Radio Days Africa 2017 kicked off with a panel discussion focusing on what needs to be implemented in order to create radio that is #FutureTuned.
By Ntaoleng Lechela
Prof. Franz Krüger facilitated the panel which included Vuma FM’s station manager, Pearl Sokhulu, Johan Van Rooyen from the South African Broadcasting Corporation (SABC) and Greg Maloka, managing director for Kaya FM.
Prof Franz Kruger, Pearl Sokhulu, Greg Maloka and Johan Van Rooyen after the #FutureTrend session at Radio Days Africa.
A key topic that was discussed broadly in creating radio is that #FutureTuned was the importance of understanding the audience. Sokhulu says content needs to be accessible to the audience on various platforms. She also touched on how radio should move away from traditional operations. Instead of relying on the FM space to draw listeners, the radio station can use other digital platforms like social media to increase the consumer base.
“Therefore, when creating content in radio one needs to think of content that transcends into other spheres – wherever your listeners are, that’s where you need to be,” says Sokhulu.
The importance of social media within radio was also highlighted by Van Rooyen who emphasized that “communication is a two way street because the audience is responsive”.
Maloka added that people within the industry need to understand the history of radio because it has influenced where radio is today. Like Sokhulu and Van Rooyen, Maloka touched on diversifying the medium onto other channels, social media platforms and YouTube and extending the brand of the station.
South African radio serves a diverse audience and radio that is #FutureTuned is one that lives beyond the FM space.
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