His name is Karabo Tabane and at face value he is a radio presenter's favourite listener. There are quite a few of them and they are unique and easy to identify too. Radio research misses or ignores this listener for various reasons and this is at their peril. Radio at best, is supposed to keep you engaged and entertained for a reasonably protracted time so that they can count you as a loyal listener. This is also what the advertiser wants. The spray and pray mentality cannot yield desired positive responses and feet in the store. Many other forms of entertainment stand in the way of radio getting this done and consistently at that. They include "new" media and social networks. Since the advent of Radio's nemesis - Television - the latter has managed to not only survive but thrive by attaching itself to all other "new" media types in a very smart and creative way. Safe to say that radio's very physically portable nature is no longer a USP, the fact that you can still consume radio anywhere, cheaply and seamlessly is still great but loyal listener it doesn't create. One has to do so much more.
By Bob Mabena, Issued by Kaya FM 95.9 22 May 2015 13:14