JOHANNESBURG — With the advent of digital media technologies, the landscape of radio and audio broadcasting has profoundly transformed. For a long time, radio was limited to traditional FM broadcasting. However, it has evolved into a versatile medium with multiplatform services such as live streaming, podcasts, visual radio and on-demand audio content. This shift has broadened the reach of audio media and enhanced its potential for targeted marketing and advertising.
As audiences become increasingly fragmented, the ability to deliver personalized content has become essential. Digital formats allow for greater engagement through interactive elements and tailored content, enabling radio brands to connect with listeners in more meaningful and diverse ways. Moreover, with the rise of smart speakers and mobile applications, audio consumption is at an all-time high, making it a critical avenue for reaching today’s consumers. This is why SABC radio stations have invested in multiple digital platforms to secure their audiences and keep them connected to their favorite radio brands even when they leave the broadcast area.
Culturally relevant content
With all the clutter and noise radio brands must contend with in the digital age, culture wins every time. Each region or province in South Africa has its own rich tapestry of stories, music and cultural nuances. By producing content in various indigenous languages and focusing on local narratives, the SABC can create content that resonates deeply with its listeners. This builds loyalty and allegiance to the radio station; even when listeners leave the region, they can keep tabs on their communities through its digital platforms. Collaborating with local storytellers, activists, artists and community leaders enhances authenticity and relevance.
To effectively connect with their diverse audiences, SABC’s multiple regional radio stations continue to harness the power of localized programming while reaching their audiences nationally and even internationally through live streaming and carefully curated podcasts. By producing podcast content in multiple languages, SABC Radio can reach underrepresented communities and amplify their unique cultural narratives. This approach fosters inclusivity for marginalized groups and ensures that community issues are given a voice. Local and regional small businesses are offered alternative platforms to advertise their products if they cannot afford the rates on the traditional rate card.
Social change and interactive experiences
As South Africa’s only public broadcaster, SABC radio stations have a unique opportunity to shape national discourse, addressing pressing social issues, such as challenges in the health and education sectors, in collaboration with NGOs and civic organizations. These partnerships result in impactful content that resonates deeply with audiences and moves people to action. Collaborating with partners in the education sector has led to the development of programs dedicated to improving literacy and supporting learners in disadvantaged schools. Learners access these programs via the stations’ digital platforms.
In the rapidly evolving digital communication landscape, real-time audience participation tools, including visual radio, are pivotal in enhancing the listener experience. Platforms like WhatsApp, Facebook, YouTube, USSD and mobile apps have become staples in creating interactive experiences during live broadcasts and off-air activities. SABC radio stations, particularly the commercial stations, are big on events. During events, the station can engage audiences following the event from home, making them feel like they are part of the experience through reactions, polls and competitions. This provides advertisers with additional opportunities to interface with the station’s followers.
Audience engagement strategies
Metro FM, South Africa’s biggest commercial radio station with 4.5 million listeners, uses mobile voting platforms to allow listeners to participate in polls during music countdowns, music awards and talk shows. Such interactivity fosters a sense of belonging and gives audiences a stake in the content being produced.
5FM, a national youth radio station, is well known for its ongoing innovations. During every program, the station incorporates instant feedback mechanisms. Its young listeners can freely share their thoughts on current trends and topical issues or participate in interviews with hot celebrities, making the audience feel valued and heard.
Two years ago, the SABC launched its over-the-top app, SABC+, where all its platforms have converged. This is the fastest-growing OTT app in South Africa, offering audiences a one-stop shop for entertainment and news. All 19 SABC radio stations can be streamed live, while audiences can follow special events via pop-up channels on the app. The SABC is in a unique position in that it can use all its linear platforms to drive the uptake of its OTT platform, therefore saving on marketing costs.
Stations use SABC+ to stimulate discussions around their special live events, such as music awards, horse racing, choir competitions and cultural celebrations. The Afrikaans-language radio station RSG has also held an online visual arts festival.
With all the clutter and noise radio brands must contend with in the digital age, culture wins every time.
Promoting music and culture
SABC radio stations are critical in promoting local music and supporting the development of emerging talent and new music genres. Every week, stations create live performance opportunities, conduct interviews and curate off-air experiences with artists, which listeners can download and enjoy at leisure. Without the support of SABC Radio, vibrant genres such as Amapiano would have taken much longer to penetrate international markets. Collaborations with state theaters, orchestras and choirs nationwide remain important in preserving and promoting classical music. Live recordings of opera performances are still popular with older audiences and younger music scholars who follow the developments on digital platforms.
At the SABC, we believe that data is the new gold. We have begun investing in data analytics to cater to diverse listener preferences. Utilizing data-collecting tools to capture and analyze audience responses allows stations to gather invaluable insights useful in audience segmentation. The data informs future programming and digital marketing strategies. Audience insights are shared with advertisers to improve their campaigns and focus on the most relevant listener segments and platforms.
Integrating live streaming, visual and on-demand content has significantly enhanced audience engagement for SABC radio stations, an effective strategy for futureproofing the brands. Growing new and diverse audiences in a multiplatform environment continues to push content and marketing teams to develop innovative offerings that resonate with audiences across South Africa.
The author is the group executive for radio at the SABC, South Africa’s state broadcaster. The SABC operates 19 radio stations, including commercial national stations, regional services primarily serving specific language communities and regions, and Channel Africa, which targets audiences across the African continent.
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