The one MTN Radio Awards category where listeners are totally in control of the outcome is the My Station category. Stations had to get their listeners to vote for them by SMS and were encouraged to promote this competition on air and on social media.
“It was fascinating to see the various stations’ executions of their promotions to get their listeners to vote,” says Lance Rothschild, CEO of the MTN Radio Awards. “When the voting lines closed, the total number of votes exceeded 740 000 – a growth of 85% over last year.”
Brian Gouldie, chief marketing officer of MTN, said the category was important as it “demonstrates the affinity that the listeners have for the brand”.
“When your customers are prepared to endorse you in this fashion, it means that your brand has substantial traction and that you are making a significant impact in your customers’ lives,” he said.
For listeners there was good reason to vote besides showing support for your favourite station – there was the added incentive of a prize which includes a VIP trip to the MTN Radio Awards, a smartphone with R500 airtime, and a trip for two to Florida in the USA, sponsored by Delta Air Lines. The lucky listener who won the bumper prize is Ms Cornelia Smit who voted for Radio Pretoria.
The finalists in the My Station – Most Votes category are:
LESEDI FM, LIGWALAGWALA, RSG, THOBELA FM, UMHLOBO WENENE FM
Together these stations amassed more than 60% of the total votes in the competition.
The finalists in the My Station – Most loyal listeners category are:
PRETORIA FM, CHAI FM, GROOT FM, MFM 92.6, MIX 93.8FM