CKI FM, the former Radio Ciskei, will be known as tru fm from 2 April.
Thobeka Buswana, acting station manager of the Eastern Cape-based SABC station, says the name CKI “did not resonate” with the target market.
“Radio Ciskei was a government mouthpiece (during apartheid).
“The station was repositioned in 2005 as a youth station (with its primary target market aged between 16 and 24 years). A 17-year-old will not know what Ciskei is.”
Buswana says in 2006 a competition was started to come up with a new name. Three names came out on top: Easy FM, My FM and tru fm.
Easy FM was not chosen because it would suit a “mature” audience. Research showed tru fm was preferred over My FM.
The name change is the only major one listeners can expect in the near future. “We have been refining the product since 2005. (From 2 April) you will find the same flow, feel and presenters.”
Buswana is confident that aggressive marketing will prevent listeners from tuning out because they don’t know CKI and tru fm are the same station.
The new Radio 2000
Meanwhile, Radio 2000 on Thursday (27 March) announced its much anticipated new programming line-up.
The line-up, which excludes presenters such as Michelle Constant, Barney Simon, Benjy Mudie and Mixael de Kock, will be implemented from 1 April.
“2010 is fast approaching and Radio 2000 will be playing a leading role as the Official SABC Radio Broadcaster for the FIFA 2010 Soccer World Cup. Radio 2000 has been given the approval from the SABC Group Executive and the SABC board to become a truly proudly South African fully fledged public service radio station that caters for the new South Africa in all its diversity,” a statement reads.
The station will in future have an “African-inspired playlist”. Station manager Carlito Sheikh did not respond to an enquiry from TheMediaOnline in which he was among other things asked to explain what such a playlist would entail.
Some local musicians have reportedly expressed their anger about an expected shift away from rock music. They believe local music will suffer as a result of the station’s repositioning.
The statement mentions “South African music across all its different genres”, but as a result of Sheikh’s failure to respond, it is not clear what proportion of the music played will be local.
It is also not known to what degree the station’s amended licence conditions are responsible for the changes.
Ã¢Â–Â The Moneyweb power hour is another casualty of Radio 2000’s repositioning. Beyond the game, a sports show with Carol Manana and Victor K, moves to a later slot (16:00 to 19:00) that overlaps with the business show’s old slot (18:00 to 19:00).
!_LT_EMSee “Related Links” below for more on line-up changes at various stations.!_LT_/EM
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