If online reaction to on-air content is a fair indicator of what drives listeners to our brands,
three great examples stand out;

There was the weekend where Jacaranda 94.2’s ‘kiss our morning stunt guy A-rod’ generated
record views, so did East Coast Radio’s (ECR) Sardine Run sightings. Did I mention the time
ECR asked KZNers to post pics of snow in the Drakensburg, the servers simply couldn’t
cope.

Why are these events significant? Simple. They demonstrate what our audiences are taking
from our brands, their willingness to join in the fun that we have the power to create, and the
ability to act as a focal point for communities to talk about things that are happening around
them – regional, local, personal stuff.

If radio stations haven’t already realised that formulaic, sanitised playlists with soulless talking
heads are not the way to people’s hearts any more, 2011 was yet another opportunity for
them to get the memo.

Reflecting on the big takeouts for this year; we’ve learnt that our talent is our future and we
want to look after them. We’ve learnt that if we invest in ideas and excellent execution
enough, huge growth is still possible in this ‘mature’ radio industry;

That our clients are sometimes great content generators, and working with them can create
compelling entertainment, whatever the commercial message.
We’ve learnt that the sum of parts can be bigger than the whole. Kagiso Broadcasting was
borne from that learning – and is now constituted as an operations-oriented division within
Kagiso Media that uses the power of all of our content, information, digital and broadcasting
efforts across the group to take radio into a strong and colourful future.

Nick Grubb
Chief Operating Officer, Kagiso Media
RULES OF ENGAGEMENT