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THE MADIA JUNE 2018

Gagasi FM’s “New Dawn” - obsession with our audience Gagasi FM turned 12 years old in March and once again it was a moment to reflect on the journey and appreciate how far the brand has come. Around the same time the country had entered a “new dawn” with the new administration coming in. Gagasi FM also entered its own new dawn, not necessarily around leadership change, but more in terms of organisational mind-set, an “obsession with our audience”. This defines a period where the brand is constantly on the lookout for a listener, searching where they are, what they do, how they consume media, what influences their choices and so on. While this may sound like an exercise that has always been there, our obsession is not just that, it goes a step further. It is how our business responds to the modern-day consumer environment. It’s about how this modern-day consumer environment shapes and redefines our approach to business moving forward, from the show content, to talent, our digital offering and events. All of these business touchpoints must be a reflection of what the Gagasi FM audience is about. The consumer’s experience of the brand must be consistent throughout. But how do we ensure that the station lives up to the new dawn? Over the past months the station’s management has been involved with the planning and strategy development process to take the station forward. This included a review of the company values and clearly articulating the meaning of these within the context of our business, ensuring they drive the internal environment towards the attainment of the business objectives. To a large extent working on the internal environment involved the development of the station’s talent as sub-brands and influencers within the consumer environment. This was achieved through amongst other things, the introduction of household personalities such as DJ Spectacular and DJ Naves to host the afternoon drive on weekdays, The Kings Drive. This assisted, not only in terms of driving audience numbers, but also in terms of influencing the brand and talent impact in the market. Both The Kings Drive and I Love Mornings (breakfast show hosted by Mzokoloko) are commanding over 1 million listeners each show, with the Golden Circle (midmorning show with Mfundo Mzolo) and Midday Shandis (midday show with Felix Hlophe) also doing very well with over 900 000 listeners each show. GAGASI FM TALENT AS LEADING KZN INFLUENCERS Over the years Gagasi FM has built its relationship with its consumers and one of the greatest assets that enabled the station to achieve that has been its talent. As the brand that carries the hopes and aspirations of people of KZN, Gagasi FM is at the forefront of influencing trends in the lifestyle, entertainment, urban mindset and music spaces, and talent are the biggest drivers of such influence. The combination of seasoned and younger presenters, all in their different personas provides a perfect balance in terms of show variety and delivery. Outside of their radio shows they tour around the Province almost every weekend for their private gigs. From club gigs for mixing DJs, to performances to those with their own music albums, to stand-up comedy for comedians and MC work for corporate, government and private gigs. The station has just also introduced Khaya Dlala, who plays GC in the popular SABC 1 televonala Uzalo, Raphael Griffiths who plays the character of Zithulele Bhengu on the e.tv drama series Imbewu: The Seed, Lunique, Njinga Mpanza and Asante Chiliza. EVENTS Gagasi FM also took a strategic business decision to expand its events portfolio and introduced new properties such as Gagasi FM Red Star Experience at the Vodacom Durban July as well as becoming one of the official radio partners for the Loeries Awards which saw the station taking charge of the after-party at the awards. The station also enhanced the experiential offering of other properties which take place at the beginning of December to kick-off the station’s annual “Ilangil’Thola Khona” summer campaign, which usually starts with the Gagasi FM Beachfest. The event which has traditionally been a music affair, has seen other elements such as fashion, and a food village being introduced to enhance the consumer experience of the event. DIGITAL The “obsession with our audience” new dawn will also see the station’s digital offering a different shape and form. The content structure will be driven largely by how a consumer wants to interact with the brand from a digital space. The revamp of key digital platforms will ensure impactful interaction and drive traffic from the audience. AUDIENCE Gagasi FM’s target audience is urban, black, young adults between the ages of 16 – 35 in KZN. The station has been very clear and consistent in terms of appeal to this audience, and from the on-air product, to talent, digital and events, the focus has been on talking to this listener. The current listenership is 1,7 million listeners, making Gagasi FM the biggest regional radio station in the country. www.gagasiradio.fm


THE MADIA JUNE 2018
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