A new South African industry body, Radio Advertising Bureau (RAB), was launched during the South Africa Radio Forum 2008, which took place at Johannesburg’s Sandton Convention Centre on 14 November.

Primedia COO Ryan Till told delegates that RAB had been established in response to a call from the industry. “RAB South Africa has representation from radio stations, advertisers, creatives and academics. It is fully set up and we’ve just appointed Norman Gibson as General Manager. There are RABs in both the US and the UK. RAB South Africa, unlike RAB US which focuses on radio stations, is focused on advertising agencies and on how they can better use radio. I believe radio as a medium is entering its second life.”

Earlier in the day, SABC General Manager for Commercial Radio Bob Mabena opened the Radio Forum saying that radio should do well in the current economic climate, being a cost effective advertising medium. “However, clients are wanting more for less and challenging us to be more innovative and creative. There are people out there who say that radio is in trouble because of all the new media technology that is available today. But if you look at radio as a standalone medium, it has proved to be really resilient over the years. I believe it will continue to be so and will find its rightful place in the new media mix.

“Radio is an entertainment and content business and, as an industry, we need to get into think tanks and crank up the volume as it should become a rock star medium again. More than ever we need collective solutions for the industry. There is a certain level of accountability inherent in the radio medium.”

Mabena concluded by saying that he was excited about the future as radio offers universal access. “Let us be radio disciples – we all have a story to tell about how radio has worked for us.”

See report on South Africa Radio Forum 2008 in the January issue of Screen Africa.