It is reportedly the only South African radio station specifically created for teenagers and a number of the programmes are produced and presented by its brand ambassadors from all over the country, giving it a national perspective.
"We know through our extensive, on-the-ground field research and interaction that youth are constantly online and in particular on smart phones, so they are readily receptive to the kind of smart educational content that we can deliver in a teen-friendly format," says GM Cathryn Treasure.
The radio is streamed via the newly relaunched website and can be accessed online and through its new mobisite, via smart phones. It broadcasts live 2-6pm every weekday, with content looping 24/7, which allows teens to log on and listen in whenever they wish. Listeners join a digital community already 96 000 strong on MXit and 5 500 strong on Facebook. In addition, the magazine reaches seven million learners through its one million printed copies a year.
While it is targeted at learners in grades 8 and 9, it has proven popular with teens both older and younger. According to Treasure, the station has already notched up its listenership during its three months of beta testing with 52% of them accessing the station via the Web while the rest tune in via their smart phones. Out of these listeners, 19% spend at least two hours per day listening to this station.
Its entrée into radio also opens up further opportunities for corporate partners, who play a critical role in the brand's successful and far-reaching broadcast of its message. "We think that corporates will be delighted to align themselves with another medium that delivers solid, inspirational messages to South African youth," says Treasure.
Content is a mix of current chart topping hits (including 40% local music) and interactive shows featuring remarkable science news, brainteasers, entertainment reviews, exam study tips and accessible financial literacy education. "The stations' easy listening format is geared towards all the topics teens are genuinely interested in and that relate to their real lives - music, fun, life skills and getting through school, taking the learning experience away from the text book," adds Treasure.
Researchers globally are finding a shift in radio listenership from AM and FM frequencies to digital platforms, especially amongst the youth. "It's a trend being born out in South Africa with its increasing internet penetration and the dramatic headway smart phones are making in the mobile market."
Research in the US by Edison Research shows online radio is growing significantly with weekly usage of all forms of online radio having doubled every five years since 2001. Time spent listening to online radio currently stands at nearly 10 hours. Smart mobile devices are also fuelling new listener growth in the US.
Over the last decade, radio has lost its edge as the most prevalent activity in the morning for young people in the States, Edison Research reports, with those listening to the radio dropping from 74% to 41% while use of the internet rose from 14% to 42%.
She lauds the extended possibilities of 'New School' radio, pointing out that in a digital format, content is easy to archive in podcasts and adds that the station aims to become a searchable archive of information to learners. In the future, it wants to expand to first multiple communities and ultimately a national frequency.
For more information, log onto www.hip2b2.com.
