Lindiwe Manzini recently took part in a panel discussion on youth in radio hosted by the National Association of Broadcasters. The Media asked her to share her insights into this generation.
Young ideals
As radio practitioners who want to cater to the youth, the first question to consider is what the interests and needs of the youth are.
Some may argue that most youths need opportunities or employment, while others are still figuring out their needs. The danger for those figuring things out is that anything can fill this gap – and this is where radio, used correctly, can fill the gap by helping the youth discover their world, nurture themselves and try to help sustain a livelihood.
Perhaps radio can be an outlet to help individuals figure it out – and accommodate individuals who have already figured it out, by providing opportunities for them to explore.
It is safe to say that the youth need to feel seen, and have a sense of belonging, and independence.
Here’s how I think radio can better cater to youth interests and needs:
- Provide content that is locally relevant and addresses the specific issues and concerns of the youth. This can include discussions on mental health, education and social issues that are particularly affecting young people.
- Ensure that programming is inclusive and diverse, reflecting the diverse backgrounds and interests of the youth. This can include shows that cater to different languages, and content and shows around cultures and genres. And of course, ensuring that presenters and hosts who do the shows are young, relatable and familiar to the youth. This can help to build trust and make the content more appealing to young listeners.
- Collaborate with other organisations and initiatives that support youth development and empowerment. This can help to amplify the impact of radio programming and create a broader reach.
Let us continue creating platforms for young voices, promoting talents, and engaging youth through participatory shows and contests that can significantly enhance youth engagement and satisfaction.
Where possible, use your industry networks to open employment opportunities by sending recommendations and referrals.
To early industry entrants, or youth aspiring to work in radio:
Get educated. Many have talent, but with education you can stand out, and have informed discussions with your listeners on a variety of topics and social issues.
- Confidence is key to success in radio. Believe in your abilities and don’t be afraid to take on new challenges.
- Building working relationships with fellow presenters, producers, and assistants is crucial for a successful radio career. Support and encourage others, and they will do the same for you.
- Stay up to date with current events and engage with your community. This helps you tailor your content to your audience’s interests and improves your general knowledge.
- Fail to prepare, prepare to fail. This means being well-prepared for your shows and not just relying on your natural talent.
Lastly, if there aren’t open opportunities, create them.
Volunteer at local stations, join campus radio or start a podcast. Learn about broadcasting, editing and public speaking.
Be persistent and pursue opportunities with determination and resilience. Bring fresh, innovative ideas to your content by cultivating creativity.
Lindiwe Manzini is the Capricorn Connection presenter on Capricorn FM in Limpopo.
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2024 RADIO ISSUE
