As we commemorate the 14th edition of World Radio Day, one is encouraged to reflect on the on the role of the South African Broadcasting Corporation’s (SABC) African Language Service (ALS) radio stations and their key role as a public communication pillar that has remained relevant, resilient, and sustainable since the establishment of its first radio station SAfm in 1936.
The SABC has 19 radio stations, with 11 of these platforms broadcasting in at least of one of the 11 official national languages. The progressive spirit of embracing all citizens of South Africa also led to the establishment of XKFM on 18 August 2000, which broadcasts in !Xuntali and Khwedam to the San community in the Northern Cape.
Channel Africa, the public broadcaster’s international radio station, which broadcasts on satellite and online is the window into Africa for the African continent and Diaspora at large. Channel Africa strives for Pan-African inclusivity and broadcasts in five popular languages on the continent namely, Swahili, Chinyanja, English, French and Portuguese. The vision of the station is to reinforce Africa’s dignity, pride, and a sense of self-worth.
The SABC’s African Language Service’ programming is aligned with key human truths, needs and aspirations that are synonymous with everyday solutions, required for a progressive South Africa. Below are the SABC African Language Service (ALS) radio stations by order of audience prominence:
1. Ukhozi FM – IsiZulu
2. Umhlobo Wenene FM – IsiXhosa
3. Lesedi FM – Sesotho
4. Motsweding FM – Setswana
5. Thobela FM – Sepedi
6. Munghana Lonene FM -Xitsonga
7. Ligwalagwala FM – SiSwati
8. Radio SonderGrense (RSG)- Afrikaans
9. Phalaphala FM – Tshivenda
10. Ikwekwezi FM – IsiNdebele
11. XK FM-! Xun and Khwe
These stations have grown remarkably, by delivering substantial audience ratings. The programming mix of the respective radio stations are intensified by drama, educational and Indigenous knowledge system content that makes interactive radio. In terms of local content, the stations are required by the Independent Communications Authority of South Africa (ICASA), to play 70% of local music and sound production, with the remaining 30% focused on international acts.
A unique attribute of these ALS stations is their ability to capture the most loyal and diverse audiences across the South African radio landscape. The ALS listeners also dedicate an incredible amount of time listening to their favourite stations, with RSG, Lesedi FM and Umhlobo Wenene FM leading with the highest time spent listening to radio per week. This asserts the ALS brand affinity, dominance, and loyalty factor. Not only have these stations and our other ALS radio stations delivered content in South African languages, but they also have delivered impact driven campaigns for different communities and provinces. The ALS stations’ campaign delivery on both content and revenue collection efforts keeps on improving. They have stimulated acceptable commercial returns on innovative and entertainment programming. Collectively, the African language stations have been able to deliver reputable client campaigns to the joy of the public, which in our view suggests that there has been a fair balance between mandate and commercial interests when it comes to the SABC’s African Language Services.
SABC radio delivers on its promise of quality content, relatable presenters who are relevant to listeners, encouraging a plurality of views and excellence in delivering on advertising client’s campaigns. Although the SABC’s public mandate remains largely unfunded by government, which puts significant financial pressure on the corporation, our radio stations continue to deliver quality programs that are embraced by the vast majority of South Africans.
Furthermore, SABC radio brands continue to deliver content that informs, educates and entertains the public of South Africa. This remains the calling of many SABC radio professionals who have devoted their lives to serving the audiences of South Africa, with the aim that audiences will continue to trust radio as a medium that brings positive change into their lives.
