TheMedia_strung_2020

THE MEDIA CONNECTION

CCFM FM UMGUNGUNDLOVU FM The Media Connection has been so
Frequency: 107.5 FM Frequency: 107.6 FM impressed by the impact that our stations
Province: Western Cape Province: KwaZulu-Natal have had on so many lives. Eric Hoffer,
Footprint: Greater Cape Town, Footprint: Umgungundlovu philosopher and author said “Kindness can
including False Bay, Goodwood, Municipality district and parts become its own motive. We are made kind
by being kind.” This a profound practice.
Gordons Bay, Stellenbosch, of the Durban Metro, Sisonice
Thetha FM shared, “Our vision is to strive
Fishhoek, Simonstown Municipality and Umzinyathi for effective community partnership and
February 2020 BRC Listenership: 60 000 ensure Thetha FM’s board, management
and Atlantis Broadcast Languages: Zulu and staff reflects the needs and priorities of
February 2020 BRC Listenership: Audience: Zulu speaking families in the community.
153 000 township and rural communities
Broadcast Languages: English “We strive to always sustain the
and Xhosa inside footprint of all ages promotion of community development
Audience: Predominantly coloured Rates: From R969 to R1 498 within and around the areas we reach.
community of all ages inside footprint Station Profile:
Rates: From R1 222 to R1 330 “Since the COVID-19 pandemic started
Station Profile: www.themediaconnection.co.za/umgungundlovu/ we have rolled up our sleeves and
continued on with our work. We have
www.themediaconnection.co.za/ccfm/ partnered with young people in Evaton
to make sure we assist in providing
LINK FM IMBOKODO FM much needed food parcels, clothing and
Frequency: 97.1 and 92.1 Frequency: 96.8 FM sanitisers to those who can’t afford to but
and DStv 875 Province: KwaZulu-Natal them. This project is ongoing and every
Province: Eastern Cape Footprint: Broadcasting from week we go out to hand out the food
Footprint: Broadcasting from East Pinetown, Imbokodo covers PMB, parcels.”
London, the station covers Port Alfred, Eshowe and Durban
February 2020 BRC Listenership: We are filled with gratitude to be able
Butterworth, Stutterheim, Hamburg 51 000 to say we are associated with community
Broadcast Languages: Zulu and radio, and even more so when we see
and King William’s Town English what they have accomplished in their
February 2020 BRC Listenership: Audience: All ages Zulu community own spaces. There is something truly
44 000 Rates: From R945 to R1 732 remarkable about how people come
Broadcast Languages: English Station Profile: together in a time when there is such a
and Xhosa www.themediaconnection.co.za/imbokodo/ desperate need for a helping hand.
Audience: Urban to semi urban Xhosa
speaking community We are here, where are you? Our radio stations are the voices
Rates: From R337 to R1 177 that guide, teach, direct and uplift their
Station Profile: communities 365 days a year. Many of
these voices have been a beacon hope
www.themediaconnection.co.za/link-fm/ for over two decades and The Media
Connection has been a key player in the
industry for just as long. As we grow
and learn, we remain determined and
steadfast in our plans to continue for a
long time yet.

The Media | themediaonline.co.za 49

Talk radio: Mending bridges or
blowing them up?

South Africans are opinionated, and boldly voice their thoughts on various
platforms, including, of course, radio – where heated exchanges are often carried
over to a station’s social networks. LUCINDA JORDAAN explores whether talk
radio helps us build the nation, or whether the discourse divides us.

