By Thinasiphelele Sixaso
As we commemorate the 14th edition of World Radio Day this month, one is encouraged to reflect on the role of the South African Broadcasting Corporation’s (SABC) African Language Service (ALS) radio stations.
The SABC has 19 radio stations and 11 of these are ALS stations broadcasting in at least of one of the official national languages. The progressive spirit of embracing all citizens of South Africa also led to the establishment of XKFM on 18 August 2000, which broadcasts in !Xuntali and Khwedam to the San community in the Northern Cape.
The SABC’s ALS programming is aligned with key human truths, needs and aspirations that are synonymous with everyday solutions, required for a progressive South Africa. Below are the SABC’s ALS radio stations by order of audience prominence:
Ukhozi FM
Umhlobo Wenene FM
Lesedi FM
Motsweding FM
Thobela FM
Munghana Lonene FM
Ligwalagwala FM
Radio SonderGrense (RSG)
Phalaphala FM
Ikwekwezi FM
XK FM
The programming mix of these radio stations are intensified by drama, educational and Indigenous knowledge system content that makes interactive radio. In terms of local content, the stations are required by the Independent Communications Authority of South Africa (ICASA), to play 70% of local music and sound production, with the remaining 30% focused on international acts.
A unique attribute of these ALS stations is their ability to capture the most loyal and diverse audiences across the South African radio landscape. The ALS listeners also dedicate an incredible amount of time listening to their favourite stations, with RSG, Lesedi FM and Umhlobo Wenene FM leading with the highest time spent listening to radio per week. This asserts the ALS brand affinity, dominance, and loyalty factor. Not only have these stations and our other ALS radio stations delivered content in South African languages, but they also have delivered impact driven campaigns for different communities and provinces. The ALS stations’ campaign delivery on both content and revenue collection efforts keeps on improving. They have stimulated acceptable commercial returns on innovative and entertainment programming. Collectively, the African language stations have been able to deliver reputable client campaigns to the joy of the public, which in our view suggests that there has been a fair balance between mandate and commercial interests when it comes to the SABC’s African Language Services.
The Star