1. Why the decision to reposition the station?
To fall in line with the definition of public service broadcasting in the Broadcasting Act and further strengthen Radio 2000’s delivery on the SABC’s vision of Broadcasting for Total Citizen Empowerment.
2. Is the decision related to Radio 2000’s amended licence conditions which came into effect in March 2006? (The conditions state Radio 2000 “shall be a facility service in a balanced range of genres, including education, sports, religious programming and music, broadcast in a balanced range of official languages”.)
Not really. We have always been delivering on our licence conditions. All we’ve done is adopted a more targeted approach to our PBS (Public Broadcasting Service) programming offerings in order to better serve South Africans within our national broadcast footprint.
!_LT_STRONG3. The media statement announcing the new line-up mentions a change to an “African-inspired music playlist”. Which genres of music does this include?!_LT_/STRONG
All popular known music genres currently being playlisted on the station with the exception of classical music.
!_LT_STRONG4. It is quite a significant change from playing!_LT_/STRONG!_LT_STRONG !_LT_/STRONG!_LT_STRONG href=”http://www.radio2000.co.za/portal/site/radio2000/menuitem.27bf7edc83d38c2a5e8e76be100000f7/” target=_blank mce_href=”http://www.radio2000.co.za/portal/site/radio2000/menuitem.27bf7edc83d38c2a5e8e76be100000f7/””predominantly rock and pop music from the 60’s”!_LT_/STRONG!_LT_STRONG or adult contemporary rock. Why the decision to do so?!_LT_/STRONG
To become a radio station truly reflective of the new South Africa. To create a home for South African and African adult contemporary music. To become a radio station that is “all things proudly South African”. This is in line with the values of the SABC and in more particular the PBS radio portfolio of the SABC.
!_LT_STRONG5. Local musicians who only get airplay on Radio 2000 have !_LT_/STRONG!_LT_STRONG href=”http://www.thetimes.co.za/News/Article.aspx?id=732443″ target=_blank mce_href=”http://www.thetimes.co.za/News/Article.aspx?id=732443″expressed their anger!_LT_/STRONG!_LT_STRONG at the change in the media; some have !_LT_/STRONG!_LT_STRONG href=”http://www.news24.com/Beeld/Vermaak/Nuus/0,,3-2109-2110_2294898,00.html” target=_blank mce_href=”http://www.news24.com/Beeld/Vermaak/Nuus/0,,3-2109-2110_2294898,00.html”threatened to start a new station so that their music can be heard!_LT_/STRONG!_LT_STRONG. What would you say to them?!_LT_/STRONG
I am not sure which musicians you are referring to, but the recording labels that have contacted me are literally over the moon. Some has asked what has taken Radio 2000 so long to make this move.
!_LT_STRONG6. How much (percentage) local music will Radio 2000 play?!_LT_/STRONG
In the next 12 months we will increase our local music output from 40% to 60% with a view to, in 24 months, reach an 80% SA music quota output on Radio 2000.
!_LT_STRONG7. Will Radio 2000 still broadcast live sports matches (for example rugby and cricket) and sports events (such as the Comrades Marathon) as it used to do?!_LT_/STRONG
Yes indeed. SABC Sport is a key stakeholder of ours Ã¢Â€Â“ as they acquire broadcast rights of relevant sporting events locally and internationally that are applicable for SABC radio audiences Ã¢Â€Â“ Radio 2000 will continue to be a proud live broadcaster of these events as and when they happen.
!_LT_STRONG8. According to the statement the station will play a leading role as the official SABC radio broadcaster for the FIFA 2010 World Cup. What does this entail?!_LT_/STRONG
Our programming content and new media strategy is tailor-made to provide sporting content leading up to the tournament, during the tournament and post the World Cup.
!_LT_STRONG9. It has been said the station has changed its music and programming schedule to enhance its profile among black South Africans in particular. Is this accurate?!_LT_/STRONG
We are a radio station catering for all mature positive-minded proudly South Africans that fall within our national broadcast footprint.
10. What did Radio 2000’s target market look like before the repositioning and what does the new target market look like?
The average age of the old target market was 44 years. We want to lower it to 38 years by specifically growing the segment 30 to 35 years.
The old target market was made up of:
89,000 white, 109,000 black and 29,000 coloured listeners;
age 16 Ã¢Â€Â“ 24: 52,000
25 Ã¢Â€Â“ 34: 58,000
35 Ã¢Â€Â“ 49: 68,000
LSM 6 = 44,000
LSM 7 = 42,000
LSM 8 = 23,000
LSM 9 = 41,000
LSM 10 = 47,000
We are moving towards attitudinal segmentation as opposed to demographic segmentation.
!_LT_STRONG11. How have listeners responded to the news of the changes?!_LT_/STRONG
The majority of the current listeners that have responded are positive about the station’s new direction and are looking forward to hearing more variety on our playlists, while some just hate the idea of change.
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