YFM adds brains and diversity to the mix

Posted on Apr 4, 2011

Since Editorista has been back in Jozi we’ve been cruising the dial in our car listening to each radio station’s 2011 voice, wondering who we’ll program into our lives as our 6 radio stations of choice…6 buttons, 6 choices.  We can confirm that the 6 this year include, believe it or not, SAFM and 702. Oh yes, there comes a time in your life when your mind gets excited about big people’s talk and you actually feel inclined to get involved in the debate… we’re late starters, better late than never. We need lots of healthy, rigorous debate, it’s what makes a democracy and radio is the ideal seedbed for shaping and influencing an audience. BUT, we still want to know where we can go to get the soulful urban sounds that bring that fuzzy Friday feeling driving on a highway, and we have to say at the moment it’s a tie between YFM and 5FM. What does this mean? It means that 5FM has changed, and that their playlist has softened and souled out – we’re delighted to call it home when there’s no bubblegum playing. And YFM, well they seem to have found a niche, we’ve outgrown them a bit, but we can always switch if there’s no music playing and the conversation is twee for us… Me thinks there is a station missing here somewhere. Between the YFM/5Fm and those other stations for oldies… although we’re still due some timeout listening to MetroFM who’s hovering over 5th place. What are we looking for in a station? Humour, intelligent conversation, an opinion and stance, great music – MOST of which should be homegrown, some nation building in whatever way possible that still entertains – i.e. youth stations through promoting the diversity and creativity of our youngstars  and of course, some gossip, but only local. Two things that are going to make us reprogram the dial this year? Bowing down to overseas celebrities who have done NOTHING to achieve their fame and who offer NOTHING to our young society… And stations that play mediocre music and have mediocre opinions and that don’t make every on air second count. We’ve been tracking radio line up changes for years on Represent- I can’t remember which academic said it, but there are more radios than mattresses in South Africa.  So anyway, we’re happy to see YFM’s new line up represents the diversity of our youth (Welcome, Bryce) and that they’re bringing in some brains to the line-up (law graduate Zama) … we’re sorry to see the iconic legendary Dj Oskido leaving the stable, but we have no doubt he’ll find a...