50 The Media | themediaonline.co.za

TALK RADIO

I n the Zuma years, the former which we do that. What is said on talk us to engage robustly and to air the
president’s supporters dismissed shows has an influence on attitudes, and things that need to be said, debated and
those who criticised him as on public policy,” maintains Kruger. considered,” reckons Nadia Bulbulia,
‘clever blacks’ or ‘702 blacks’. executive director of the National
That’s one huge compliment CapeTalk station manger Tessa Association of Broadcasters.
to talk radio, because it acknowledges van Staden shares the sentiment. “It’s
the medium’s role in informing people, not uncommon for talk radio to be “When done well, talk radio provides
honing their critical skills and making us described as an instrument of active an ideal platform to better understand
all citizens rather than subjects. democracies. It should always provide critical issues facing us as individuals,
a dynamic platform for the sharing of communities and as a nation – in all our
So, given the ongoing popularity of ideas, information, public comment complexity and diversity,” she adds.
talk radio – even in the era of social and reflection.”
media – what role does it really play SAfm Sunrise presenter, political
in South Africa? Does it divide us, or Talk radio, in essence, gives its journalist and Newzroom Afrika
does it foster greater understanding in audience direct access to decision- afternoon show host, Stephen Grootes,
a country with a troubled makers, notes Van Staden, adding: believes South Africa would be in a far
history of hundreds of
years of colonisation and “Successful talk radio should worse position than it is in now
institutionalised racism? connect – rather than divide – without “proper, honest talk
people from different geographic radio”. It is vital to democracy,
“South Africa was ultimately and socio-economic environments he says, providing a place
delivered to us through an by facilitating understanding.” where people can talk and learn
open democracy, through from each other. “Sometimes
dialogue,” points out Given Given South Africa’s history and it can sound like talk radio is
Mkhari, chairman of Power levels of inequality, “we need every difficult to listen to. It’s not the
FM. “After sanctions, wars, opportunity for open dialogue and talk radio that’s hard, it’s the
suppression, the only time it’s great that the public airwaves are honesty that’s hard,” he says.
we managed to pass through being used in this way, as it enables “This country needs to have
a segregated past was when really difficult discussions, and
people came together, you’re only really having them
sat around the table and on talk radio.”
negotiated … So I believe in
the power of talk in resolving Constructive discourse
differences, achieving requires a bit more than
consensus and also to expose just a platform to share it
any form of injustice and to on, though. “There’s a big
negotiate rights for those who difference between talking
are disenfranchised.” on the radio and talk radio,”
Mkhari emphasises. “People
Deliberative consultation and presenters talk on the radio
about anything from songs, music,
Franz Kruger, director at Wits Radio social issues, to any form of interaction
Academy, agrees that the formation of that requires an airing. But talk radio
South Africa’s democracy in the 1990s is deliberate, anchored around a well
– “deliberative, with lots of discussion thought-out process, starting from
and consultation” – lies at the heart of subject matter that resonates with
who we would like to be: a nation that society, hosted by people who are
talks and listens to each other. “Radio, trained to facilitate conversations and
specifically, talk radio, is a key way in who are well prepared before they have
that conversation.”

The Media | themediaonline.co.za 51

Refilwe how; what topics are put on the table What is said on
Moloto and how they are framed; and what talk shows has an
comments I refuse to engage, or how influence on attitudes,
Mkhari points out how much work I engage disagreement,” she says. and on public policy
goes on behind the scenes. Talk “That has been my intention from the
radio, he says, is not “instantaneous moment I agreed to do the show – to adhere to stricter regulations than
or spontaneous”. “It is planned, it is ‘nation building’ is a term I also use, social platforms, notes Bulbulia.
deliberate – from what are we talking and I think we are demonstrating
about, and why are we talking about that in the content and conversation “Sure, emotions can run high; some
that subject matter, to who to talk to, we have encouraged on the conversations have brought me to tears
and why. Are they an authority on the breakfast show.” and also angered me, but broadcasters
subject matter? Will the listener trust adhere to a code of conduct and
that person or understand the concept?” Moloto adds that her due diligence to editorial guidelines, so there’s an
takes a leaf from market research. appreciation of the principles of free
Due diligence speech, balance and fairness,”
“It’s been proven that people are she notes.
CapeTalk breakfast show host Refilwe more inclined, by a multiple of, I think,
Moloto echoes this, and believes five, to comment, share with their circle Bulbulia’s observations on talk
it’s incumbent on a show’s content of influence, or provide feedback on radio point to deeper analysis and
producers and hosts to moderate, and an experience that irks or angers them, constructive discussions, as opposed to
guide critique towards a balanced, rather than one that pleases them. So, sowing division. “If anything, my sense
constructive dialogue. “It matters yes, by its nature, any platform – from is that presenters are honing their skills
what questions I ask of listeners, and radio to Facebook to Twitter, can lend and not relying on personality alone to
itself to divisive discourse that isn’t carry a segment – we are hearing more
very constructive.” subject matter experts, varied opinions
and a willingness to engage more
Some would point to Twitter as a meaningfully with audiences,” she says.
place for open, robust discussion, but “A great deal of care and responsibility
Grootes challenges this idea. “In my is also evident when dealing with
view, Twitter can become a forum in difficult issues; a current example is the
which ‘you are either with me or against coverage of the coronavirus/COVID-19.”
me’. People who change their minds on
Twitter often only do so after coming A hegemony of voices?
under intense pressure for something
they have said,” he says. Interestingly, Kruger spotlights an
inherent weakness in the platform: “It
“Changing your mind in public is can be divisive, especially as people
hard to do. On talk radio, listeners can tend to gravitate towards a station that
start a conversation with a view; over shares their points of view… In general,
time, that view can change. It is entirely too often I end up listening to people
possible to have a person phone in from that I kind of agree with.”
Nkandla or Umlazi and say how they
feel – and for that person’s employer in His advice to broadcasters? “I think
Sandhurst or Bishopscourt to hear them that the extent to which talk radio, and
for the first time, and to change their
view. They change their view in private,
not in public. That does not happen
on Twitter.”

