We’re ready for sunny days filled with hitting fours and sixes and wickets falling! This is thanks to OFM, the sound of your summer, becoming the official media partner and sponsor of the North West Dragons men’s cricket team for the 2021/2022 season.
The Dragons are currently preparing for their first debut tournament in the new CSA Division 1. In 2022, the Dragons will compete in the Mzansi Super League as well as numerous one day matches.
As media partner, OFM will cover the Dragons’ 2021/2022 season with team news, results, information on upcoming matches and interviews with team players.
Says Nick Efstathiou, the CEO of Central Media Group: “Dragons cricket has a rich history of success in generating many excellent players. We are excited to be part of this history for years to come. Cricket is loved in Potchefstroom, and we can not wait to watch the loved Dragons from the grass embankments of South Africa’s favourite stadium.”
According to North West Cricket CEO, HP Prinsloo: “With first class cricket being back in the province, we are extremely excited to rally behind the team. Playing in Cricket South Africa’s new top tier domestic competitions will bring back the pride of sport supporters all around the province. For the first time in a very long time, we have a team we can call our own and players who come through our ranks will now have an option to stay home and play for the home team.”
Could there be any truth to the article published by The Economist in May 2021, titled “What history tells you about post-pandemic booms”, which states, “…people spend more, take more risks – and demand more of politicians”?
The article speaks of a ‘boom’, which throughout history has been seen to manifest in this way following post-traumatic events. While uncertainty remains in South Africa, it is tricky preparing for a post Covid-19 future. OFM’s approach to this anticipated economic ‘boom’ of sorts is endorsed through its continued “Living the Real Good Life” brand positioning.
Living the Real Good Life talks to escaping the pressures of everyday life by focusing on what matters most to OFM’s audience in Central South Africa… a place where the freedom to enjoy a more balanced life is not only possible, but is lived through music, engagement, lifestyle, and a strong sense of community.
In 2021, this positioning was driven through OFM’s 35th birthday year, which the brand leveraged to generate good, wholesome radio experiences while creating steadfast product offerings that supported local business.
Since March, the brand committed to providing positive yet disruptive on-air experiences through its birthday lead campaigns, which were created to address two objectives:
• building brand love and audience; and
• creating revenue.
March’s Spot the Yellow Fleet campaign not only reinforced the new look and feel of the OFM brand but encouraged audiences to engage by taking pictures with the newly branded OFM fleet. These vehicles were placed around the region at outside broadcasts, lifestyle events, and activations to stimulate local economies and build brand love.
80s April was a daily on-air celebration of music, which performed alongside a product offering generated from the excitement on-air. It was a theme that was heard on radio and taken to market through OFM’s Pop-Up Radio offering.
May’s Agri Focus Week, which spoke to one in three of the 26 000 farmers living in the OFM footprint, offered a focused and dedicated platform for all who are proudly represented inside the agri value chain.
In June, OFM’s Groot Vet Kombers Proe-jek inspired audiences across the region to raise R450 000 for Round Table Southern Africa’s Winter Knights Campaign. OFM took to the region with live broadcasts, twice a week, to challenge listeners to support a wide range of charities by purchasing a vetkoek for at least R35. The highest price paid for a vetkoek for charity was R10 000. This, and the many contributions from OFM’s audience, showcased the caring and real values contained within the Living the Real Good Life brand positioning.
However, the moment of truth presented itself in July when OFM celebrated its official 35th birthday through a brand-building exercise called the OFM Secret Song. This was a month-long campaign that celebrated music, engaged audiences through curiosity, and uplifted a community with a grand prize of R35 000.
These strategically placed exercises and considered touchpoints are used to build the OFM audience and provide real and engaging solutions to stakeholders; this, at a time when they need local support and investment the most.
In this shared spirit of Central South Africa, OFM rallies its audience to lead a really good life, made up of many and often smaller moments of pure fun, real connection, contribution to others, and moments of meaning.
OFM exists to connect and amplify Central South African’s desire to live their best quality of life in every moment, wherever they are. The brand is real, uplifting, proud and caring to all who listen to, and invest in, OFM. This is how OFM has built the trust to become the Sound of Central South Africa over the past 35 years.
OFM Programme Manager
Central Media Group (CMG) has partnered with the Young Entrepreneurs Foundation (YEF) to equip a group of learners from Nozala Intermediate School in Phahameng, Bloemfontein, to start their own micro-enterprises in a fun and experimental way. YEF teaches children, teenagers and young adults vital entrepreneurial, financial literacy and self-employment skills. More specifically, they empower children and young adults to become their own boss; acquire a Millionaire Mindset; and be equipped for the rapidly changing world of work.
Everything the learners have learnt through the programme will culminate in a Market Day, which will be held at the Langenhoven Park Market on Saturday, 4 September 2021. Here they will put all the knowledge gained into practice by hosting their own stand and selling their products.
