Nada Wotshela’s leadership spans one of Africa’s most comprehensive radio networks. As group executive for radio at the South African Broadcasting Corp., South Africa’s public broadcaster, she oversees a diverse portfolio of 19 radio stations, including national commercial stations and regional public broadcast services, that serve communities across the nation and the continent.
RedTech: Tell us about yourself, your background and your journey in audio broadcasting.
Nada Wotshela: Radio has been part of my existence since birth. My father was a jazz musician and a full-time radio presenter and producer. After university, I started at a community station my father’s friends founded, thinking it was temporary until something more interesting came along. Little did I know it was the beginning of my career.
I joined the SABC in 1999 as a presenter and producer at one of the oldest vernacular language stations, then moved into marketing the following year, becoming program manager in 2003 at the age of 29. I felt that vernacular stations needed to shift their focus to the youth market, as South Africa’s population was predominantly under 35. These stations would die if they only served older generations.
RedTech: What’s your strategic vision for managing SABC’s 19-station portfolio, and how do you balance serving local communities while competing in the digital audio landscape?
Wotshela: Our portfolio offers the best of both worlds: Public commercial stations leading in innovation and commercialization, and public broadcasting services deeply rooted in empowering communities and preserving languages and cultures. As the public broadcaster, we don’t just educate and inform — we promote national identity through diversity.
While our PBS portfolio excels in delivering public value, these stations have grown their digital presence through social media, websites and apps. We understand that listeners evolve and are mobile. The key is delivering tailored, relevant content that resonates with their cultural backgrounds.
RedTech: You’ve said “culture wins every time” in the digital age. Please describe specific examples and cases where a commitment to culture resulted in positive outcomes for the SABC.
Wotshela: African language stations deliver the biggest audience numbers in South Africa. Our isiZulu station, Ukhozi FM, leads with 7.5 million weekly listeners. No matter how educated people become or how high they rise socially and economically, language and culture keep them connected to their roots.
Vernacular stations also dominate digitally. Lesedi FM reaches 7 million quarterly YouTube views, primarily driven by presenter and preacher Thuso Motaung’s Sunday motivational content.
By producing a variety of content in multiple languages, we reach underrepresented communities and amplify their unique narratives, fostering inclusivity for marginalized groups.
RedTech: How do you approach content creation across multiple indigenous languages while ensuring each regional station maintains its unique voice and community connection?
Wotshela: Our regional stations optimize localized programming while reaching national and international audiences through live streaming. By producing content in multiple languages, we reach underrepresented communities and amplify their unique narratives, fostering inclusivity for marginalized groups.
Indigenous stations promote region-specific music genres. The Tshivenda Music Awards, presented by Phalaphala FM, and the Xitsonga Music Awards, presented by Munghana Lonene FM, have huge followings, recognizing the best artists from these traditional music genres and keeping listeners, the industry and sponsors engaged.
RedTech: SABC+ has become one of South Africa’s fastest-growing OTT platforms. What key strategies drove this success, and how do you leverage your 19 linear stations to promote digital adoption?
Wotshela: Competition from on-demand platforms and the imminent analog switch-off forced us to accelerate our OTT development. As a public broadcaster, we had to consider accessibility — while competitors can charge premium prices, we can’t. Instead of seeing this as a disadvantage, we made it an opportunity to offer free, easy access to our content.
In a country with high data costs and many people on social grants, a free app is always appreciated. None of our competition has a radio network comparable to ours, so we naturally utilize all platforms to promote downloads. Major sports games and music awards provide instant download opportunities.
RedTech: Which digital engagement tools have proven most effective, and how do you measure their impact on audience loyalty and participation?
Wotshela: All our stations use major social media platforms daily to amplify linear content. Facebook Live, YouTube and Instagram Live distribute video content for interviewing international stars or showcasing local artists. Listeners expect to catch the action live on social platforms.
