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
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.