Wed, 23 Jun 2021 / Published in LATEST NEWS, OFM

 If one could sum up the job of a journalist, it mostly comes down to telling stories. Not our own, but those of other people. This might sound simple, but the work that goes into writing and broadcasting or publishing a story can take days. 

Journalists are thus considered people who have a wealth of information on the widest variety of topics. Now, taking this into consideration, who would ever think we would live in times where we would have to report on something unknown, invisible, so foreign, never experienced in modern times, and only learning the (mutating) facts as we write? 

That’s Covid-19 for you. It can certainly be considered a watershed moment in the media industry globally. One day the OFM News team was chasing a story about a church gathering with international guests in Bloemfontein with possible Covid-19 positive cases, the next the whole country had been shut down – lock, stock and barrel – cut-off from the rest of the world. I remember telling a colleague, who responded very calmly, “Not to worry, so is the rest of the world”. 

The newsroom was abuzz with more questions than answers. Information overload was the order of the day. The team was in daily brainstorming sessions to figure out ways to tell the story differently. We had to make sure we were double-checking and questioning ourselves all the time. Are we giving enough information? Should we give more? Are we maintaining the correct balance of warning without causing panic? What should we do differently? 

But still, the ink from our pens could not dry. We had to learn and inform. And then learn more and inform more. We epitomised the Confucius quote: “The man who asks a question is a fool for a minute, the man who does not ask is a fool for life”. 

It was clear that it did not matter what happened, the basic test of journalism – whether a story is considered news or not – still applied. If you do not know the answer to a question, chances are about ten of your friends or family members do not know it either and that is enough people who will be interested in the story. 

Another foolproof strategy in journalism – especially when you run out of angles for news articles – is to tell the story through someone’s eyes. To try and make it more human and to tell the story using someone else’s words. But as time went on, we realised that hundreds and thousands of people were testing positive and a frightening number of them were succumbing to the pandemic. 

As is the case with any news department worth its salt, the OFM News team sets the news agenda for listeners and readers in Central South Africa. Our ability to keep people informed has been tested in so many ways with the coverage of the Covid-19 pandemic. 

Although listeners and readers were glued to their radios and screens during hard lockdown, they became overwhelmed within a few months, and news and pandemic fatigue set in. I do, however, believe that never before have the South African public and the government understood the importance of the news industry as well as they do now. 

The OFM News team strives to keep listeners in Central South Africa informed and up to date. More than a year later and the country is now experiencing the third wave. At provincial level, the vaccination programme is in full swing. As the pandemic continues to change our lives in a million different ways, we, the news writers, will continue to learn along with our listeners and readers, and, most importantly, report on it. 

For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or lindiwe@ofm.co.za. 

Wed, 19 May 2021 / Published in LATEST NEWS, OFM

After many years of being in radio advertising as a salesperson, the question that always comes up in any training session we are part of is, “What do we sell?” OFM sales manager, Anchen Lintvelt, answers this important question.

The answers could include:

  • Advertising space on the radio (this is the boring, non-creative thinker’s answer)
  • Audience (this is true, but not convincing) or
  • Whatever our advertisers are selling (ah, now we’re talking business!)

Let’s chat about the third answer: selling whatever our advertisers are selling.

These are very powerful words. Think about it.

Our business every day is to engage and interact with our audience, our listeners, our current advertisers, and potential advertisers. We get involved in their businesses. We learn about all different types of industries. We advise, we learn, we educate, and we create. We become marketing partners to our clients. We become their marketing managers; their go-to media gurus.

We don’t just sell them advertising space or an audience. We sell their products with them. We become them. We represent their brands, their beliefs, and their dedication. Radio advertising is so much more than just getting a deal signed. It’s a road we choose to take every day. It’s the relationships we build every day.

When planning a radio advertising campaign for a client, we have to become one of their ‘employees’. We have to think like them and know their business and their market to understand what they need, what they want to achieve, and where they want to be. Only then can we create a campaign that will speak to all of this. The campaign will consist of the right message, at the right time, for the right audience. We sell their products with the message we put on radio.

Think of a 30-second radio commercial as a trailer to your movie about your business or product. What images of your business or offering would you like audiences to create in their minds? Will these images be enough to sell your product? Will it build brand love?

Got you thinking, right?

With radio advertising, we make every effort to deliver results. We work passionately on every brand and product of any industry. We get excited about new voiceovers, weird accents, and quirky copywriters. We role-play scripts to our clients. We become characters in a play. And, at the end of the day, we feel content – knowing that every commercial on the radio is there for a reason. It has a purpose. It feeds families and keeps businesses open. It informs audiences and influences their decisions. It creates jobs. It creates an image. It builds a reputation. It builds love for a brand. It changes lives.

