Thebe Mabanga In your ear One of the most interesting features of the South African community radio sector is the campus radio circuit. What began as nothing more than a cafeteria intercom as far back as the 1970s around South African tertiary institutions has now grown into an influential, dynamic force. The benefits of campus radio are numerous and varied. The fact that the stations are based on a geographically defined location means they are guaranteed a potentially lucrative market of technikon or university students. This group, I believe, is mistakenly assumed to be rich and intelligent. Rich maybe, thanks to their parents, but intelligent, just spend a weekend at a RAG event and see for yourself. Another benefit is that the stations are run on a voluntary basis and thus attract people who are in for the love of the job. Also, the backing by university administration – albeit limited – helps the stations acquire expensive broadcasting facilities. A benefit that does not seem to be thoroughly utilised by the industry is the station’s ability to produce talent. The circuit’s products range in quality from Metro fm’s breakfast jock Justice Ramohlola and 702’s night owl Gareth Cliff to one failed presenter who now parades as a deplorable excuse for a radio columnist. The growth of campus radio can best be illustrated by the advertising it attracts. A company called SLY Media spotted an opportunity and started brokering ads for campus radio. From humble beginnings of a handful stations five years ago, they now have a total of 15 stations and some of the most butt-kicking ads on radio, designed exclusively for the country’s budding intellectuals. Over the years, successful stations have been mainly on-air stations like Rhodes Music Radio 89.7 fm and Radio TUKS 107.2fm. Over the past five years, the greatest challenge for campus radio stations has been to satisfy changing audiences. On campuses like Wits University, University of Cape Town and the Rand Afrikaans University, the winds of transformation have brought with them more black faces and mixed audiences that are difficult – almost impossible – to satisfy. Stations like Voice of Wits (VOW) have found that a Friday afternoon outdoor broadcast is a nightmare. A DJ will come and play a Cranberries song to the delight of the white girls in the crowd and get death threats from the black guys. He tries to follow that up with a popular R&B hit and then death threats come from the white boys with the black girls cheering him on. In the end, it depends on where he wants to party that night. These stations have, however, managed to strike a balance on air. A station like VOW has tried to maintain a delicate balance by relying heavily on crossover artists like Sheryl Crow, Natalie Imbruglia, Savage Garden and Wyclef Jean, fusing these with mainstream superstars to produce an eclectic mix. But does the formula work? Well, as from the past Monday they have been on air on 92.7fm in parts of Johannesburg.
Tune in and decide.
Congratulations to Motsweding fm (Radio Tswana) on being voted the most progressive station by Professional Management Review magazine. The manner in which it threw its weight behind the recent Calabash Festival in Taung, North West province shows, that it earned this prestigious award. In the last column on the future of radio, I inadvertently referred to scenario planner Wolfgang Grulke as Wolfgang Grukel. I am sorry sir, but in line with the theme of your book Ten Lessons From the Future, I believe that is how your name will be spelt in 2020. Seriously.