For instant messaging during discussions, WhatsApp and X remain the most effective options for gathering listener and guest contributions. We’re curating video content and podcasts for SABC+, making it a one-stop shop for all SABC content.
RedTech: You describe data as “the new gold.” How is SABC radio using first-party and third-party data to support content decisions and grow revenue?
Wotshela: The South African radio industry has struggled with compromised audience measurements due to supplier changes and new research methodologies. While this is being resolved, broadcasters have found alternative data collection methods.
We’re investing in data analytics tools to capture audience responses, providing our clients with invaluable insights. We’re also collaborating with universities — the University of Cape Town’s Liberty Institute of Strategy Marketing study on South Africa’s mass market resonates strongly with us, as we serve ordinary South Africans who are often overlooked as economically insignificant. This research proves their true economic value and guides our client engagements.
RedTech: How did SABC Radio accelerate Amapiano’s journey from a local electronic music subgenre to an international breakthrough?
Wotshela: South Africa’s broadcasting regulator (ICASA) requires us to play 70% local music on public platforms (versus 35% for commercial broadcasters). This quota immerses us in the local music industry, supporting emerging artists and genres while keeping us relevant to musical trends.
Although artists now break songs digitally, radio remains crucial for popularization — if a song isn’t heard on Metro FM, it’s not considered relevant. By putting artists on big stages like festivals and awards, we’ve helped make Amapiano globally popular. Metro FM even dedicated an entire category to Amapiano in their Music Awards.
RedTech: Can you walk us through your weekly live performance process and how this approach supports emerging artists while creating compelling on-demand content?
Wotshela: With visual radio’s growth, stations constantly seek audience engagement. Artist interviews and celebrity features generate huge listener interaction. Each station promotes different genres; for example, Ukhozi FM showcases Maskandi, while Thobela FM focuses on gospel.
We’ve created spaces for artists to interview and perform live in studios. This trend started post-COVID to restore vibrancy to our buildings. These mini concerts take place in foyers, auditoriums or any space that accommodates small audiences, with cameras and sound systems streaming live performances.
We’ve realized collaboration is essential for survival.
RedTech: How has offering alternative advertising platforms for small businesses affected your revenue model?
Wotshela: While commercial stations should subsidize public broadcasting, our public stations are largely self-sufficient. Ukhozi FM ranks second only to Metro FM in revenue, with four other African language services stations forming the “Big 5” that drive our commercial viability.
We assist small businesses through cheaper alternatives outside prime time: Evening talk and music shows offer affordable rates. Many alternative medicine businesses have grown into national brands this way, often expanding to other SABC stations once they achieve national awareness.
RedTech: As South Africa’s public broadcaster, how do you collaborate with NGOs and educational organizations to create content that drives social change while maintaining commercial viability?
Wotshela: We’ve realized collaboration is essential for survival. These partnerships support both content creation and commercial viability, as our funding model relies 85% on advertising revenue from the public and private sectors.
We’re currently addressing gender-based violence and femicide, partnering with Gender Links, Sonke Gender Justice, Thuthuzela Care Centres and others. They provide qualified experts and train our content creators on handling sensitive information. Government departments and foundations help fund these programs — social change requires consistent messaging over prolonged periods, which costs significantly.
RedTech: What emerging technologies are you monitoring, and what three investments should radio executives make today?
Wotshela: Podcasting dominates our senior management conversations. While our talent creates popular podcast platforms, we have yet to see significant revenue. We’re developing a single channel to house all podcasts for proper monitoring and monetization.
Radio remains personality-driven — talent is our most important asset. Many of our personalities serve as brand ambassadors. We need a talent management strategy that benefits both talent and the organization. AI and data analytics can enhance our business.
Given the current challenges in audience measurement, investing in research and data analysis tools is necessary for creating relevant content and providing credible information to advertisers. Tools like Xperi’s automotive solutions could improve listening experiences and provide valuable data.
This story originally appeared in the September/October 2025 edition of RedTech Magazine.
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