How brands can win on Facebook; Unpacking Edgerank 2019

Online radio becomes the new face of broadcasting in South Africa

Digital communication technology is constantly proving to be the game-changer of our culture and everyday life in South Africa.

This results through the changes in various digital platforms which shape the way we consume content today.

To illustrate, recently ICASA revealed that online radio is now integrated into mainstream radio. Showcasing 21.5% overall usage of Digital Audio Broadcasting (DAB) services in the country.

With new media technologies pervading in South Africa, the public has learned to pay more attention to the content shared in digital media as opposed to traditional platforms.

Just as the Deputy Minister of Communication, Pinky Kekana approves that serving communications through digital encourages public acceptance due to simplified processes of information acquisition.

As a result, this leaves traditional radio stations in disaster because much of their content gets brushed-off by the dominance taken by digital radio in terms of content and audience preference.

This article will show how digital radio conquers mainstream culture, and as well as how it beats traditional radio in terms of efficiency and other benefits which will be discussed below.

Online radio provides targeted content

Through the power of digital technology in South Africa, online radio stations have mastered that we are different as humans and therefore the type of content we consume will be different too, based on our needs and preferences.

This form of audio broadcasting allows the split of content to meet the needs and attention of different audience groups. To illustrate, online radio stations such as; CliffCentral and TouchHD are able to dominate traditional media because of their tailored content which target specific demographics in the country.

For instance, CliffCentral founder Gareth Cliff, stressed on the value of creating content that is specific, targeted, and relevant, in his Know Thy Audience blog post.


Also, the father of Touch HD, Tbo Touch prides himself in offering content that is easy to engage with without imposed norms, and cultural conventions that come with traditional radio.

Through mediums like podcasts, and live streaming these contemporary radio stations fragment their shows, programs, and music for targeted audience groups, and thus credit them increased listenership numbers as their content get devoured by the right people who relate to it.

Digital radio allows instant content access

“Catch-up” is the main concept driving more interest and attention to online radio in South Africa. According to Tbo Touch, “digital radio gives opportunities for broader society to access content on different times and spaces based on their needs”.

Verily, in digital broadcasting, there is nothing such as a missed program or show.  Audiences are now privileged to catch up on their favorite content at any time. They no longer stress about missing their preferred content, thanks to instant download and catch up tabs online.

What is more, the “catch-up” trend allows online radio stations to document their content. And some may remain evergreen within digital domains. Content formats like podcasts and music are now readily available in online libraries and this increases immediate information access.

Audio is passive and real

Digital radio is continuously cannibalizing traditional radio because of being passive. Through the social profit of mobile devices, the public is no longer forced to stay next to their big Hi-Fis or their non-portable radio sets to consume media.

By the luxury of mobile devices, Cliff addresses that “online radio content can be consumed easily without the interference of the listeners’ activities. For example, I can be jogging, making breakfast, or even working out at the gym while listening to a podcast or a live streaming event.
Correspondingly, that guarantees saved time for the public.

To add, online radio gives the best experience when it comes to unfiltered content as opposed to traditional radio. Most of the Social Networking Sites (SNS) are autonomous and, that encourages online content creators to share true, and real-time information without being censored.

As a result, unfiltered content reassures increased public engagement because it’s a fresh and undiluted reality.

Online broadcasting elevate fresh talent

South Africa is rich with musicians, presenters, voice-over artists, and storytellers. And previously these professionals have been struggling to get platforms to showcase their talents.

Luckily, online radio to be the better stage for hidden talent in the country. More professionals and developing artists are now less constrained to share their skills, all thanks to online media.

For example, Massive Metro, another prominent online radio led by DJ Sbu heads on with the idea of promoting local talent, particularly in township communities.

DJ Sbu mentions that their radio station represents “Kasi life” because it acknowledges local talent by playing local music, and also by giving the platform to aspiring presenters.

Online radio in South Africa is continuously growing to its four legs day by day. As long as the public keeps on flooding to the digital base, chances are that the mainstream media will be merged to online either.

Absolutely, our current point in media consumption confirms that online radio is no longer just a trend, but it has become our way of life, and by the looks of things it will soon leach away traditional radio completely.

https://www.worlddab.org/countries/south-africa
http://cliffcentral.com/gc-blog/know-thy-audience/
https://themediaonline.co.za/2017/08/whats-up-with-online-radio-the-pioneers-give-their-views/
https://www.youtube.com/watch?v=C92h5jo5fE8