yfm because of the predominantly youthful listenership. I also did voice-overs for the station.
In 2005, I was employed by Primedia Broadcasting to handle promotions for both 94.7 Highveld Stereo and Talk Radio 702. As Promotions Coordinator, I worked closely with the Promotions Manager and Station Managers of both stations to ensure the effective sale and execution of promotions. I subsequently moved to 94.7 Highveld only as a Programming Coordinator where I assisted the Station Manager with both programming and administrative issues.
After a year I was appointed Programme Manager for 94.7 Highveld Stereo. I held this position for four fruitful years until I left to start my own consultancy. It was at this time that I consulted for community radio until I was approached by North West fm to head the programming department. What's your vision for the station for 2013?
It's very straight-forward, brand building. I believe that the station can be an unbelievably powerful brand, but a lot of work needs to be put into achieving this goal. It starts with instilling a sense of pride in the presenters, passion, confidence and a strong work ethic. Content is key, and we need to really raise the bar in that respect, and this includes concept development for compelling promotions and giveaways, thus increasing TSL. Any line-up changes you can share with us?
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. How did you get into radio?
I was an extremely talkative child. I absolutely loved reading so I always wanted to share what I'd read as well as my thoughts with everyone and anyone who came to visit at home. My dad had a cousin who worked at Radio Setswana. She loved to visit us, mostly because she enjoyed the company of my brothers and I. One day, she suggested that we go with her to the radio station. I loved what I saw, and I believe this is when the radio bug bit. She recorded a demo with us, presented it to her Station Manager and the following week, we were on air. What do you love about radio?
I love music, so being able to make a listener's day by playing them their favorite songs is so fulfilling. I also love that you can talk to, inform, influence and entertain a diverse mass of people with just a flick of a switch. In your opinion, what does the future hold for North West fm?
I see a very bright future for North West fm. 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. We can dominate the North West province. But it's going to take hard work and immense dedication. What motivates you?
Achievement. I am driven to achieve and make a difference in people's lives and in my environment as a whole. So the more I achieve, the more I am motivated to keep going. What's your ultimate dream?
To have my own media house and possibly a TV talk show. What's the greatest highlight of your career?
Being appointed Programme Manager. I am able to identify fresh talent and give presenting hopefuls an opportunity, as well as make a positive contribution to their careers. How do you spend your 'down-time'?
I enjoy spending time with my family. I have the most fun when I'm with my daughter and husband. I absolutely love music, so I spend time searching for music (new and old) for my library. I am also an avid reader, and love crawling into bed with a good book. What's your first priority for North West FM in 2013?
The line-up, the music and getting a few systems in place.