There’s also the issue of checks and
balances, with broadcasters having

52 The Media | themediaonline.co.za

TALK RADIO

IMAGES: PIXABAY, SUPPLIED radio more generally, can challenge invalidate that which they receive. Listeners do have recourse should
listeners to confront issues outside Then we move from broadcasting to they find a show or its content
their comfort zone is a good thing – it content co-creation and co-curating offensive. As Bulbulia says, producers
can conflict with a station’s need to because we are no longer in the and presenters know that if they
appeal to their audience, but there is a business of information dissemination,” push it too far they could be hauled
real obligation to get listeners to listen he says. “Certainly, for a station like to a hearing, either at the Broadcasting
to outside voices, a lot of which is Power FM, our target audience sees Complaints Commission of
related to class – radio stations could themselves as subject experts who South Africa or the Independent
do more to bridge those gaps.” view the platform as their own to Communications Authority of
influence or share with society. We see South Africa’s complaints and
Van Staden believes the credibility of talk radio as a shared platform.” compliance committee.
a talk radio station is closely linked to
whether or not it achieves outcomes Moloto focuses her team on booking “More importantly, with a
for its listeners. “What does that mean? interviews that will establish or Constitution as progressive as ours
In a nutshell, talk radio is
about involving listeners investigate facts in answer to and a growing number of legal
in co-creating radio with the most pressing questions of cases on racism, sexism and
outcomes,” she explains. the day. “That’s the first line of other forms of discrimination,
“The station should integrity and responsibility to the there is increased awareness of
make a difference in the listener,” she says. “As a host, my what’s not acceptable in both
communities to which opinion counts, but only insofar as traditional and online media.
it broadcasts. CapeTalk I can back it up with reasoning, and We’ve also seen audiences
has done so in the past that I ensure I allow enough room for quickly turn to Twitter or
and continues to be countervailing opinion – should there Facebook to call out what may
committed to assisting its be dissent among the listeners.” be offensive,” she adds.
audience in tangible ways.
We can’t do so without Bulbulia’s final analysis?
building relationships; “Talk radio is unquestionably
with listeners, with guests, a platform for nation building
with sources and with – it’s vital that we hear our
clients. The station’s vision own voices in an exchange
is very much focused on of ideas and views toward
empowering our audience building the country we want.
by either giving them Sharing lived experiences in a
information they can use democracy under construction
or by networking on their can be incredibly powerful and
behalf and by holding those transformative.”
in power to account.”
Lucinda Jordaan is an independent
It’s a point echoed by Mkhari writer, researcher and editor with
who says, unlike in the past, when extensive experience in all media,
broadcasters determined what they covering fields from academia and
wanted to talk about, technology finance to education and lifestyle.
has empowered listeners to source Her articles have appeared in several
information themselves. award-winning publications, locally
and internationally, and she has
“The missing link is whether there contributed to books and online
is a shared space for those individuals sites, including The Media Online.
where they can either validate or

The Media | themediaonline.co.za 53

Let’s build good
community news

Community radio stations need to use technology and work smart
so they can produce the local news and current affairs content
necessary to keep their listeners, says PAUL MCNALLY.

