YFM adds brains and diversity to the mix
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 home elsewhere, we can think of a few stations who could do with his flavour ;). We’re still divided on the last 2 stations in our six, but we’ll keep you informed. Thoughts? Comments?
SA’s biggest youth radio station 99.2 YFM has announced its new line-up, effective from today.
The station has once again identified emerging stars from non commercial radio backgrounds to front prime slots. With a few key fresh additions into the already successful programming line-up, 2011 promises to deliver a variety of interesting twists, as well as an exciting “re-mix” of the previous line-up – served up with the best of young premium talent out there.
“In keeping with YFM’s ongoing commitment to unearthing and developing the hottest new talent, we remain bullish about the fact that we are still the leaders when it comes to discovering the best young radio talent South Africa has to offer” said YFM Programming Manager Tumelo Diaho Monaheng. “We are extremely proud of the fact that we do not have to look to other stations to recruit talent” said Diaho Monaheng.
Fresh out the box and handpicked from campus radio are two new personalities that typify the YFM brand with their injection of youthful edginess and street smarts. ‘Wits Law graduate and Durban local Zama Dube, 
moved to Joburg to study and has hosted her own show on Voice of Wits Radio and also did a stint on Yeabo Radio. She will take over the 10h00am-12pm weekday slot. YFM also welcomes Bryce ‘DJ Ankle Tap’ Clarke, a Communications graduate, who has hosted at UJFM’s for the past 3 years. He takes on the 12h00 – 03h00 am slot.
“We believe in the ability of young South African’s and we are prepared to invest in training to hone and build on their natural skills and ability” added Diaho Monaheng. “In the long run we believe that this does not only benefit us, but the whole industry as a whole, so many of our personalities go on to feature prominently across the entertainment industry – testament to our ability to identify and grow real talent’ concluded Diaho Monaheng.
This year’s line-up will still feature popular favourites such as Mo Flava who will remain in the breakfast slot. “It boy” Warras with his “right here, right now” attitude, the ever sassy Bonang ‘B’ Matheba, hip-hop kings Siz’ n Scoop (Sizwe Dhlomo and Siyabonga Ngwekazi), drive-time’s Dineo Ranaka with her loveable co-host Buji, the Twinz and the legendary Oskido, all spread across weekends and weekdays slots. Also look out for current affairs powerhouse Faith Mongope and the rest of the young blood crew: Pearl Modiadie, Linda Mbuso, MaAda and Motso Taje.
“Our current programming line-up choices continue to embody and represent the excellent qualities of our brand” said Diaho Monaheng. “Our informed choices and the vision that drives the Station’s direction are made based on a successful formula we have created. This includes the Y Academy, our training and development media program, cutting edge music selection and very specific activities and projects that have seen us make great gains in terms of audience. Similarly we have been given a show of confidence and support from commercial sponsors due to our unique perspective and approach. Overall we had great success in 2010 and we intend turn it up a notch further in 2011” said Diaho Monaheng.
Sadly this year YFM bids farewell to a long standing family member and a true legend, our very own Oskido. Having paved the way for hundreds of young musicians and DJs over the years, he is not only one of the biggest musical icons in the country, but he is also recognized internationally as a House music Guru. Known everywhere, from Miami to Ibiza, Dublin to Paris, veteran super DJ Oscar Mdlongwa leaves the station after 14 amazing years. The YFM family wishes him the best of luck with all future endeavours.
The 2011 programming line up is as follows;
Monday – Friday
03h00 – 06h00 Ma Ada
06:00 – 09:00 –Mo Flava
10:00 – 12:00 – Zama Dube
12:00 – 15:00 – Warras
15:00 – 18:00 – Dineo Ranaka
18:00 – 21:00 – Tholi B (Current Affairs w/ Faith Mangope on Tuesdays)
22:00 – 00:00 – Speciality programming
00h00 – 03h00 – (Bryce Clarke) DJ Ankletap
Saturday – Sunday
06:00 – 09:00 – Motso Taje
09:00 – 12:00 – Siz n Scoop
12:00 – 15:00 – Bonang Matheba
15:00 – 18:00 – Speciality Programming
18:00 – 21:00 – The Twinz
21:00 – 00:00 – Linda Mbuso
00:00 – 03:00 – Pearl
03h00 – 06h00 Cliff