YEF is a non-profit entity, established with the objective of attracting donor funding and corporate sponsorship in order to offer entrepreneurship and financial literacy programmes to children from disadvantaged communities. The belief is that youth unemployment, poverty alleviation and major socio-economic change can only be achieved if an entrepreneurial culture is established in South Africa. Therefore, children need to be exposed to entrepreneurship from a very early age and their natural entrepreneurial mindset needs to be nurtured. Organisations like Central Media Group can play a major role in changing the lives of many children from disadvantaged backgrounds. Together with YEF, we believe that we can inspire dreams and empower children to become the authors of their own destiny. Anyone who wants to find out more about YEF can contact Danie Jacobs at firstname.lastname@example.org.
“Investing in the entrepreneurial spirit is needed in an economy that needs entrepreneurs. We desire to assist learners in learning new trades and skills and to gain the knowledge they can take into the economy. We are building knowledge that future generations can benefit from.” – Nick Efstathiou, Central Media Group CEO.
In July of last year, Communications Minister Stella Ndabeni-Abrahams published a policy direction asking ICASA to fast track the licensing of digital radio broadcasting services in South Africa. Radio insiders were encouraged to see DAB+ mentioned specifically as an integral component of her digital radio standards plan.
A year on, the question of whether DAB+ is a viable opportunity in a country like ours — where radio is a huge medium for people to consume information, news, and entertainment every day — still lingers. One thing remains clear; although internet connectivity is improving around the country, there simply isn’t enough access or bandwidth for everyone to move from FM onto streaming. We need something else and DAB+ is a viable candidate that shows great promise. But what kind of impact could DAB+ have on the South African radio broadcasting landscape as a whole?
DAB+: A digital radio technology standard
Back in the late 1980’s, a digital radio technology standard was defined as part of a European research project. It laid the foundations for the creation of what we now know as DAB+ (digital audio broadcasting plus), a global radio standard that sets out to be a viable digital alternative to traditional AM/FM broadcasting. DAB+ is topical in South Africa because it was recently advertised in the Government Gazette — an encouraging sign that suggests forward motion and a goal to make it widely available to everyone in the long run.
In the same way that the country has been slow on the uptake of digital terrestrial TV, there is an argument that DAB+ is nearly two decades late in South Africa. This is more evident when you consider that over 470 million people around the world can already receive DAB broadcasts.
Even though DAB is widely available elsewhere, widespread integration has been a challenge. Norway is one of the rare countries where DAB+ has been totally integrated and is the only choice for people to listen to alongside online streaming. Ireland is on the opposite end of the spectrum. The country switched off all DAB services in March of this year, citing cost effectiveness and low market penetration as some of the reasons for abandonment.
Access to receivers and the cost barrier
The examples of challenges elsewhere might indicate possible integration challenges in South Africa too. A key problem faced in many markets is that existing FM units are not able to pick up DAB+. They can’t even receive transmissions from DAB, its predecessor. Even radios that can receive DAB won’t be able to receive DAB+. Only DAB+ sets are backwards compatible, so all citizens will need these to gain access transmissions to begin with.
Because access to physical receivers is so limited, there would need to be conversations with companies who are able to manufacture and distribute these at low cost. With a base cost of roughly R300 for a bottom end DAB+ receiver there is a lot of ground to be covered before it becomes as popular as FM. More advanced receivers that show pictures and streaming text are vastly more expensive. Although some new vehicles and cellphones have DAB+ capability built in, there is a long way to go to get mass coverage.
How DAB+ could change the face of radio in South Africa
If there was widespread access to receivers, and the cost barrier was removed, DAB+ could be a real game changer in South Africa. On a traditional transmitter, where you have one FM frequency, you have access to a single radio station. On a DAB mux (or multiplex), one “frequency” has around twenty different options to listen to, depending on the quality the broadcaster decides to stream. This gives broadcasters the opportunity to access multiple channels, to reach more audiences, and there is a major knock-on effect from there.
DAB+ would potentially create an additional layer of audio opportunity for radio stations in new markets that they wouldn’t have been able to reach through traditional AM or FM stations. Take Gqeberha based Algoa FM, for example. They could apply for a DAB frequency because they want to provide a service to audiences in Cape Town and Durban alongside their existing FM listener base. It would turn them into a national radio station overnight, without the worry of having to migrate shows to a streaming environment that won’t be able to handle the bandwidth load presented by their audience. A group of established streaming stations could also apply for a DAB+ mux together and offer their existing on-line music and content services to a bigger audience.