E very community radio computer and copy down stories from of cash and personnel into community
station in the country has websites (local and national), translate the radio there will have to be an ideological
set itself a mammoth task. copy into an African language and read it shift to solve this problem.
They must produce five out on air.
news stories every hour, 12 Local news content
hours a day, five days a week. At all costs. This isn’t the hyper-local, independently
They have scarce resources and few produced news or current affairs content I founded Citizen Justice Network (CJN)
reporters to make this a reality and there that the listeners crave. Aside from the in 2015. It is a project at Wits Journalism
is currently no sharing or syndication of translation, the station often isn’t adding that trains community paralegals to be
news between stations. So, even though value to the news cycle. The listener could radio journalists. I have recently left the
there are more than 200 community radio just as easily glean most of this content project, but for many years I conducted
stations across the country they each work from Facebook or Google. And this is training in writing and media ethics to
in silos, producing news without help from largely because the stations are trapped radio stations all around the country.
or collaboration with anyone else. in a process of producing quantity over The lesson that I tried to stress to people
quality. And they are in competition with working in community radio stations was
To reach this target, often a news each other, rather than pooling their that their local news content is what sets
editor and a news reader sit in front of a resources. Unless there’s a huge injection them apart. Large news organisations

54 The Media | themediaonline.co.za

RADIO NEWS

IMAGES: CITIZEN JUSTICE NETWORK under financial pressure are increasingly much a station should pay to buy another pay for such a show that is focused on
becoming Johannesburg, Durban and one’s content. And one of the reasons the Vaal? I think as we proceed with the
Cape Town-centric. They would love this has been so resisted is ideological. podcasting of shows from various radio
to have stories from distant parts of Community radio stations have become stations then we will at least see if there
the country. so accustomed to being paid for flighting is an appetite from the audience for
content (rather than paying for creating quality content outside of their confined
However, programmes that have tried content), that they have become broadcast areas.
to monetise content from the community entrenched in the idea that their airtime is
stations and sell it to mainstream media their lifeblood rather than the content they Sharing and collaborating
are plentiful, and all have failed. The produce. It is like being stuck with selling
stations need to ignore the mainstream a raw mineral like gold rather than the What I would like to see is a sharing of
and look to each other for salvation. The much more valuable jewellery you could short news bulletins between the stations
way to achieve this goal of quality local otherwise craft out of it. – perhaps across a software platform that
content is to share news, tip-offs and fully makes sure that you broadcast as many
written bulletins with each other. This Editorial ethics from others as you share. And I would like
makes sense because if you are importing to see the quality current affairs content
a section of your content from another Local government buys hours of airtime (like that done by Mokolo at Thetha FM)
station you can focus on producing a on community radio stations. This is the be put up for sale. I believe, as soon as a
few quality pieces and not spread yourself main way in which the stations stay afloat station understands they can sell a drama
so thin. and once the government has bought that or a current affairs show for profit then
time they can do whatever they like with they will be incentivised to put significant
Cliff Shiko, ex-current affairs producer at it. They can peddle propaganda and fake resources into such a project.
Alex FM (a prominent station in Alexandra news, promote government projects and
township in Johannesburg), set up a refute problematic rumours. Now, this isn’t There is a fear that this could
prototype for syndication simply by using just a breach of editorial integrity, it also homogenise the stations: that you would
WhatsApp. He would encourage news undermines the other programming tune into any community radio offering
editors and reporters from “rival” radio that is free and fair that exists on the around the country and they would
stations to post stories in the group. If you station. Because, let me be clear, there all sound the same. However, I would
were part of the group then you were free is quality content lurking in corners of argue at the moment they don’t have the
to use the stories at your station. This way community radio. resources to produce 24 hours of content
you could get news from areas where you every day and focusing on a few prime
have listeners, but no reporters. Shiko was Bricks Mokolo, a community paralegal products and monetising them is the way
a strong believer in this type of synergy. in Orange Farm, south of Johannesburg, forward. This is how the beloved, eternally
However, it was outrageously lopsided has built up an incredible following on precarious yet exciting community radio
and Alex FM ended up posting most of the the very popular station Thetha FM (now sector is going to survive.
shared content and reaping very little based in Evaton). When he goes on air, the
in return. waiting room adjacent to the studio floods Paul McNally was a Knight Visiting Nieman
with people from the area wanting to see Fellow in 2016 at Harvard. His research there
Since leaving Citizen Justice him and reap legal advice from him. As focused on how community radio can use
Network I have co-founded the soon as they hear his voice on the radio technology to evolve its news output. He
podcasting company Volume and we they rush out to catch a taxi in order to is the Founder of Citizen Justice Network,
are busy negotiating with community meet him at the station. an organisation that trains community
radio stations to podcast their premium paralegals to be radio journalists and is the
content. This, we believe, is a step He has several shows: one of them is author of the non-fiction book The Street:
towards the stations finding an produced by CJN, another is on housing Exposing and World of Cops, Bribes and
audience beyond the reach of their and a third is on the state of the nation. Drug Dealers. He has 15 awards for his
transmitters and it may be an entry It is this specialised, popular, engaging work as a journalist and media developer
point to them syndicating their content content that we need to highlight and the and is the producer of South Africa’s first
among themselves. An amicable business stations, in turn, need to monetise. Would investigative podcast, the award-winning
agreement needs to be reached for how a station in KwaZulu-Natal be willing to series‘Alibi’. @mcnallypm

