Public broadcaster SABC is celebrating the launch of its new youth radio station, truFM. The station is built on the foundations of the much loved, but outdated, CKI FM.
The metamorphosis from CKI FM to truFM is more than skin deep. From content offerings right through to station hierarchy, the radio station has shaken out the old cobwebs. And the reason for this? To please and empower the under-served youth of the Eastern Cape.
Target listeners are predominantly Black, peri-urban youth (16-34) with a 50/50 gender split. truFM will broadcast in the Eastern Cape region, however there are ambitions to stretch beyond that border through transmitter expansion.
Market research has revealed that youth in the Eastern Cape feel jealous of the exciting things that happen in fast pace places like Gauteng: news and views filter through to them via media, and relatives and friends who work and live in these regions. truFM aims to meet their frustrations head-on by providing programming that challenges and replaces their sense of being left behind, isolated and bored. The programming offering really caters for youth, and is not apologetic as it is quite clear on what young people need from a radio station. This also is delivered by fresh young and vibrant presenters. A number of presenters who were with the station and could not relate to the new audiences have left. The station has a peer to peer approach and relevance is key to the on-air force.
Whilst it is vital for our local youth to feel that they are on par with youth in the rest of the world, Eastern Cape focus is particularly relevant to these listeners. They are in touch with their cultural heritage. To celebrate this, the truFM brand lingo is proudly hip, vibey, and buoyant with definite Eastern Cape street speak.
Where CKI FM had the reputation of being a gospel station, the programme offering was changed to full spectrum programming. This change has been welcomed by the youth, who are hungry for cutting-edge news and music.
The station is unique in the SABC PBS stable as it is the only station primarily targeting the youth with two languages of broadcast, Xhosa and English. This differentiating factor matters as it provides the youth with a platform to express themselves, to engage with each other and interact with the rest of the world.
Because target listeners are highly driven to acquire further education as a way of fulfilling their desire to reach and live their aspirations, we want to provide something for the youth within the broadcast area that will jolt them to action and pursue their dream. TruFM intends to become an integral part of the day to day lives of young people. The station’s offering will assist the youth in finding lasting solutions to their challenges.
The change in identity has been slow due to stakeholder consultations. This really is a long overdue project as the name did not resonate with the youth which we serve. Also the older folks identified with the name since it was from Ciskei which is also no more. In general, people are excited about the change of name.
In terms of structure, the station changed significantly with integration into the SABC. In the past, everyone reported to the station manager. Now each unit is an accountable service provider to the station and has their own manager. The units are SABC Education, SABC Sport, SABC News, and Radio Broadcast Facilities.
truFM aims to be a constant companion, and a constant reminder for Eastern Cape youth to celebrate who they are. Reasons to believe in the truFM brand include the young DJ line-up; hip music format; exciting CSI programs and well organised and high quality events.
truFM’s mandate is to empower the youth to realize their dreams. This has a far-reaching effect as it will in turn create a brighter future for the province and the country.
