The establishment of RAB is in response to a call from the industry and the organisation has representation from radio stations, advertisers, creatives and academics.
“The RAB is fully set up and we've just appointed Norman Gibson as the general manager. He will be starting in his new post in January 2009. There are RABs in both the US and the UK. RAB South Africa, unlike RAB US which focuses on radio stations, is focused on advertising agencies and on how they can better use radio. I believe radio as a medium is entering its second life,” said Ryan Till who is Primedia COO, as well as RAB chairman.
The general manager for SABC commercial radio, Bob Mabena, opened the radio forum. In his speech Mabena said radio should do well in the current economic climate, because it is a cost effective advertising medium and a resilient medium that has stood the test of time.
“However, clients want more for less giving us a challenge to be more innovative and creative. There are people out there who say that radio is in trouble because of all the new media technology that is available today. But if you look at radio as a standalone medium, it has proved to be really resilient over the years. I believe it will continue to be so and will find its rightful place in the new media mix,” said Mabena.
“Radio is an entertainment and content business and, as an industry, we need to get into think tanks and crank up the volume as it should become a rock star medium again. More than ever we need collective solutions for the industry. There is a certain level of accountability inherent in the radio medium.”
Mabena also said that he is excited about the future as radio offers universal access. “Let us be radio disciples - we all have a story to tell about how radio has worked for us. South African radio industry needs to have radio a maverick, a person who will live up to the radio standards set by Stan Katz - a true radio maverick of his time”.