The Media | themediaonline.co.za 55

PERSONALITIES

The exceptional connection

The power of personality is a key driver in attracting audiences for radio.
Primedia Broadcasting’s chief strategy officer, DEBORAH SCHEPERS,
tells us more.

Consumers are said to have an of information. (‘702 Listens, 2020’) Our of the IPA Databank highlights how
exceptional connection with online consumer panel tells us that 89% campaigns that feature on radio
radio and on-air personalities. of our listeners believe that radio is a generate four times the level of brand
As someone deeply involved in trustworthy medium when receiving trust as those that don’t. (Radiocentre,
audience insights and research, information about products. This is Radio for building brand trust)
does this ring true in South Africa? significantly higher when compared
South African listeners are highly with TV at 75%. Digital mediums How important do you think
powerful personalities are in radio?
connected with radio, have much lower levels of trust, with
social media being trusted by 46% of Our view is that it’s as important
and follow on-air respondents and websites being trusted that a personality is relatable as it
by 44% of respondents respectively. is that they are powerful on radio
personalities closely. (PrimeConnect, 2019) – listeners need to feel that the
presenter is someone like them,
Our social listening tool Globally, IPA Touchpoints research who lives in their world and is part
reveals that trust in radio advertising is of their day. That said, the power of
gives evidence of this higher than for other media. Analysis radio personalities, particularly on
talk radio, is that they can influence
engagement. There were what’s going on in the world.

an average of 3 690 social How does the sales team use
your research and information
mentions for our 947 radio Our Insights team is an extension
of the sales team and works very
station and it’s presenters closely with them. Our objective
over the past year has been to
per day over the last seven build sources of data beyond
just audience numbers. We run
days. This was spiked by a a proprietary 10 000-strong
online panel (PrimeConnect) to
client promotion which is understand how our audience
perceives and experiences
currently on air, showing categories and brands, as well as
how they respond to campaigns.
how brands are quickly This tool provides huge value to
clients and advertisers, and is
wrapped up and carried strengthening our relationship
with them as we’re able to create
along by this powerful tailor-made campaigns based on
bespoke research.
connection effect.

(Meltwater study, first

week of March 2020)
A US study found

that this trust rolls
over to advertising,
with listeners believing personality
endorsements and remembering
information they might have heard
from the presenter/DJ. Does this
hold true in SA?
Our recent ‘702 Listens’ survey of 4 000

listeners showed that radio is second

only to family in terms of trusted sources

56 The Media | themediaonline.co.za

PRODUCTION

Putting together This time of year is usually
a radio show opportune for radio
managers to review
Radio has evolved over the years to meet the their on-air offering in
ever-changing needs of listeners. Nevertheless, terms of talent, revenue
the basics of putting together a radio show have opportunities and strategies for
remained much the same, writes LWAZI MPOFU. the year ahead. Presenters and
producers should also be using
this time to critically evaluate
their programmes.

Here are some of the things that
should be looked at.