Selling whatever our advertisers are selling… how could we ever run out of ideas?

#BestJobInTheWorld

Who is OFM?

OFM is central South Africa’s premier commercial radio station offering a mix of music, news and entertainment.

The station serves the affluent SEM 7-10 economically active marketplace with a broadcast footprint across the Free State, Northern Cape, southern Gauteng and North West. The brand is synonymous with the people of Central South Africa, and includes a full spectrum of listeners, from urban working moms and dads to corporate professionals as well as rural communities and agricultural producers.

OFM offers several niche features – including an agricultural programme, agricultural news twice a day, entertainment and sports features.

Our audience is incredibly loyal and supportive. OFM enjoys one of the highest occurrences of time spent listening to the radio in South Africa. OFM is part of the Central Media Group, with its head office is located in Bloemfontein, and with a studio in Welkom.

Published on the Media Online.

Fri, 07 May 2021 / Published in LATEST NEWS, OFM

From laid-back lounges to bustling traffic; from tiny corner shops to majestic malls – OFM resounds across Central South Africa with dials turned up, not only to amplify the great music on offer but whenever there’s a chance to win.

When considering OFM as an acronym, the ‘F’ can certainly come to represent ‘fun’ and ‘frequency.

OFM has put our money where our mouth is when it comes to our competition tagline “For the competitions of your life!”

Over the past three-and-a-half decades, the radio station has given away millions of rand in prizes – ranging from life-changing experiences, overseas holidays and watching global icons live in concert, to vehicles, a house, copious amounts of cash and even brilliant gag prizes like bags of bragging rights and an air guitar played with a branded OFM pick.

OFM listeners know that tuning in affords them daily chances to win with our headline shows’ benchmark popular quizzes known as The Money for Nothing Quiz (Good Morning Breakfast, weekdays, 06:00 – 09:00) and The Time Trap (The Joyride, weekdays, 15:00 – 18:00).

An extremely popular competition is the OFM Cash Call. Around 3 000 listeners participate in this bi-weekly promotion by listening out for certain ‘trigger’ songs and then entering for a share of R10 000.

Recently, to launch OFM’s 35th birthday celebrations held throughout 2021, OFM presented the ‘Spot the Yellow Fleet’ competition which offered listeners a chance to win a share of R35 000 by spotting any of OFM’s fleet vehicles, taking a selfie and uploading it to social media.

During the campaign, which spanned six weeks across February and March, more than 1 300 entries were received from the two dozen towns OFM visited during the time. On social media, this competition garnered more than 657 000 reach and 35 000 interaction. This competition also gave presenters and staff the opportunity to engage with listeners to build brand love.

Another, extremely successful multi-platform campaign run in 2020, requested recipes from our audience, which were collated in Central SA’s very own cookbook to showcase the region. One lucky home cook received an R30 000 grocery voucher.

OFM’s most popular competition throughout the years, however, remains ‘The Safe’. Here listeners are afforded the opportunity to choose between a number of ‘vaults’, each containing a cash prize or booby trap. Listeners continue to play until they opt-out, keeping their winnings, or hit a booby trap and lose it all. This competition has received over 100 000 entries during a two-week campaign.

Dubbed the ultimate ‘theatre of the mind’, radio has always led the charge when it comes to contests and promotions. For instance, it’s not only ‘soap operas’ that were first presented on the radio that later found a popular home on television and the web, globally renowned game show ‘Who Wants To Be A Millionaire?’ also has its roots in radio.

Creative competitions not only create a ‘buzz’ in the marketplace but also leverage the power of incentive to drive an active response. While the audience is engaged and excited, a radio competition creates a direct point of access for consumers and a brand through a trusted platform.

Even though not all listeners enter the competition, they will often remain tuned in to hear the outcome – to find out who wins or what was the correct answer to the question or riddle.

While certain mechanics have become outdated over the years, certain staples stood the test of time. These include: guess the ‘secret sound’, find the ‘bandit’, pay your bills, win your dream (insert ‘big item’ here – house, car, vacation, wedding etc), minute-to-win-it, ‘when you hear’, choose a number, and beat the clock. All these traditional radio competitions have undergone countless permutations but are all still essentially the highly popular radio competitions audiences love and offer brands optimal exposure.

Over the years, OFM has learned that our audience, although comprising various demographics across four provinces, respond best when the following is present in a competition: the music they love, an opportunity to be right, and of course a nice cash prize. Thus, a music quiz or game always remains a winning promotion.

