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.”
The President has spoken – we’re at Level 1! And, October is definitely the most beautiful month in Bloemfontein… what more could you ask for? So pull on your takkies and pull into the Bloem Showgrounds for the Sunshine Walk on 17 October!
Bloem Show, along with OFM and Bloemfontein Courant, wants to get you and your family active again. This free fun family walk is only 2.5 kilometres long (perfect for the little ones) and there will be a competition, food and refreshment stalls, and music points. Plus, Central South Africa’s favourite presenters, the OFM team, will be there right alongside you getting active in the fresh Free State air.
The starting time is between 07:00 and 09:00 at the Banquet Hall. Parking is available at the Fun Fair grounds. Donations of non-perishable food will be collected for Food4kidz in lieu of an entrance fee. Strict Covid-19 regulations will apply.
Elmarie Prinsloo, Bloem Show CEO, says they initiated the walk because of “the negativity during Covid and the urge everyone has to get back to normality. This made us realise that it is time to get people together – within the safety of Covid regulations. It will make people feel better about themselves and result in a more positive attitude. The name is based on the popular song ‘Walking on sunshine’.”
According to Lindiwe Mtwentula, OFM Marketing Manager: “The purpose of the fun walk is to get the community of Bloemfontein outside, active and socialising again. Since the pandemic began, people have been unable to go out and take part in such events. So why not do it for a worthy cause? We urge the community to bring non-perishable food and help us to make a difference in the lives of the children that Food4kidz supports”.
Corni Fourie, Mahareng’s Business Manager (which owns Courant), says, “It is Courant’s aim to positively influence our community by informing and educating them about local news and events, such as the Sunshine Walk.”
Food4kidz says they are overjoyed to be part of the Sunshine Walk as it will promote the work they are doing. “This will also be a great opportunity to receive donations and it will assist us in the last term of 2022”
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
Getting your brand to stand out in this day and age has become more difficult than ever. The market is
flooded with different brand messages across different platforms such as TV, print, radio and social media,
and consumers are overwhelmed with options. It does not matter what platform brands use to advertise,
what is important is the marketing strategy. This begs the question – how can brands effectively share
their marketing message to consumers among all the noise? How can you break through the clutter with
a strong message that does not land on deaf ears? This can be achieved by going back to basics and crafting
a compelling brand positioning statement.
You need to understand your brand purpose and who needs your services in the market so that you can
understand your unique selling proposition. This may sound like a lot, but it is merely putting yourself in
your target audience’s shoes and learning what motivates their buying decisions. This will help unpack
what the clients’ needs are, confirm if your product solves that problem, and explore what makes your
The first step is to create a compelling customer problem statement. Why is this important, you may ask?
A customer problem statement will assist you in understanding what your purpose as a business is, what
your customers’ needs are, and what customer problem you need to solve. Let us add context to the above
by sharing OFM’s customer problem statement. This statement has to be written from the customers’
perspective to identify what client problem your product or service will solve. Depending on your product
or service, your business can have multiple statements. This statement should highlight what the client
wants, why they cannot get it, and how that issue makes them feel. The best marketing messages or
campaigns always evoke an emotion – this assures your target audience that you know what they want.
OFM client problem statement
I am a listener in need of companionship, good music and news about my community, but I have too many
options because of all the different media platforms, which makes me feel lost and overwhelmed.
I am a business owner/brand trying to attract customers to my business but I am unable to access these
people because I don’t have a strong advertising strategy, which frustrates me.
Now that the client problem has been identified, a marketing message must be created from this, which
shows what your brand/business can do for your targeted audience. This is how to construct a compelling
marketing message from the client problem statement.
- OFM, your favorite radio station with the latest news, entertainment and best music in Central
South Africa. Available in FM and on live stream for your convenience.
- We will help you reach the desired target audience for your product/services by creating a
customised radio adverting campaign, which will ensure you attract traffic to your business.
There is absolutely no ambiguity in these marketing messages. For a business, which needs traffic to their
business, they know that OFM is the radio station that can help tell people about their products or services.
Listeners also consider OFM their go-to station for local content and entertainment. This statement can
further be applied to advertising campaigns, messages and designs.
Breaking through the clutter is thus achieved by good brand positioning. Position your brand/business as
a solution for your customers’ needs. Tap into their emotions, know what is important to them, and
communicate how your products fit in.
For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or email@example.com.
30 July 2021 saw the conclusion of OFM’s nerve-racking Secret Song competition. After a
month, the mystery song was finally revealed as well as who the lucky listener was to first send
in the correct guess to win R35 000 cash.
From 06:00, OFM’s Good Morning Breakfast show started eliminating song choices from the 35
finalists who were selected during the month of July.
To enter, listeners had to send in what they thought the OFM Secret Song was by identifying a
short clip played on air. They were aided by ten clues describing the song, which were released
throughout the month of July. Once a finalist was selected, based on their choice conforming to one or more clues, their song selection was displayed on OFM’s website and was out of
contention for other contestants. Finalists were drawn at random, which kept listeners guessing
about whether the song had been guessed correctly yet, or not.
Just after 07:00, the Good Morning Breakfast revealed that there were three finalists left, all who
had identified Paul Simon as the artist.
OFM’s camera crew were on hand to capture the moment it was announced that finalist #30,
Felix Bamberger from Bloemfontein, was the first person to correctly guess that “Graceland”
by Paul Simon was the secret song!
Watch the video here: https://bit.ly/OFMSecretWin.
