When community radio was born in South Africa, in the early 90s, East Rand Stereo (93.9FM) was one of the first to go on air (1995). Now, 13 years later, the station still entertains the Ekurhuleni community 24/7.
“East Rand Stereo has loyal LSM 6 – 10, male (51%) and female (49%) listenership of 37000 (RAMS Feb 2013), between the ages of 20 and 40, and offers marketers and advertisers a niche target audience pretty much across the entire Ekurhuleni (former East Rand) region,” says Judy Milne, director of The Media Connection.
Initially broadcasting from a small space at a well-known Springs shopping centre, its first licence was granted for a mere three and a half days a week, sharing its frequency with another community radio station. East Rand Stereo received a licence in 2000 to broadcast 24-hours a day, seven days a week, and in 2004 it was one of the first community radio stations to receive a permanent, four-year licence. In 2009, the station received its new converted permanent class licence.
“We supply local entertainment and news, not only to the Springs community but to most parts of Ekurhuleni, and in 2005 became the first community radio station to broadcast using Radio Computer Software,” says Retha Potgieter, station manager. “We also have two outside broadcast units that are available for events and corporate promotions across Ekurhuleni, ensuring that we are able to come into very close contact with our listeners so that advertisers can engage with their target audience.”