Also, the number of entries expected is directly proportional to the ease with which the competition can be entered as well as the incentive. Don’t expect your target to run around and jump through hoops for an R100, start adding some zeros and you might get them to jump through a couple. Overly complex mechanics are never recommended as these will not garner the required response.

Furthermore, aside from the hype and brand love that could result from a radio competition, technology now affords insights into the audience. It is possible to accurately track and even poll, with their consent, of course, entrants on their preferences and behaviour, invaluable insights for brands.

When an on-air endorsement is coupled with the insights that online provide, a radio competition, utilising its digital platforms as well, is a sure-fire promotion offering the biggest amount of exposure in the shortest amount of time.

All of OFM’s competitions are tailored to ensure that they not only offer entertainment to the audience but also reach the desired outcome for the advertiser. OFM highly values the statement that we not only offer a platform for your next winning promotion but that we are your media partner when it comes to growing your business.

For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or lindiwe@ofm.co.za.

Fri, 26 Mar 2021 / Published in LATEST NEWS, OFM
  • Cyril Viljoen takes to AT LUNCH with VKB from 12-3pm, Monday to Friday. His years at OFM, combined experience and love for Agri and all things natural make him the ideal anchor to host this VKB driven program.
  • Gerben van Niekerk returns to the Agri Uur with John Deere where he can continue with broadcasting, while focussing on his academic career at the University of the Free State.
  • Pieter Venter continues on The Real Good Weekend with DIY Superstore.
  • Olebogeng Motse takes up the reigns of the Business Hour. An avid economics enthusiast. The combination with Aaron Masemola (Economics Major), will make for good radio between 6 & 7pm. Soon to be sponsored by Standard Bank by the end of April 2021.  
  • Renaldo Schwarp. Jacaranda FM weekend presenter and digital strategist as well as Skeef (Showmax) documentary director, producer and presenter, joins the OFM team to focus his attentions on radio as host of OFM Nights, weekdays 7 to 9pm and daytime producer.
  • James Kilbourne, former music compiler and music aficionado, hosts OFM Decades on Saturdays between 4 & 8pm. A welcome return to radio.

The above details the brands commitment to innovation, growth and the application of the best to get the job done.

Herewith a sample from the latest listener survey into how much the OFM audience love The Sound of Your Life.  

For more information please visit the OFM website.

Mon, 15 Mar 2021 / Published in LATEST NEWS, OFM

 While it is hard to absorb any learnings from the year that was 2020, any chance to learn something should be met with an open mind if we are to unlock any opportunity for the future. While 2020 was simply dubbed ‘stifling’, there was a silver lining amidst the dark cloud of COVID-19 for media and, most especially, for radio. 

So, what did we learn? 

We learned that while everything was falling apart and credible news was hard to come by, among its audience, OFM was one of the few brands that could be relied upon for accurate and credible information related to the Coronavirus. 

We learned that, in general, radio listening was up by 30% (Kantar) by May 2020 and that 71% of Central South Africans listened to more radio than usual, during the then lockdown, across all of OFM’s available platforms – radio, mobile and desktop apps. 

 The absence the BRC (Broadcast Research Council of South Africa) RAMS (Radio Audience Measure) meant that OFM had to further inform itself about its audience and media consumption habits. The last reading pinned OFM’s 7-day cume at 315 000 listeners. BrandMapp (who independently track economically active South African’s online activity) pinned OFM’s listenership at 479 000. Thus, while the pandemic had a limiting effect overall, this forced the brand’s hand to be more insights-driven than ever before. These independent research studies and insights paved the way for more agile products that met a demand that otherwise would have not necessarily have been discovered, such as OFM LIVE LINK and BrandMAX. 

But radio is more than an extended aerial with a tuner and speaker. The modern age has given radio the opportunity to expand and meet its audience in cyberspace. 

OFM spent much of the last three years aggressively investing in and developing adjacent offerings, like various digital platforms, including social media, desktop and mobile apps, as well as a revamped website and streaming service, OFM Stasie2. OFM’s online users have increased almost 2% year on year to 1.745-million online users by December 2020 and a further 260 000 unique online streams. All of the above excludes the ambitious podcasting planned for 2021, which includes an association with leading podcast publisher – Wondery. 

What does this all mean? 

OFM is creating an ecosystem. A place where the brand and listeners can find and access each other across various and different platforms. Discoveries fast-tracked by the Coronavirus. 

So, what do we know now? 

