With so many people relying on social media for their news and entertainment, radio and its place in the media is often questioned. Good Hope and 5FM's Business Manager, Masi Mdingane, explains that radio can stay relevant as an audio-first, but not audio-only, platform.
With over 19 years in the field, Mdingane shares how to adapt to change, stay true to your brand and keep your audience tuned in.
How do you see traditional radio evolving to stay relevant in a landscape dominated by streaming platforms and social media?
Radio has a massive opportunity to not only stay relevant but thrive. It must evolve through a multi-platform approach that blends its core strengths with modern digital trends.
This means expanding reach beyond the airwaves by offering online streaming, podcasts, short-form audiovisual content, mobile apps that allow audiences to engage with content on-demand and integration of popular digital platforms such as TikTok and Instagram into their digital strategy.
[Your digital strategy] needs a shift in investment to a total, multi-channel brand experience.
Radio stations can build deeper connections with audiences by leveraging social media for real-time interaction and to remain not only top of mind but proactively and directly engaged.
Furthermore, a multi-platform approach ensures that stations remain discoverable, accessible and competitive — meeting audiences on their preferred platforms in an increasingly fragmented media landscape.
How can youth-driven radio stations like 5FM ensure that they keep up with changing trends without compromising the station's core identity?
At 5FM we're set on not just keeping up with trends, but setting them.
Youth stations can roll with trends by embracing innovation and identifying opportunities to broaden and deepen their connection with audiences, beyond what traditional radio on its own can do.
[They do this] while staying true to their core identity of delivering energetic, youth-driven and cutting-edge content, music trends and relatable, courageous on-air personalities.
By collaborating with popular events, emerging artists and content curators, for example, the stations can tap into youth culture in real time.
However, maintaining a consistent brand tone, commitment to fresh music and content that resonates with the youth, ensures that the stations evolve without losing what makes them distinctive.
Balancing trend responsiveness with authenticity is key to staying connected to, and moving, a dynamic, media-savvy generation.
How do you balance creative content direction with commercial targets when overseeing a station's growth?
This requires a blend of authenticity and market awareness. Content curators within the stations should produce bold, impactful and relatable content that resonates with the youth audience while aligning with brand partnerships and advertiser interests — laser-focused on solid ROI.
This is achieved by integrating sponsored content organically and ensuring that commercial goals amplify rather than dilute the station’s programming output.
Ultimately, sustainable growth comes from delivering solid value to both listeners and advertisers without compromising the station’s creative edge.
As radio stations face increasing pressure to prove ROI, what do you prioritise when evaluating the success of programming?
Radio stations should prioritise a balance between audience engagement and commercial performance. Key metrics to assess include RAMS data, time spent listening, audience reach per time slot, social media engagement and streaming figures.
Additionally, tracking advertising revenue generated per time slot and sponsorship retention provides insight into commercial viability. Therefore, prioritising content that drives both strong listener loyalty and advertiser commitment ensures that programming decisions support long-term profitability and audience growth.
What are some of the content challenges and opportunities unique to audio-first formats like podcasts and radio?
Audio-first formats present unique content challenges and opportunities. Without visuals, content creators must rely on strong storytelling, engaging dialogue and sound imaging to capture and retain audience attention.
This seeming "limitation" also fosters deeper listener connection, as audio creates a more intimate, focused and personal experience. Opportunities lie in the format’s flexibility and ability for on-the-go consumption and serve niche audiences exceptionally well.
The challenge of discoverability in a crowded market can be addressed through smart branding, accurate tagging and cross-platform promotion.
It is essential to bear in mind that radio stations may be perceived as "audio-first," but they are definitely not "audio-only". Adding visual and experiential elements to the mix across various platforms makes for an immersive audience experience that is second to none.
With so many media channels competing for attention, how does 5FM ensure its podcasts stand out?
Content is king. It's about getting your audience in the company of those the world wants to talk to, sharing the hottest info and having the chats that matter and entertain the most — keeping more people tuned for longer.
The station recently introduced a brand new four-podcast series that is relatable and reflects the authentic voice of our target audience. These are Kidversations, Vibe Check, Champion's Blueprint and Pap & Politics. These focus on bold, youth-driven storytelling that ranges from sport and entertainment to politics and pop culture.
Consistency in tone and strategic cross-promotion on air and other social media platforms, over and above ensuring accessibility, are some of the key strategies used to build loyalty and awareness.
What advice would you give other broadcasters thinking about adding podcasts to their offering?
Broadcasters should treat podcasts as distinct mediums and not just repurposed on-air content. They should create original concepts with a clear target audience and prioritise authenticity, consistency and high production quality. These should be promoted across station social media platforms and on-air.
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*Image courtesy of Canva and Altus Venables