An opportunity to serve the underserved
DAB+ could also allow stations like these to reach places that were truly unreachable before for the first time. It creates an opportunity for underserved (rural) communities to have access to broadcasts where traditional FM frequencies struggle to, can’t or haven’t been legally licensed to reach previously underserved communities. This creates a variety of engagement opportunities based on geography, religion, sport and even education. Consider an educational radio station with several DAB+ frequencies, broadcasting simultaneously across the entire country. It could target high school students during exam time, quite literally becoming the “William Smith” of radio and reaching millions of scholars in the process.
Opening a door to new brand synergies
The amplified broadcasting opportunities would also naturally open new opportunities for innovative brand synergies as well. Radio groups like the National Community Radio Forum or some of the existing commercial radio players could create DAB muxes where they have blended programming from several of their stations in territories where there aren’t FM receivers.
This is an advertiser’s dream, granting brands access to new markets through a vehicle that they know well and trust already. Consider campaigns that target people who speak a certain language but have never been able to listen to a station on traditional radio due to geographical constraints and the language barrier. With multiple streaming avenues and targeted campaigns, stations and brands could finally begin to reach similar audiences in their native tongue for the very first time.
The DAB+ content opportunity
We can’t talk about the potential of DAB+ without mentioning the content creation opportunity. Whereas the content presented on traditional radio has an audience ceiling (and is limited to the amount of FM frequencies available), DAB+ is essentially an unlimited opportunity. As more channels become available, the content opportunity grows, and more people (jobs) will be needed to populate that content. As has been seen in the upswing of podcasting, this allows brands to invest in people who are creating interesting, topical, and engaging content. DAB+ essentially becomes the new home of exciting, high quality content that is widely available for listeners to consume, purely based on their own personal interests and preferences.
An optimistic outlook for DAB+
Despite that it has taken a long time — as well as technical challenges and a cost barrier that will need to be dealt with — DAB+ shows real promise and opportunity in South Africa.
It has the potential to create an additional layer for broadcasters to work with, it exposes audiences previously kept in the dark to existing and niche programming, and it gives brands the opportunity to amplify their efforts while speaking directly to their target market in the process. Content creators will also have additional platforms and scope to create and express themselves on.
A blended approach seems the most logical approach as we look for ways to utilise (and monetise) the DAB+ spectrum. At AME we have always loved audio and the connection it makes with people. Our two radio stations (OFM and Algoa FM) are well positioned to create new listening opportunities for audiences outside their traditional FM reach. Our Team at the Central Media Group hold an ENCS license as our first step to leveraging the DAB+. Additional platforms and technology are good for the entire broadcast business from platform owners, technical suppliers, content creators and ultimately the audience. It is however in our hands as the industry to drive the process.
Hi, I trust this letter finds you well.
On Thursday 01 July 2021, OFM will officially celebrate 35 years as the leading commercial radio station in Central South Africa. This is a famous moment for a radio station that has been the voice of the region for many years.
On the day OFM will feature some of it’s most famous voices. They include but not limited to Rian van Heerden, Christie Hansen, Laurika Rauch and Koos Kombuis for colour. The day will be dedicated to our loyal listeners and business partners. We look forward to celebrating with you, and trust you will enjoy listening with us.
Be Safe! Stay Safe!
Regards, Nick Efstathiou, CEO – Central Media Group t/a OFM
OFM, Central South Africa’s media powerhouse for more than three decades, is proud to announce that the Sound of Your Life has signed up to once again be the exclusive electronic media sponsor of the Toyota Cheetahs.
The radio station, through its on-air and online platforms, will not only keep fans updated on the blow-by-blow action throughout the Carling Currie Cup season, which has just commenced, but also check in regularly with the squad to track their progress and build ‘gees’ amongst supporters so that although they’re playing to empty stadiums, they take their home ground advantage on the road with them to the field.
According to Nick Efstathiou, CEO of Central Media Group, Cheetah rugby is the heart and soul of rugby in Central South Africa.
“Not to mention that it’s everyone’s second-favourite team, but our number one! We’re looking forward this Currie Cup season as the media sponsor, partner, supporter and sponsor of the Cheetahs. I think the team has a fantastic opportunity to reclaim the Currie Cup. They have a great squad, great backing and great leadership. We wish the team well,” concludes Efstathiou.
Says Kobus le Roux, General Manager Commercial of the Toyota Cheetahs: “The Toyota Cheetahs are proud to have taken hands yet again with the Central Media Group, and specifically OFM. A proudly Central South African company like OFM is now yet again the official media partner of the Toyota Cheetahs. The Toyota Cheetahs thank OFM and Central Media Group for their unwavering support over the years and look forward to making you proud this Currie Cup Season.”
More exciting news is that for some of these fixtures, OFM will stream full, live match commentary online from veteran announcer Pieter Möller via its OFM Extra stream that can be accessed on ofm.co.za, our free mobile and desktop apps as well as iono.fm.
Read more here.
For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or email@example.com.