Traditional media platforms, such as print and television, are grappling with declining audiences and revenue losses as consumers shift to digital alternatives. According to Statista, digital media is expected to account for 20.43% of total advertising revenues in South Africa’s media market by 2029. While the digital age poses a significant challenge to traditional media, radio has remained resilient, maintaining its relevance and immediacy. The medium continues to thrive in the digital era thanks to its ability to provide live updates, real-time engagement, and localized, relatable content.
To realize the full potential of radio, the SABC has made digital audience growth and technological transformation a central pillar of its strategy. Content diversification, along with continuous platform development and expansion, is crucial for driving successful audience growth across the SABC’s network of services.
In November 2022, the SABC launched its fully-fledged OTT platform, SABC+, offering audiences online access to the broadcaster’s current linear content alongside new, diverse programming. The platform’s value proposition is further expanded by adding curated content, such as radio station-specific podcasts and vodcasts, to enhance the audio-visual entertainment mix. The service is free to subscribe to, providing users with catch-up episodes of popular SABC TV dramas, as well as a curated archive of content categorized by genre.
The platform has also enabled SABC Radio to launch pop-up channels, showcasing both audio and video content from major radio station events like the METRO FM Music Awards, the Thobela Gospel Festival, and the XiTsonga Music Awards. For listeners unable to attend these events in person, the online streaming options offer real-time access, keeping audiences connected to the action as it unfolds.
These pop-up channels, along with initiatives such as Ukhozi TV — a station-owned and curated online video channel — are proving highly popular with Gen Z audiences. For instance, 5FM launched the themed pop-up station 5FM Extra Youth during Youth Month. This channel, compiled by and for listeners under 25, featured content, interviews, and music from emerging Gen Z artists.
Radio dramas, a core element of the SABC’s programming, have also found a thriving digital audience. Online catch-up opportunities for archived episodes from the PBS portfolio have successfully built a loyal and engaged listenership. Stations have also begun producing video versions of popular dramas, which are available across digital platforms. These catch-up VOD episodes present new opportunities for advertisers to sponsor content or incorporate product placements, tailoring the storylines to amplify their brand or services.
Often referred to as “theatre of the mind,” radio’s timeless appeal lies in its unmatched ability to engage the imagination, evoke emotions, and create vivid, personal experiences. With just a voice, a melody, or a sound, radio can transport listeners to new worlds, making them feel as though the stories are being told just for them.
What makes radio extraordinary is its unique power to connect with people on a deeply personal level. By speaking to audiences in their own languages, radio weaves stories that resonate with the intricacies of their lives, cultures, and dreams. It doesn’t just entertain—it fosters intimacy, builds bridges, and unites communities.
But how does radio achieve this connection? Is it the emotion in a heartfelt conversation? The sense of companionship it offers, whether listeners are alone at home or in their car? The anticipation of a breaking news story? Or the joy of hearing a favourite song when least expected? The mystery of radio’s power is part of its charm, but one thing is certain: it meets listeners where they are, in the language they understand, helping them create memories and meaningful experiences that last for years.
Boasting an impressive portfolio of 19 radio stations, the SABC remains South Africa’s leading source of entertainment, education, and information. SABC Radio continues to experience significant growth across digital and social media platforms, positioning itself for sustained success as it embraces the digital era and engages with audiences in real-time, reflecting evolving consumption trends.
The SABC Radio portfolio continues to solidify its position as a market leader, as evidenced by its recent achievement of 104 nominations across all categories at the Telkom Radio Awards. This recognition highlights the SABC’s exceptional influence in the industry, built on a legacy of broadcast excellence. The nominations underscore the SABC’s commitment to producing high-quality programming that resonates with diverse audiences, further solidifying its role as a leader in setting high industry standards and creating innovative content. Most importantly, this recognition reflects the dedication, passion, and creativity of the SABC radio team in ensuring optimal performance across its footprint, even as it faces stiff competition from other stations.
The SABC’s three flagship stations — Ukhozi FM, METRO FM, and Umhlobo Wenene FM — have also been nominated as the top three coolest radio brands in the country, in the #GenNextAwards, with METRO FM leading the pack as the winner of the coolest radio station for 2024.
These accolades are a testament to the remarkable talent shaping and redefining South Africa’s media landscape and reinforcing the enduring power of radio in the digital age.
By Lebohang Sekete (SABC’s Internal Communications Manager) and Johan Van Rooyen (Head of Strategy for SABC Radio)