We know that in 2021, OFM listeners indicated that they are likely to listen to more radio, and streamed audio services, than they did in 2020. Of the little over 1 100 respondents: 

  • 54% of OFM listeners indicated that they are likely to consume more radio;
  • 65% indicated that they already listen to more radio between 06:00 and 09:00 and that many kept their radio tuned onto OFM from 6am, in the car, at home and at work. An insight, revealed time and time again from the BRC RAMs, is that OFM has one of the highest instances of time spent listening over 7 days – 20.97 hours;
  • and 16% indicated that they are likely to consume more streamed audio offerings. 

“The study indicates the absolute strength of radio and audio consumption, listener engagement, and the loyalty OFM listeners have toward OFM. In 2021, OFM turn 35 years young and the station can be proud that radio and audio consumption is getting stronger,” – Nick Efstathiou, CEO of the Central Media Group, holding company of OFM. 

This translates to the absolute value of audio. Where there is engagement, there is a prospective solution, and radio sits at the table of this digital revolution. Audio remains inescapable and OFM intends to build on the legacy of its last 35 years in audio. 

For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or lindiwe@ofm.co.za. 

Thu, 19 Nov 2020 / Published in LATEST NEWS, OFM

OFM, inspiring listeners to live the real good life in Central South Africa, is looking for the dishes that make Central South Africa salivate!  The Real Good Recipe Book seeks to showcase Central South Africa’s favourite recipes. 

The book will feature our OFM presenters’ favourite dish, along with the old family recipes, new creations, gourmet masterpieces and fast food fixes our loyal listeners love.  The book will feature six categories, namely beef and lamb; pork and poultry; venison; fruits, nuts and vegetables; dairy and eggs; and maize and wheat.  Each of our presenters will make a video preparing their favourite dish in a specific category.  The video’s QR code will be printed in the book to watch later.

Says Lindiwe Mtwentula, OFM Marketing Manager:  “Central South Africa boasts some of the country’s best agricultural produce and we want to know how our listeners like to turn this bounty into memorable meals.  As always, there will be prizes up for grabs.  Should your recipe be selected as the best, you will be awarded the grand prize of a R30 000 Checkers voucher.  Lockdown brought out the chef in all of us.  Now is the time to turn your top recipe into cash!”

In addition to the R30 000 grand prize, all entrants stand a chance to win a number of spot prizes of R500 in Checkers vouchers.  Should you be drawn, called live on air and have a Checkers Xtra Savings card, your voucher will be doubled and you could walk away with a R1 000 Checkers voucher.  Plus, should your recipe be chosen to feature in the book, you’ll win R1 500. 

To enter, go to the OFM website at www.ofm.co.za, click on The Real Good Recipe Book link, and upload your recipe and photos of your tasty dish, as well as photos of your family.  Entries close midnight on the 6th of December and the grand prize winner will be announced on the 19th of December.

Promoting your brand and your business during the uncertain times brought about by Covid-19 has never been easier, thanks to an innovative new offering by OFM, the sound of your life in Central South Africa.

OFM Live Link gives clients the opportunity to deliver their marketing message through the influence of one of OFM’s popular presenters. This means that an OFM presenter will visit their store or venue to tell Central South Africa on-air and online about their products and services.

Says Anchen Lintvelt, OFM Sales Manager: “Jamie Notter said, ‘Innovation is change that unlocks new value.’ Covid-19 taught us that one can always find new ways to do things. It requires listening to your market and creating solutions for their needs. As a media and advertising platform, it is very important to the OFM sales team to offer our advertisers innovative and creative solutions that will add value and ensure a good return on investment. One way we can do this, is to endorse their products and services through our presenters.”

The Live Link is a custom made product, relevant to our current situation that will give our advertisers a new and exciting way to communicate to our listeners. Presenters identified to participate in the OFM Live Link activations include Agri Hour presenter Gerben van Niekerk, The Good Morning Breakfast Show presenters Shandor Potgieter, Lesley Piet and Sam Ludidi, Mid-Morning Magic presenter Yolanda Maartens, At Lunch presenter Enriko Klopper, The Joyride presenters Nico van der Westhuizen, Mienke van Rooyen and Aaron Masemola, OFM Nights presenter Cyril Viljoen and Weekend Breakfast presenter Pieter Venter.

Tue, 09 Jun 2020 / Published in LATEST NEWS, OFM

OFM, Central South Africa’s premier commercial radio station, has started the year on a high note and is continuing to inspire listeners to live the real good life despite the unique challenges the global community is facing at the moment.

OFM took the opportunity of a new decade to rethink its offerings and finding ways to give the best radio listening experience to its audience. This included brand new line-up including a brand-new breakfast show – the flagship of any radio station. 

