As digital media technologies evolve, so does how we consume and engage with radio. What was once limited to traditional FM broadcasting has become a dynamic, multiplatform experience, encompassing live streaming, podcasts, visual radio, and on-demand audio. This transformation has redefined radio’s reach and effectiveness as a medium, especially in delivering targeted, culturally relevant, and interactive experiences.
The Power of Multiplatform Audio
The rise of digital audio formats has given broadcasters more ways than ever to connect with their audiences. Through smart speakers, mobile apps, and live streaming, listeners can stay tuned to their favourite stations, no matter where they are. These platforms have extended audience reach and opened new opportunities for personalised advertising and marketing.
In South Africa, the South African Broadcasting Corporation (SABC) has embraced this digital shift by investing in multiple platforms that keep its 19 radio stations accessible nationally and globally. Whether listeners are in the city or have moved to another province or continent, they can remain connected to their home stations and cultures instantly and on demand.
Why Culture Still Wins
In a crowded digital media landscape, culturally resonant content remains king. SABC’s stations craft programming in indigenous languages and feature local music, narratives, and issues to build lasting loyalty. The broadcaster enhances relevance and authenticity by working with local artists, activists, and storytellers.
This strategy appeals to listeners and creates new marketing opportunities for regional businesses. Through podcasts and niche content, advertisers can engage directly with communities previously considered unreachable or underrepresented by traditional ad models.
Audio for Social Change and Education
Beyond entertainment, radio in South Africa catalyses public dialogue and social progress. In partnership with NGOS and government agencies, SABC radio stations develop content addressing pressing social issues—from education and health to community development. Online educational shows give learners in disadvantaged schools critical resources to improve literacy and life outcomes.
Meanwhile, features like WhatsApp, Facebook Live, YouTube, and mobile apps bring real-time interactivity to these shows. Audiences can vote, participate in polls, and share their voices in live conversations, making them active participants in the broadcast, not just passive listeners.
Innovation in Audience Engagement
Stations like Metro FM, with its 4.5 million listeners, and 5FM, a youth-focused brand, lead the charge in interactive broadcasting. These stations allow listeners to vote on music, comment on celebrity interviews, and share opinions during live talk segments. The result? A highly engaged and loyal community that feels seen, heard, and valued.
This interactivity is extended during live events, where listeners who can’t attend in person still engage through live streams, social media, and the SABC+ OTT app—now South Africa’s fastest-growing digital media platform.
A New Home for Content: SABC+
Launched two years ago, SABC+ combines all broadcasters’ channels in one digital hub. The app offers live radio streaming, pop-up event channels, and on-demand content in multiple languages. By allowing content to be cross-promoted from its linear platforms, SABC achieves powerful audience migration at minimal marketing cost.
Through SABC+, stations host virtual events, live stream competitions, and even stage online arts festivals. These innovations help engage diverse audiences—from opera fans to Amapiano enthusiasts—and keep them connected to South African culture, no matter where they are.
Promoting Music and Building Talent
SABC radio stations continue to champion local music and emerging talent. From live in-studio performances to interviews and community showcases, radio helps launch artists and genres into the national and international spotlight. For example, the meteoric rise of Amapiano was significantly powered by SABC’s support.
At the same time, partnerships with orchestras and cultural institutions keep classical music and traditional arts alive, accessible, and appreciated by both older and younger audiences across digital platforms.
Data: The New Gold for Audio
SABC has begun investing in data analytics to serve a diverse and growing listener base. By capturing and analysing audience behaviour across platforms, stations can fine-tune their content, optimise advertising campaigns, and deliver a more personalised listening experience. These insights are also shared with advertisers to help improve targeting and engagement.
The evolution of digital radio is about more than just technology. It’s about culture, accessibility, community, and connection. Through thoughtful programming, multilingual content, real-time interaction, and strategic use of data, SABC is creating a blueprint for the future of broadcasting—one where tradition and innovation coexist and every listener can find their voice.
Source: based on the article “Re-imagining radio and the future of audio broadcasting”, RedTech.
