A look at the future landscape of youth radio in context of the greater dynamics of commercial and community stations as part of the annual Youth Radio Summit 2017 hosted by Student Village, as presented by 5FM Radio Host, Nonala Tose.

1. TOMORROW FM
BY @NONALATOSE

2. @NONALATOSE
MY PERSONAL RADIO JOURNEY

3. @NONALATOSE
RADIO 10 YEARS AGO
Pedestrian
Concern was transmitting louder, clearer and further
Competition: CD, cassette, MP3 players
Local content with local focus
Personality driven radio

4. @NONALATOSE
ONE DISRUPTOR CAN CHANGE EVERYTHING
▸ 9 January 2007
▸ Apple Computer Inc. Apple Inc.
▸ Computer Consumer
▸ User Interface Artificial Intelligence
▸ FM Radio ?
▸ Is traditional radio irreplaceable?

5. NUMBERS
DON’T
LIE

6. @NONALATOSE
RAMS SHOW PEOPLE LISTENING TO RADIO
MORE THAN EVER
At SABC alone UWFM has shot up from 5 to 6 million
listeners
5FM is one of SABCs biggest money maker
Companies look to radio for campaigns
Data crisis in SA makes radio a cheaper medium for audio
entertainment
Perception vs Reality

7. THE STATE OF
AUSSIE RADIO
AUSTRALIAN RADIO TRENDS(HTTPS://YOUTU.BE/O1Z8_AZIXNY)

8. @NONALATOSE
WHAT KEEPS US TUNED IN?
Music curation is an art that makes radio timeless
But radio is not just about music
Content driven radio is the USP
For the listener and the client
What about online content?
How can you make your content offering unique?

9. @NONALATOSE
CHARACTER MAP EXERCISE
▸ Fill in each category in as much detail without duplicating
▸ Focus on identifying clearly defined traits that can be
demonstrated on air
▸ Revisit the profile at least once per year to update traits. A brief
description of each category
▸ Bring select 3 words that describe you and bring her/him every
time you show up

10. NONALA TOSE
Personality
Photo
Here
NALA
Central Conflict:
Positive:
Negative:
Quirks:
Likes:
Short Summary:
Sense of Humor:
Contradictions:
Other Traits:
Endearing :
Hates:
Synopsis:

11. 1.
2.
3.
3 WORDS TO DESCRIBE MY SHOWBIZ PERSONA

12. @NONALATOSE
CONTENT
▸ Millennial will make up 75% of
workforce in 2025
▸ How are we speaking to them today
to set them up for life?
▸ What are we promising them?
▸ Are we performing on the promise?
▸ With an attention span of less than 7
seconds are we creating thinking
radio?

13. @NONALATOSE
THINKING RADIO
▸ Is there thought behind what is being said on air?
▸ Is our on-air talent sounding authentic?
▸ Are our personalities accessible and seen as content
curators/ story tellers?
▸ Are we as a station authentic?
▸ How influential is our digital footprint?
▸ Have we positioned ourselves as leaders?

14. John C Maxwell
@NONALATOSE
“LEADERSHIP IS INFLUENCE
NOTHING MORE NOTHING
LESS”

15. @NONALATOSE
EXAMPLE OF LEADERS
▸ Today is the KISW(FM)’s third-annual “Live Day.”
▸ Entercom Seattle station’s morning and afternoon shows, “BJ &
Migs” and “The Men’s Room,” perform everything at Emerald
Queen Casino.
▸ This includes live commercials with sound effects and
accompaniment from local musicians.
▸ Entrance fee to witness it all first hand
▸ Now that is compelling radio

16. @NONALATOSE
CONTENT AVENUES THAT WE SHOULD BE
EXPLORING
▸ Experiences (Live Day)
▸ Podcasts (classical story telling and airwaves novels)
▸ Adverts/spots (not the Dove ad but close)
▸ The Music
▸ The Leadership law of addition (less of self)
▸ Digital content and the synergy
▸ Feeding off personalities

17. @NONALATOSE
LESSONS FROM MY
PROGRAMMES MANAGER
▸ Draw a character map
▸ Describe your showbiz personality in 3
words
▸ Bring her every time
▸ Listeners want you to be her in every
situation
▸ Always make them feel something and
you know this if what you are saying also
makes you feel something

18. @NONALATOSE
LESSONS FROM MY STATION
MANAGER
There are two types of people
▸ Career people are people who work
because they want to, because they
believe in what they do, they enjoy it and
they understand that their role in an
organisation of any size impacts on other
people.
▸ Job people are people who work to earn a
salary, because they need to pay their
bills. Now of course we all need to earn
money, there’s no shame in that, but a job
person is a person that is only interested in
doing what they need to do in order to take
home their pay. These are the people that
arrive on time and leave on time.

19. @NONALATOSE
SO IF YOU ASK ME WHAT THE FUTURE OF
BROADCASTING IS

20. BOSS MOVES GIRLS AND
WOMEN IN MEDIA
HTTPS://YOUTU.BE/TILUGOCNRYK