The Media | themediaonline.co.za 57

PRODUCTION

1Know your audience
Of course this makes it so much
easier to prepare a show. It does
not require a focus group or
listener survey. By simply looking at the
topics that gain your show the most calls
or social media engagement you have
an indication of what your listeners want
to hear. The opposite is also true: when a
topic/feature does not draw the desired
interaction, it may simply mean that it
does not interest your listeners. Know
what makes your listeners tick, and
what doesn’t.

2How do you want your 4Prep! Prep! Prep! 5Tease a bit… IMAGES: UNSPLASH, ISTOCK.COM
audience to feel? When I was still a programme A radio presenter will always
Radio has a way of connecting manager at a campus station, do to two things on air, teasing
to listeners’ emotions. As a I used to remind a presenter and then delivering. Throw-
that preparing for a show does not forwards, a must on any show, highlight
producer or presenter, every content or begin an hour or 30 minutes before an activity that is happening later
story you share on air is an opportunity to a show, but the minute your show on. This could be a new song to be
connect to your listeners. With any piece ends. If you are working on a breakfast premiered on the station, reminding
that is to be shared on air, there should show ending at 09:00, prep for your listeners about a popular feature on
always be a few questions one must ask. next show should ideally start at 09:01. the show or an interesting interview
Is this compelling? Is this interesting? Many think preparing for a show only coming up.
Is this informative? Is this educational? entails doing internet research, but it
Does this content change a listener’s life? goes far beyond that. As a presenter The rule of thumb about throw-
Does this make a listener laugh? Does this or producer, the conversations you forwards is to always make sure the
content make the listener want to make have with your colleagues at the water tease is worth it.
a positive impact? These are a few of the cooler, something interesting you may
many questions producers and presenters have experienced at the coffee shop, Lwazi Mpofu is the 2017 Liberty
should be asking themselves when putting a phone conversation you may have Radio Awards Bright Star Recipient
a show together. overheard in the queue at the grocery and a radio production lecturer at
store are all possible content pieces for the National Electronic Media
3Use RAM to monitor your show. Institute of South Africa ( Nemisa)
listening patterns in Parktown, Johannesburg. He
Radio Audience Measurement Working in radio requires one to has previously worked as a
(RAM) is a useful tool to show always be inquisitive and not only rely producer at trufm in Bhisho in
on Google or newspapers to generate the Eastern Cape and as a
listening patterns. If you see sharp peaks or content, but also requires one to look programme manager at the
declines at certain times on your quarter around to source content. Stellenbosch University Campus
hour graph, these are valuable insights as station MFM.
to whether a certain feature or segment is
working or not.

58 The Media | themediaonline.co.za

AUDIO TECH TRENDS

#1Trend Five key Music is also being impacted by
pro audio immersive sound. Music is now closing
A sea of additional publisher content in trends for the gap between musical elements
the audio format is emerging and driving 2020 and sound effects. Experimenters have
the industry. News publications and other learned it can be interchangeable.
producers of written content are now As the price of
embracing audio as a major addition professional audio #4Trend
to better serve their readers in our equipment continues to
mobile society. fall and sound quality On the technical side, cloud technology
rises, many pros enter will continue to develop in pro audio. This
This is not just podcasts, but a more 2020 with a renewed includes storage, backup, archive and
comprehensive move to incorporate purpose to use the collaboration. Users still want all their files
spoken word content into everyday gear in more creative on a secure server that can be accessed
communications. Audio offers greater ways, writes FRANK anywhere. This would allow anyone
opportunities for anyone to reach larger BEACHAM. to work anywhere on his or her own
and more diverse audiences. Digital audio creative terms.
will continue to grow as a major trend, #3Trend
with a vast range of users. In 2020, A/V networking will continue
Immersive sound will explode into new to grow. Eventually, everything will be
Coupled with this trend is the rise of areas. It is a good bet that 360-degree connected on converged data and media
smart speakers. Currently, about 22% of audio will soon become the norm on all networks. A key goal is to refine an audio
digital audio listening is done via smart devices and channels, from headphones, and video networking solution that can
speakers and it is growing fast. These stereos and smart speakers to laptops, scale and evolve to meet future needs.
speakers have become a familiar part of theatres and cinemas.
many daily routines. They offer a dramatic #5Trend
new way for niche audio to be narrow-
casted and consumed. Early in January, the Bluetooth Special
Interest Group announced a standard
#2Trend called LE (Low Energy) Audio, designed
for Bluetooth audio. This new standard,
Broadcasters have traditionally been slow different from Bluetooth 5.0, includes
to improve their audio. But streaming a Broadcast Audio feature which is
has changed that by improving streamed essentially universal audio sharing.
audio across the board. Today’s Bluetooth audio has finally come of
immersive audio tools and different age. Audio manufacturers are now
mixing environments allow audio pros touting their Bluetooth gear as meeting
to dramatically alter how they tell professional standards. This includes
stories and evoke emotions through headphones for professional audio
sonic elements. monitoring.

