• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Broadcasting

The power of turning a radio interview into a live event (With pics)

by Michael Bratt
July 19, 2017
in Broadcasting
0 0
0
The power of turning a radio interview into a live event (With pics)
Share on FacebookShare on Twitter

Last week Power FM hosted a high profile interview with former South African President Thabo Mbeki. Instead of simply hosting him in the radio station’s studio, Power FM decided to utilise a different approach, hosting a live event with the interview at the centre of it. Michael Bratt explores this strategy.

The scale of the Power FM event was unprecedented with the hall at the Inanda Club in Sandton packed. What was even more impressive was the calibre of guests with high profile politicians, business leaders, media personalities and socialites in attendance. Ample time was given for networking before Mbeki took to the stage as the main focus kicked off.

The over two-hour long conversation that followed between the former president and MSG Afrika Group CEO and founder, Given Mkhari, was filled with controversy and hard hitting moments. These included Mbeki remarking on what South Africa needs to do to get its economy growing.

“For this economy to grow it needs new investment and higher rates of investment. That means new factories, mines, all of these things. Second, you invest what you have saved. The savings ratio in this country is very low… we do not generate enough capital to create factories, thus create jobs,” he commented. He also believes, “We need to bridge this gulf of mistrust, lack of co-operation between corporate sector and the political power”.

Mbeki shared advice he would have given his younger self when he first took office, if he was able to. This included avoiding being driven by what appears to be popular opinion. “You’ve got to look at the actuality that you have to deal with today,” he said.

White monopoly capital

A large chunk of the discussion revolved around Mbeki giving his views on white monopoly capital. He labelled it as “the abuse of a phrase, of a term, a concept which was used in scientific economic literature which talked about monopoly capital”. Many attendees’ favourite quote of the evening was, “If you misdiagnose the problem, the solution will be wrong”.


Many Zimbabweans were angry when Mbeki chose not to intervene in the situation the country was facing when he was in power. The former president gave his side of the story ending with a poignant statement, “It is a responsibility of the people of Zimbabwe to determine their future, not South Africa”.

Mbeki also clarified his approach and policy to HIV/Aids, as many people have labelled him a Aids denialist.

Why create an event instead of just an interview?

Power FM’s clever strategy of creating an event around this interview, instead of simply having the former President in studio, seems to have paid off. The boost in brand awareness that the station received on Twitter and YouTube is testament to this. As of writing, the two hour 20 minute YouTube video has received over 58 000 views.

According to the hashtag tracking tool Keyhole, as of writing, the dedicated hashtag for the event #MbekiOnPower garnered a reach of 3 386 056 and 6 315 008 impressions. Power FM also received exposure through eNCA as a deal was done to broadcast the conversation live on the television station. This brand exposure for the station was the payoff to hosting an event, rather than simply interviewing the former President.

The future of live radio interviews

Tbo Touch also utilised this strategy on his TouchHD platform, though on a much smaller scale. He only invited members of the media, and not the public at large, when he interviewed the leader of the Economic Freedom Fighters (EFF) Julius Malema. It will be interesting to see whether other radio stations see the value in morphing their interviews into live events. It leads to massive brand exposure, if the right guest is secured and the event is promoted sufficiently and through the right channels.

Here are some photos from the event:

Zwelinzima Vavi is interviewed by CNBC Africa
Former Democratic Alliance Parliamentary Leader Lindiwe Mazibuko

Barclays Africa Group CEO Maria Ramos
Economic Freedom Fighters leader Julius Malema

Media personality Tbo Touch
Zwelinzima Vavi chats with Trevor Manuel
Andile Khumalo, COO of MSG Afrika Group welcomes attendees

Given Mkhari, CEO of MSG Afrika Investment Holdings with former SA President Thabo Mbeki
Peter Moyo, CEO of Old Mutual’s emerging markets unit during his speech

Trevor Manuel was given a chance to speak
Lindiwe Mazibuko chats with Maria Ramos

Iman Rappetti gave a very philosophical address

The interview with Thabo Mbeki was conducted by Given Mkhari


Given Mkhari chats with Thabo Mbeki during a break in the interview
EFF leader Julius Malema asks Thabo Mbeki a question

Thabo Mbeki listens while Julius Malema speaks
Zanele Mbeki is thanked for sharing her husband with South Africa

Maria Ramos shares a moment with Thabo Mbeki

Follow Michael Bratt on Twitter @MichaelBratt8

Image: @MkhariGiven/Twitter

Tags: Given Mkharilive events for radioPOWER FMradioradio strategyThabo Mbeki

Michael Bratt

MIchael Bratt is a multimedia journalist working for Wag the Dog Publishers across all of its offerings, including The Media Online and The Media magazine. Writing, video production, proof reading and sub-editing and social media. He has plied his trade at several high-profile media groups. A passionate writer, news connoisseur, sports fanatic and TV and movie addict, he enjoys spending time with family and friends, reading and playing x-box.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

Recent News

South Africa’s commerce media moment has arrived

South Africa’s commerce media moment has arrived

May 30, 2025
Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

Seven Days on Social Media: Child Protection Week, #MyDisappointment and a soppy seal

May 30, 2025
Navigating the AI tide without losing our humanity

Navigating the AI tide without losing our humanity

May 29, 2025
The marketing mission remains clear

The marketing mission remains clear

May 29, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?