OFM embraced this shake-up by giving its established presenters new challenges, introducing fresh new voices, and creating a solid mix of music, news, and entertainment.

Says Tim Thabethe, OFM programme manager: “Our new line-up demonstrates the direction OFM is taking by fulfilling Central South Africa’s passion to ‘live the real good life’ – a commitment by OFM to reflect what it means to be from this vast central region. It celebrates family, friends and community. Our new presenter line-up is real, honest, proud and caring to its listeners and reflects the spirit of its audience.”

To host the new The Good Morning Show, weekdays from 06:00 to 09:00, popular mid-morning host Shandor Potgieter took over the reigns, assisted by new Capetonian recruit Lesley Piet and Supersport presenter Sam Ludidi.

Former presenter Yolanda Maartens made a welcome return to OFM to present Mid-Morning Magic, while Enriko Klopper keeps the afternoon crowd entertained.  The established crew of Nico van der Westhuizen and Mienke van Rooyen takes you home with The Joyride, joined by Jaybee Makhalemele and Aaron Masemola.  Cyril Viljoen slides into the OFM Nights time-slot with Alucius Mocumi giving our listeners VIP Access until 01:00.

“OFM enjoys one of the highest instances of time spent listening to radio in South Africa. Come rain or shine, OFM is there to keep our loyal listeners company!”

~ Programme manager, Tim Thabethe

A logo change was also on the cards for OFM. It came about a result of the station’s expanding role within the media environment; signifying not only the fact that the station is no longer bound by an FM frequency, but truly available to any listener, anytime of the day, in any part of the world.

Naturally, OFM is also embracing the audio streaming trend with exciting new digital offerings. The OFM desktop application allows listeners to stream OFM anytime of the day. The app is easy to maintain and because it’s a standalone application, Internet connectivity isn’t an issue.  

OFM Stasie 2 is an exclusive Afrikaans streaming channel with uninterrupted Afrikaans music. In future, OFM is looking to create even more digital offerings on its website to give listeners the opportunity to have access to their favourite music on their terms, including a channel with the best music from the ’60s, ’70s and ’80s.

Serving the influential SEM 7-10 market and with one of the largest footprints in South African radio – including the Free State, Northern Cape, southern Gauteng and North West – OFM spends a lot of time in people’s cars, homes and offices.

This also allows the station to offer a number of niche features – including an agricultural programme weekdays from 05:00 tot 06:00, agri news twice daily, entertainment and sports features. 

“OFM enjoys one of the highest instances of time spent listening to radio in South Africa. Come rain or shine, OFM is there to keep our loyal listeners company!” says Thabethe.

Go to www.ofm.co.za or tune in to OFM for more.

 OFM brings you even more of the sound of your life during this lockdown period, supporting South African musicians by committing to play more local music to ensure that royalties don’t disappear along with gigs due to Covid-19 restrictions. 

“We realise that the lockdown gives radio the opportunity to be as ‘South African’ as we can be. Through shared solidarity, OFM does this through the music we play. In context, our ethos of ‘Living The Real Good Life’ speaks to being as ‘Central South African’ as we can be and by playing the music South Africans love. We take pride in who we are as a nation and love to showcase our country’s amazing talent as often as is possible, for example as we already do during the SA Music Hour, Monday to Thursdays at 22:00, and in Sound Check, Thursdays at 15:30,” says Tim Thabethe, OFM Programme Manager. 

Aside from playing the best local tunes, listeners can also request their favourites during five dedicated timeslots: weekdays at 10:00, 12:00, 14:00 and 20:00, and on weekends during the All Request show on Sundays for 16:00 to 19:00. 

 As part of OFM’s new programme offering launching in April 2020, The Real Good Weekend sees The Central SA Top 30, moving to Saturday morning from 09:00 to 12:00, bringing you the best motivation to get up and get those household chores done with a spring in your step. 

Saturday afternoon is definitely time to braai or get that potjie going with OFM Decades taking you back to the best of the 90s and 00s, just enough to get you going for That Absolute Retro Radio Show, playing the best from the 60s, 70s and 80s, presented by radio legend, Tony Blewitt. 

Not forgetting the young and young at heart, the Boombox, Fridays from 21:00, and Supermix, Saturdays from 20:00, is your living room dance party. 

For those Afrikaans music lovers wanting to take a break from all the news and information that may be overwhelming at times, there is a music-only solution. Stasie2 streams all the best Afrikaans hits online, twenty-four hours a day, seven days a week. 

Get access all of these amazing music offerings through your home or car radio, online at ofm.co.za and through our free mobile and desktop apps. 

Go to www.ofm.co.za or tune in to OFM for more.