The new Ukhozi, without feathers

Ukhozi FM commands a listenership of about 5 million and is said to be the largest radio station in the southern hemisphere. The eagle of the airwaves declared that its goal is to increase its audience over the next two years and attract non-Zulu speaking listeners.

The new beaded logo was unveiled at a star-studded ceremony at the Inkosi Albert Luthuli International Convention Centre in Durban on Friday night, 30 May 2008.

New website

The station also used the opportunity to introduce its young presenters and launch it new website (www.ukhozifm.co.za), which will include features such as chatrooms, podcasts and blogs. Listeners can also sign up for their own Ukhozi FM email addresses. Nzimande proclaimed that the station will be moving on to digital broadcasting next year.

“In 2010, when South Africa will be hosting the World Cup, Ukhozi will be turning 50 and our sound will be clearer due to digital broadcasting. We want to gain more listeners during the soccer event. We want to attract non-Zulu speaking people to continent's biggest station,” said the station manager for Ukhozi.

Guests at the ICC were taken on a nostalgic trip down memory lane, reflecting the days when the station was still called Radio Bantu. The narrator told visitors about the mystery of a man who could speak from a small box. The mystery was unveiled to black people in 23 December 1941 in Durban. Then, in June 1960, Radio Bantu officially started. In 1975, the name was changed in line with its broadcast language. In 1996, Ukhozi was given a new name in accordance with the democratic, community participation principles of the new South Africa.

Explaining why the eagle had been taken out of the new identity, Mlamuli Nxele, marketing manager for Ukhozi FM, said the station wanted a contemporary look and feel that can represent the station's heritage.

"Beads are timeless"

“We decided to use beads for the new logo because, just as life, beads are timeless. They are intertwined; generations give birth to the next generations. It's written in lowercase, a symbol that even though we are the biggest we are still humble. The bold O is the heart of the logo. It pumps blood, gives life and helps the brand to grow. We are holding on to our heritage and adapting to the latest trends,” explained Nxele.

“Ukhozi is a Public Broadcast Service (PBS) radio station; our mandate is to broadcast value-added content for total citizen empowerment. Our programmes must provide people with information, education as well as entertainment. We have been able to find a balance through our programming.”

It will be interesting to see if the new Ukhozi will continue to fly high now, that it doesn't have feathers anymore.