"By leveraging our content across multiple radio stations within our network, we are able to invest more in content production than individual radio stations," says Busi Ntuli, Managing Director of TransAfrica Radio. "This not only provides quality programming for the listener, but also provides a secure and assured medium for national and multinational advertisers to reach an African audience."
This focus on developing innovative content, building content brands and facilitating programme distribution across Africa was recently demonstrated with TransAfrica Radio's debut at the World Summit on Sustainable Development. As the "official voice" for NEPAD, TransAfrica Radio simulated live radio transmission from the Ubuntu village, creating awareness of NEPAD's theme "Africa at Work". The 12-hourly daily broadcast included interviews with speakers such as Professor Wiseman, Chairman of the NEPAD Steering Committee, Vice President Jacob Zuma, Dr Reuel Khoza, Chairman of Eskom and Joan Joffe, Group Corporate Executive of Vodacom, among others.
Hosted by three of South Africa's top African personalities Big Black Bondo (Yfm's weekend breakfast show host), Gloria Moshoeshoe (Kaya FM's "movers" talk show host) and Busi Ntuli (former host and producer of etv's "The Beautiful Game" and Yfm's Weekend drive show), the NEPAD show was a careful mix of informative interviews with 43 WSSD dignitaries, leaders and experts and the best of African music. This format ensured the NEPAD issues were made accessible to the man on the street.
"The success of our NEPAD broadcast served as a catalyst to position ourselves as a valuable tool in the African media market today," comments Ntuli. "By combining the right formats, marketing of brand personalities and high production values, we are able to leverage the improved content to drive higher attractive (high income earners and lifestyle drive) audiences across the major markets of Africa."
Through research, the latest technology (including satellite transmission) and local knowledge of the African radio industry, TransAfrica Radio's syndicated pre-programmed content is currently distributed to 7 countries across sub-Saharan Africa, focussing predominantly on high ad-spend countries such as Kenya and Nigeria. Programme content includes sport, business updates, lifestyle and music shows. It hopes to expand its coverage to 25 countries in the following months.
Photo: Busi Ntuli, Managing Director of TransAfrica Radio.
