P4 104.9fm has a new station manager at the helm. Philippa Hudson, previously Assistant Station manager, has been promoted to head up the station. Former Acting Station Manager Svein Larsen, who has held the position since March 2003, will now re-focus his energies as a director of the company based at head office (empowerment company Makana Radio Communications) in Johannesburg.
With a background in radio news and public relations, Hudson joined P4 Cape Town in 1999 as a news anchor, and served as News Editor from September 2000 until March 2003. She then assumed the Assistant Station Manager's role at the station following a restructuring exercise, assisting Larsen in guiding day to day operations through a two-year transition period. During this time P4's majority shareholder Makana Investment Corporation has assumed 100% control of the company, implementing substantial operational changes and a more focused approach to sales and the on-air product. P4 has, as a result, enjoyed significant audience growth, taking it to the number 2 position in the city of Cape Town, with a weekly audience of 523 000 listeners now enjoying its format blend of R&B, smooth pop, jazz, soul and reggae.
All of the regional commercial stations in Cape Town are now headed by dynamic young female leaders, and at 28, Hudson becomes the youngest of the bunch. But with nearly six years behind her at the station, she says it is passion for the business, and not age, which determines effectiveness in this role. "I have lived and breathed the P4 brand for the last six years," says Hudson, "and have a strong support base in the form of the many many talented people working at the station - from department heads to DJ's, salespeople, news reporters and admin staff."
