   |
|
 |
|
SETTING RADIO KHWEZI ON A PATH TOWARDS FINANCIAL SUSTAINABILITY A report on the market research study for Radio Khwezi The research study done for Radio Khwezi recently has produced interesting results. The station broadcasts to an area with the highest number of unemployed people (70%) compared to the other three radio stations surveyed. It also broadcasts in an area where about 69% of the population has an education less than Matric, and where about 66% of the population earns less than R20 000 per annum. Yet in 2002 it doubled its national monthly average income due to advertising and sponsorship. The reason for its success in attracting advertisers seems to be that the market of Radio Khwezi is appealing to its main advertisers which includes national governments, as well as its excellent programming mix.
|
||||||
 |
||||||
| Sibongiseni Khumalo, head of religious programmes |
||||||
| TOP PROGRAMS
About 17,5% of the total listenership of Radio Khwezi listens to the LIPHUMILE IKHWEZI programme. This makes the programme the most popular at Radio Khwezi. Some of the reasons cited for this popularity include the fact that: * It is spiritually enriching and also *Entertaining About 71,4% of the listeners are female compared to the 28,6% male liseners. About 25% of the listeners are within the age group 15 - 25. The second most popular programme at Radio Khwezi is the DRAMA programme. This programme also has high appeal for advertisers and sponsors. About 13% of the total listenership of Radio Khwezi listens to the Drama programme.Some of the reasons cited for this popularity include the fact that the programme: * Educates the listeners about life About 66,7% of women listen to the Drama programme compared to 33,3% of men. Like 60% of the programmes on Radio Khwezi, the programme is at 66,6% more popular with the 15 - 25 age group. |
||||||
|
||||||
The two other programmes of Radio Khwezi that have the potential to attract sponsorship are those whose listenership is 100% women.These are the EZOMAME and DUDUZANANI programmes. Indeed about 60% of the top programmes of Radio Khwezi are listened to by women. This does not mean that the other programmes do not have the ability to attract advertising, especially if one considers the fact that the majority of the listenership of Radio Khwezi spend their money on the same basic foodstuffs and products that are advertised on the SABC black radio stations. Extract from an independent research study by Kwetsima Consultants04 February 2003 |
||||||
 |
||||||
| Rural women | ||||||
go to: top of page back to: home page |
||||||
