After 38 years of dominance, how will Metro FM remain relevant in evolving the broadcasting industry? Picture Courtesy: The Big Interview.
South Africa’s leading urban radio station, Metro FM, celebrates a remarkable 38 years on-air this September. Despite the rise of digital media, Metro FM stays relevant, boasting over four million listeners and counting.
But how does it stay ahead in the competitive broadcasting industry? According to Siyanda Fikelepi, Metro FM’s programme manager, the key to success lies in understanding the evolving needs of their audience and adapting to the changing media landscape.
“The media industry is highly competitive and rapidly evolving, but Metro FM has managed to stay abreast of trends,” Fikelepi explains. Since its debut in 1986 as Radio Metro, competing with the now-defunct Radio Bop, Metro FM has undergone significant transformations.
The station has introduced successful programmes like the Love Movement, launched 14 years ago, and the Metro FM Music Awards, celebrating South African music’s creativity and success.
Fikelepi states that the importance of a multi-channel approach, allowing Metro FM to engage with diverse demographics across various platforms. “This brings us to being a multi-channel platform, whether it’s social media, mobile apps, or online services,” he notes.
By embracing digital platforms and innovating content, Metro FM stays current and relevant. The station streams live on DStv, YouTube, and its website, making it accessible worldwide. With a strong online presence, Metro FM attracts both traditional radio listeners and digital consumers.
Metro FM’s enduring success proves the power of good radio. As Fikelepi proudly asserts that the station has come a long way from 38 years ago to the present in terms of being current, continuing and expanding.
As Metro FM celebrates this milestone, its commitment to adaptation and innovation will continue to drive its relevance in the evolving broadcasting industry.
With its impressive track record and forward-thinking approach, Metro FM is poised to remain South Africa’s leading urban radio station for years to come. As the media landscape continues to shift, one thing is certain, Metro FM will stay tuned to the needs of its audience.
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