Alex FM now upbeat
ALEXANDRA - Alex FM hopes the problems it had not too long ago will remain forgotten history after two recent positive developments.
Alex FM hopes that its problems are a thing of the past after two recent positive developments.
The radio station, one of the few surviving community stations started after democracy, was saved from permanent closure by its sheer resilience and desire to serve the local community.
It closed temporarily from 1999 to 2006 due to management and governance issues, and started full operations again in 2008 after its problems were resolved through the intervention of local leaders and the Independent Communications Authority of South Africa, which approved its licence.
According to chairperson of the station’s board, Ernest Ndlovu, the station’s reputation had been tarnished, but those involved have learnt valuable lessons about managing a public sector entity.
He said the station had to change its strategic direction to align with real issues of interest for the community; now they are on an upward swing capturing a lost market, although not without its challenges.
“Loss of signal limited our listenership to only 40 000 in some areas up to Hammanskraal in the north, Orange Farm in the south, Nigel in the east, and Krugersdorp in the west.” Ndlovu said this challenge will soon be forgotten after two major developments.
They recently secured spacious and affordable facilities at Yarona Mall, Wynberg, which also offers improved reception. This is complemented by the recruitment of a seasoned radio station manager, Segale Mokgotsi, who has a long history in the radio industry, including stints in Radio Bop, Metro and Kaya FM.
Ndlovu said the two developments, which coincide with 20 years of democracy, have rejuvenated their governance and determination to reach a listenership target of 1.4 million through dedicated programmes, re-branding and advanced marketing.
“We want to establish and please a diverse market in the entire Gauteng [region], [as well as] parts of the North West and Mpumalanga provinces.”
Ndlovu also revealed another positive development: the recent adoption of the station by Grant Thornton, a reputable accounting firm which is offering them financial management services on a pro bono basis.
“This will enhance our [station] image and credibility and help draw in other partnerships to improve our sustainability,” he concluded.