The technology for immersive sound Due in the first half of 2020, Bluetooth
production will get easier and cheaper LE Audio is expected to make a big dent in
in 2020. Audio pros will continue to the traditional wired headphone market.
transition from pure technicians to a new
realisation that telling stories through *Republished with the permission
sound is what’s most important. Foley, an of The Broadcast Bridge, a platform
almost ancient technology, has emerged delivering high quality, relevant
as a sophisticated new storytelling technology content in a uniquely
medium itself. In 2020, broadcast segmented and interlinked
television will try to catch up with web-based platform.
streaming media in the audio arts. The Broadcast Bridge.

The Media | themediaonline.co.za 59

THE HOTSEAT

Speak your truth

The world is his oyster, says KEVIN NDINGURI, appointed as managing
director of media agency Universal Media in South Africa late last year.

I am 34 years old and so far in my challenge, where we are not just paying My pet hate is… People who lack IMAGES: SUPPLIED
career… I have worked with industry lip service or structuring our organisations respect for others based on a position
doyens like Harry Herber, director of The to get a Level 1 BBBEEE rating but actually of entitlement.
Media Shop, and the late Gordon Patterson, have agencies really change, even at a
top media strategist. I decided very early starting point as basic as remuneration. What scares you most? Let’s just
on in my career to make a difference in say you won’t find me bungee-jumping off
this industry and I now find myself in a What are your key challenges in Soweto Towers or Bloukrans Bridge in this
place where I can begin to really effect this role? Ensuring our current clients lifetime or the next.
that change. continue to see the value that UM delivers
to their business, and growing our client My best qualities are… I am a good
What excites you most about base. Most importantly, growing people listener, or so I’ve been told. But beyond
your position at UM? As clichéd as it and helping them realise their full potential that, I always aim to give of my time and
may sound, the world (and specifically within our company while contributing energy to others because you never know
Africa) is really our oyster. I think in UM to the betterment of our industry in a what that could mean for them and the
we have an organisation with the people, meaningful way. small difference it could make in their lives.
tools and technology that can truly shift
UM’s outlook. I’m excited about the things What are some of the most My worst qualities are… I can
we can do to win in an ever-changing important lessons? Speaking your truth be impatient, especially when I need
business landscape. is important, because all too often we something done fairly quickly and end up
sugar coat things, thinking it’s in our best doing it myself.
What are the biggest challenges interest or that of the business.
in media agencies right now? My personal motto is… “Always try
Talent is a key challenge. I see and What’s the worst job you’ve and be a better version of who you were
hear stories every day about how ever had? I haven’t had a job that previously”. That could be compared to last
difficult it is to find great talent, to I’ve hated or thought was the year, last week or yesterday.
hold onto these people and not worst thing in the world. But doing
to lose them to corporate SA or retail as a part time gig when I was If I could have dinner with
other industries because what in ’varsity taught me a lot about someone living or dead it would be…
we do isn’t appealing patience and what customer service The late great Jomo Kenyatta. As the first
or exciting President of Kenya he was instrumental
enough to them is all about. in leading my country of birth to
anymore. I think The quality I most independence and I would love to sit down
transformation and reflect on his journey as an activist
is another respect in people is… and statesman.
People who
Kevin have found the My death row meal would be… I’d
Ndinguri probably have to go with two – spaghetti
ability to live their bolognaise (very basic I know) with a side
truth on a daily of Chicken Licken’s Feed My Craving!
basis and are
uncompromising I think 2020 will be…From a
about it. It is a rare personal point of view, a year of
growth and learning. From a business
quality to find and perspective, a challenging year, but
really admirable one that will bring out the best in and
to experience. for UM.

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