Speaking from his living room, the 19-year-old medical student from the University of the Free
State, had this to say about how he immediately knew what the song was when he heard the
clip, “… I drive around a lot… and it has become one of my favourite songs. When I heard it for
the first time, I said to my dad, ‘I am sure that is Graceland’ and he said, ‘Well, then enter’!” Felix
added that he would be putting his winnings towards his tuition.
According to Elzette Boucher-Krüger, OFM Content Manager: “It was quite a challenge being
one of only two people who knew what the secret song was. This secret had to be closely
guarded for more than a month. It was wonderful to see the reaction of OFM’s listeners each
time a finalist was announced, and more entries came flooding in. Eventually, the computer put
our winner in the finalist mix. Then, when we verified his entry, I could not believe how quickly
Felix got the answer. The only clue out was 1986. It truly had to be his favourite song. Well done
on taking a chance!”
Tim Thabethe, OFM Programme Manager, was on-site to award Bamberger the grand prize:
“The OFM Secret Song ended wonderfully. Felix was the first entry to identify the secret song.
The track had a fond memory from his travels with his brother around the Kalahari. To the top
three finalists, all who entered and everyone who played along, this was one of many delights
from OFM to celebrate our 35th Birthday in 2021. Stay tuned, OFM has more to surprise you with
Although there was only one grand prize of R35 000 cash, all finalists were rewarded with limited
edition OFM memorabilia in celebration of our 35th birthday year.
For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665,
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.
This winter, Central South Africa feasted with a goal on Thursdays as OFM and Round Table Southern Africa joined forces to fight the freeze – with vetkoek!
Die Groot Vet Kombers Proe-jek challenged listeners to support a wide range of charities. OFM visited towns and cities in their broadcast region, where vetkoek with Beefmaster mince was sold at R35 each, but listeners were encouraged to make larger donations to charities in their region. In some cases, donations up to R10 000 were received!
Every Vetkoek Thursday, The Joyride team broadcast their show live from the charity drive to update the rest of Central South Africa on the project.
Purchases were made using a secure drive-through system, in line with Covid-19 regulations.
The project began on Thursday, 10 June, in Vryburg at Mams Megastop, where R68 522 was raised for Adrian Losper Soup Kitchen and Rusoord Old Age Home, in association with Round Table 72 Vryburg.
July 17 was Potchefstroom’s turn. Eastvaal Toyota hosted the team and R126 856 was raised for the Potchefstroom Dienssentrum vir Bejaardes, in association with Round Table 49 Potchefstroom.
On 24 June, vetkoek was sold at AgriMark Upington. R107 555 was raised for Leer & Leef Community Project, in association with Round Table 79 Upington.
Finally, on 1 July, OFM was at Empire Square SUPERSPAR, where R147 067 was collected for Engo’s Welriedal Boys and Girls Home, Merafong Children’s Home and Welkom Youth Care Centre, in association with Round Table 40 Welkom.
OFM and Round Table Southern Africa raised a total of R450 000 for charity!
According to Lindiwe Mtwentula, OFM Marketing Manager, “We as OFM are very proud to have been able to assist those in need this winter with this project. Our goal is to uplift the communities we broadcast to – in everything we do. This project showed immense love from our listeners and stakeholders and coming together to give back. Thank you.”
For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or firstname.lastname@example.org.
OFM, celebrating 35 years of the sound of your life, is offering listeners a chance to win big with the OFM Secret Song competition, on air from 2 to 30 July 2021!
July has been earmarked as OFM’s ‘official’ birthday month, with special on-air birthday programming planned for Thursday, 1 July. From Friday, 2 July, listeners will be enticed with the exciting ‘Secret Song’ competition, where one lucky listener stands to win R35 000 cash for correctly guessing the title as well as the artist performing the song in question.
OFM has selected a ‘secret song’, which was released roundabout 1986. A short clip of this song will be played on air throughout the month and listeners will be asked to guess what it is.
To enter, listeners need to SMS the keyword ‘secret’ to 36636 (R1.50/SMS) with the full title of the song, as well as the artist. They also need to include their name and surname, and from where they are listening. Only entries that include all of the required information will be eligible.
From 12 to 29 July 2021, OFM will select 35 finalists, who will be announced on air. Their names and song selections will be published on ofm.co.za.
Once a song has been guessed, the finalist announced and the name displayed on the website, it is no longer in contention. Another song choice can then be guessed. Selected finalists’ choices are final, and they cannot enter another song choice.
Clues as to what the song is can be obtained by SMSing ‘clue’ to 36636 (R1.50/SMS) from 2 July 2021. These clues will change from time to time. Keep an ear out as presenters will notify listeners of new clues being released.
Says OFM Programme Manager, Tim Thabethe: “The ‘Secret Song’ concept is a tried and tested and fun competition mechanic that talks to OFM’s biggest product offering, which is music.
“The R35 000 prize is a life-changing sum of money. OFM is driven to surprise and delight the listener and July presents one of three campaigns in 2021 that celebrate OFM’s 35th birthday.
“The suspense of the Secret Song should create a lot of talkability among OFM’s listening audience,” concludes Thabethe.
In the spirit of giving, OFM will waiver our 60 day winning rule, meaning that should you have won anything on OFM’s platforms on the last 60 days, you will still be eligible to enter the Secret Song competition. Other general competition rules will still apply and can be found on OFM’s website.
Although there is only one grand prize of R35 000 cash, all finalists will receive limited edition retro OFM memorabilia in celebration of our 35th birthday year.
The grand prize winner will be announced on OFM on 30 July 2021, during the Good Morning Breakfast, between 06:00 and 09:00.
For more info, please contact Lindiwe Mtwentula on 051 5050 900, 082 416 1665, or email@example.com.
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