Al­goa FM hits the high fre­quency

The Pe-based sta­tion walked away with the in­dus­try’s most cov­eted award af­ter ‘tick­ing all the boxes’ in the com­pe­ti­tion

Financial Mail - - CROSSWORD 2015 -

The Sta­tion of the Year is the ul­ti­mate ac­co­lade of the Lib­erty Ra­dio Awards. It’s the grand prix, the mother of all prizes, the one that staff will boast about to their peers, put on their CVS and carry in their hearts for the re­main­der of their ca­reers.

It’s mea­sured on the fol­low­ing cri­te­ria: The qual­ity and depth of the sta­tion’s en­tries; the on-air in­no­va­tion shown by the sta­tion; au­di­ence trends; the sta­tion’s com­mu­nity out­reach and the im­pact the sta­tion is mak­ing in its com­mu­nity; the sta­tion’s fo­cus on its target au­di­ence (is the sta­tion de­liv­er­ing con­tent that ap­peals to the au­di­ence the sta­tion is aim­ing at?); and an X-fac­tor, which in­cludes the role that the sta­tion plays as a good cor­po­rate cit­i­zen of the ra­dio in­dus­try.

In so many ways, Al­goa FM is rem­i­nis­cent of the “Lit­tle Steam En­gine That Could”. Based in Port El­iz­a­beth with a broad­cast foot­print pri­mar­ily in the Eastern Cape and Gar­den Route, Al­goa FM punches above its weight in terms of the qual­ity of its out­put, and in its pro­fes­sional ap­proach to the busi­ness of ra­dio.

Al­goa FM’S pro­gram­ming main­tains pace with the needs and life­styles of its lis­ten­ers, and the sta­tion con­tin­u­ally in­no­vates with the im­ple­men­ta­tion of new tech­nol­ogy and the ex­e­cu­tion of award-win­ning creative; world­class events; tai­lor-made cam­paigns and out­reach pro­grammes.

This is one of the rea­sons why Al­goa FM is firmly en­trenched in the hearts of its target au­di­ence.

The sta­tion has one of the busiest spot sched­ules in SA, at­tract­ing sub­stan­tial rev­enue from busi­nesses in its re­gion, as well as a healthy share of na­tional busi­ness. Con­sid­ered as a sec­ondary mar­ket in PE, Al­goa has to work much harder for its slice of the ad­ver­tis­ing pie, and the sta­tion prides it­self on be­ing so­lu­tions-driven in its ap­proach to its ad­ver­tis­ing clients.

The sta­tion is ad­mired for the qual­ity of its on-air team, the cred­i­bil­ity and rel­e­vance of its news brand, its clearly iden­ti­fi­able imag­ing and its se­lec­tion of adult con­tem­po­rary mu­sic. All of these have de­vel­oped over years of re­search, on­go­ing di­a­logue and mean­ing­ful en­gage­ment with the au­di­ence, and it is this in­ter­ac­tion that con­tin­ues to de­fine the sta­tion. The en­gage­ment with the au­di­ence ex­tends way beyond the on-air prod­uct with Al­goa FM’S web­site, so­cial me­dia plat­forms and app be­ing more than merely an ex­ten­sion of the brand, but a com­pre­hen­sive (and slick) dig­i­tal way to keep a fin­ger on the pulse of the au­di­ence’s heart­beat.

Al­goa Cares, the sta­tion’s cor­po­rate so­cial in­vest­ment brand, has raised mil­lions of rand for var­i­ous com­mu­ni­ties through fo­cused projects such as its char­ity golf days; and the award-win­ning Big Walk for Can­cer, to name a few.

“Al­goa FM’S suc­cess is fu­elled by a pas­sion for peo­ple,” says Al­fie Jay, Al­goa FM’S op­er­a­tions di­rec­tor.

“We’re not in the ra­dio busi­ness, we’re not in the en­ter­tain­ment busi­ness, we’re in the peo­ple busi­ness. We have en­trenched our­selves in the be­lief that ‘fun is a se­ri­ous busi­ness’ and as a re­sult, at Al­goa FM, it’s all about ‘how’ we do things. We’ve been hard at work, sharp­en­ing and im­prov­ing our prod­uct, 30 sec­onds at a time, for many years and we will con­tinue to do this daily.”

Al­goa FM has scooped many awards over the past years. Ir­re­spec­tive of this, the sta­tion con­tin­ues to pro­duce ex­cel­lent work on air and con­tin­ues to en­gage mean­ing­fully in its out­reach pro­grammes that af­fect pos­i­tively the com­mu­ni­ties it serves. Al­goa FM also con­tin­ues to in­no­vate through its pro­mo­tions, events and cam­paigns. The sta­tion is a wellde­served win­ner of the 2018 Lib­erty Ra­dio Awards Com­mer­cial Sta­tion of the Year Award.

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