Having recently come to Cape Town from the UK radio & digital media market, and having been involved in many traditional - new media transitions with the biggest radio operators in the country (Classic FM - 7m listeners for one brand of many), I can safely say that you're certainly headed in the right direction.
Radio penetration in most markets remains exceptionally high in traditional channels, but having a strong online presence helps to future proof your cash cows, as the (inevitable) change in consumer habits shifting to new media channels takes shape. Naturally, this shift is aided by marketeers wanting more ROI and a new, more relevant measuring methodology, away from the (outdated in today's world?) radio listening diary.
Radio listening online however, in my opinion, will really take off when the big telecoms service providers in South Africa move to create new, affordable uncapped (or high cap) consumer packages. What I've experienced in the last 8 months living in the beautiful Western Cape countryside, is that a 5 gig cap is not par for the course when you leave the major cities - and neither are broadband connections big enough to support a live stream whilst also browsing.
Then there are the many listening habits - for most people, listening to radio online may take place in the office, hence missing the key radio breakfast slots, usually dominated by in-car listening or mums getting kids ready for schools...will this dictate a shift in radio scheduling trends perhaps?
An omission from the text so far, and a potential key to online radio listening then, for the near future, is on handheld devices. I've been amazed at the ubiquity of Blackberry, Android and iPhone handsets, and these then offer a golden opportunity to whoever capitalises on this growing channel.
If the UK trend is anything to go by, then the 'radio revolution' in SA is just beginning, and worth getting excited about!
Funny last year when I tried to get some job shadowing opportunities for my Grade 11 daughter it was virtually impossible! I was shocked at how unhelpful in particular the publishing companies are. I would be delighted to take on a girl child in my property company and show her the ropes!