SABC's PBS Radio Stations - introducing brands to 75% of the nation

21 Sep 2004

How do you effectively target a market that has one foot rooted in tradition and another firmly positioned in modernity? A world where culture meets contemporary and folklore meets the fashionable? Where samp meets sushi and saris meet cell-phones? The answer lies in a new concept known as "Fusion Radio" - a place where cultures and a cross-over of lifestyles and music interests combine.

The SABC's 14 public broadcast stations (PBS) have been completely revived, rejuvenated and reprogrammed in order to effectively connect stylish and trendy listeners to their language and culture. By broadcasting in all 11 official languages, PBS radio stations continue to allow listeners to remain up-to-date with worldwide trends and the latest brands, whilst still enjoying their home language and cultural references.

According to the SABC, its revamp of its PBS radio stations has been a godsend for marketers and media buyers nationwide. The stations have emerged stronger, more focused and more in touch with their target market than ever before. As such, all radio stations in the PBS stable have begun to attract not only a higher listenership, but also an increasingly aspirational audience.

This change has allowed the SABC's PBS radio stations to tap into this more affluent market and provide a targeted, more interactive mix of music and infotainment. This effective offering, combined with highly competitive advertising rates, has resulted in the PBS stations becoming the media of choice where modern brands are introduced to 75% of the nation.

A case in point is Ukhozi FM, South Africa's largest radio station, which falls within the PBS group. The station focuses on edutainment and infotainment and provides a perfect mixture of news, music, current affairs, talk shows, sport, weather and traffic. Ukhozi FM currently reaches more than 6.6 million black listeners each week in the LSM 7-10, 25 -49 year old category.

Lotus FM, a Metropolitan, music and talk focused Indian lifestyle station, reaches over 465 000 listeners each week, reflecting the music, culture and lifestyle needs of the progressive South African Indian community.

Other PBS radio stations include the likes of: Umhlobo Wenene FM; Ligwalagwala FM; CKI FM; Thobela FM; SAFM; Motsweding FM; Lesedi FM; Munghana Lonene FM; Phalaphala FM; Ikwekwezi FM; RSG; and Radio 2000.

PBS radio stations now provide a platform for reaching an increasingly brand conscious and affluent market. The SABC's pioneering approach to Fusion Radio has resulted in a powerful medium that not only talks to the masses but also brings them within easy reach of media planners, buyers and marketers.