MTN Radio judges debate 2010 and best categories
29th of March 2010Issued by: The Future Group
Media consultant, and former newspaper editor, Ryland Fisher concurs: “Radio is the only medium that reaches the majority of South Africans, whether they are in rural or urban areas. Radio has a reach far wider than print, television or the internet. Radio has an important role to play in bringing the World Cup to the majority of people, who will probably sit glued to their radio sets listening to the many matches that will be played during the tournament. It will probably be the most important medium during the World Cup.”
Youth brand analyst Musa Kalenga agrees with the penetration and reach argument: “Considering that the average South African will not have tangible access to the World Cup, radio would need to fill that void by using the theatre of the mind to teleport the South African masses to the majestic football arenas in order for them to experience this global extravaganza. It is a vitally important medium.”
During the briefing session, judges also gave some insight into the categories they're most looking forward to judging.
Says branding and design agency owner Nomahlubi Simamane: “I'm keen to see how radio stations have positioned themselves, the target market they go for and how they differentiate themselves in a very congested media space. More than that, though, what strategies they are employing to keep their audiences and how are they integrating the new social media in their plans and what value they are adding to client's brands. It will also be interesting to see whether the best stations are profitable and whether this is sustainable. I also want to know what social investment projects are they involved in and how these impact communities.”
Blogger and trends analyst Khaya Dlanga believes the most challenging category will be the “Best Daytime Show”: “It must be the most difficult aspect of radio. People are at work and you have to get them to find ways to listen despite the pressures of work and the fact that you are competing with their lunch hour. How do you get them to listen to you instead of listening to their iPod?”
Leading media strategist Gordon Muller makes a strong case for community radio saying: “Community radio is, or should be, radio in its purest form. At its best it still holds the emotional key to the heart of many communities.”
Radio stations can enter one of 20 categories at www.mtnradioawards.co.za. Entries close at 5pm, on 1st April 2010 ahead of a major awards ceremony in mid-May.
As entries begin to pour in for the inaugural MTN Radio Awards, members of the 20-strong panel of judges believe the medium will be one of the major media players for the 2010 FIFA Soccer World Cup. At a briefing session this past week, judges were asked to discuss the importance and influence of radio in the build-up to and during the global event.
Former drive-time presenter Lawrence Dube says: “Radio is very important in 2010 as the majority of our countrymen are still dependent upon it as the main source of information, as well as those who will be driving or at work during the games, as not everyone will be at the stadia or be sitting in front of television sets.”Media consultant, and former newspaper editor, Ryland Fisher concurs: “Radio is the only medium that reaches the majority of South Africans, whether they are in rural or urban areas. Radio has a reach far wider than print, television or the internet. Radio has an important role to play in bringing the World Cup to the majority of people, who will probably sit glued to their radio sets listening to the many matches that will be played during the tournament. It will probably be the most important medium during the World Cup.”
Youth brand analyst Musa Kalenga agrees with the penetration and reach argument: “Considering that the average South African will not have tangible access to the World Cup, radio would need to fill that void by using the theatre of the mind to teleport the South African masses to the majestic football arenas in order for them to experience this global extravaganza. It is a vitally important medium.”
During the briefing session, judges also gave some insight into the categories they're most looking forward to judging.
Says branding and design agency owner Nomahlubi Simamane: “I'm keen to see how radio stations have positioned themselves, the target market they go for and how they differentiate themselves in a very congested media space. More than that, though, what strategies they are employing to keep their audiences and how are they integrating the new social media in their plans and what value they are adding to client's brands. It will also be interesting to see whether the best stations are profitable and whether this is sustainable. I also want to know what social investment projects are they involved in and how these impact communities.”
Blogger and trends analyst Khaya Dlanga believes the most challenging category will be the “Best Daytime Show”: “It must be the most difficult aspect of radio. People are at work and you have to get them to find ways to listen despite the pressures of work and the fact that you are competing with their lunch hour. How do you get them to listen to you instead of listening to their iPod?”
Leading media strategist Gordon Muller makes a strong case for community radio saying: “Community radio is, or should be, radio in its purest form. At its best it still holds the emotional key to the heart of many communities.”
Radio stations can enter one of 20 categories at www.mtnradioawards.co.za. Entries close at 5pm, on 1st April 2010 ahead of a major awards ceremony in mid-May.
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