/ 27 February 1998

OFM’s out of the kraal

Gillian Dell In your ear

What happens when people with a passion for radio are given free rein over a newly independent radio station that many considered little more than a ”volksradio” and way beyond redemption? They take it, remould it and watch it take off.

Radio Oranje/OFM, which broadcasts to the traditional backwaters of South Africa, is a spunky new brand of sound unheard of in the Free State, North West and Northern Cape. And listeners love it – to judge by the recent Amps (All Media Products Survey) figures, that is. Marketing and news director Coenie de Villiers says Oranje management is particularly pleased the recent Amps figures show that the weekly cumulative listenership has risen by about 35%. The weekly audience now totals more than 300 000 listeners.

The music is a mix of adult contemporary and golden oldies. De Villiers says this is what people want to hear. He describes the mix as very close to perfect for the target audience of 25 to 49-year-olds. The only drawback is that once music proves to be popular on the station it seems to feature in every show … again and again.

The Amps figures also show the station has drawn an audience of 33% of black listeners. But what has changed the station from one catering to listening tastes of the blue- rinse brigade?

First of all, says De Villiers, was that the station gained independence from the SABC. Radio Oranje/OFM started broadcasting as an independent station just over a year ago and the difference is vast. De Villiers says it has had to move forward but take the bulk of listeners with it. A radical change that was made in post-SABC days was the decision to use the name OFM in conjunction with the old Radio Oranje. De Villiers says this name change will be effected gradually. Along with the name change comes a metamorphosis that repositions Radio Oranje/OFM as a lifestyle station.

De Villiers says there is a perception in the national market that it broadcasts vetkoek recipes to tannies and men in khaki. This is categorically and vehemently denied. Manie Kitching’s programme, by all accounts hugely popular, certainly seems to draw Mr and Mrs Suburbia. He has a way of gently mocking them and has them coming back for more. Kitching’s show was one of two shows that dropped in the Amps, but this could be due to its new slot – early morning instead of his usual mid-morning show.

Newswise, Oranje seems to be holding its own. The station buys its national and international news from the SABC, a fact that De Villiers denies has anything to do with past connections. He says the SABC is imperfect but it is the best option. The station does have a fully fledged news office running parallel to the syndicated news, and the local content in news bulletins is testimony to that. The bulletins are full of sound bites and usually have a high local news content.

The only downfall the station has is the lack of pronunciation guidelines . Some words are pronounced so differently to the norm that a listener cannot be blamed for wondering what on earth the announcer is talking about.

Radio Oranje/OFM has come of age. Even the Radio Oranje jingles, which were irritating, have mellowed and the station seems to be on a winning streak.

OFM broadcasts on 94-97 FM in the Free State and parts of the North-West and Northern Cape