They stated, "Our purpose is to use the broadcast frequency we have been entrusted with to build audience and client relationships, bridge cultural divides, promote a sense of community, do good business and spread optimism while presenting the most entertaining, interesting and informative audio content which will manifest in the proverbial smile."
Clive Ridgway, programme director of Smile 90.4fm added, "Radio as we know it is at the media crossroads - facing the challenges of the internet, new media and social networks. Launching into a world dominated by new media requires something unique and special. For this reason, it is launching not as a radio station, but as an audio brand, with the purpose of making a positive contribution to the Cape Town community and being relevant in the information age.
"The presenters, some of whom are well-known throughout the country and also through other community and commercial radio networks, will come as a pleasant and welcome surprise to listeners. They have been handpicked to appeal to a cross spectrum of people in our community. They will present and connect with the listeners within the context of the vision and values of the station. Our presenters themselves are reflective of who we are as a radio station, and what it will advocate and espouse in terms of our positive values, commitment to development, upliftment and social engagement in our community."
Tony Mallam, MD of the new station, added, "It will present a mix of music and talk. The language of the brand will be a seamless combination of conversational Afrikaans and English. We are committed to amplifying voices and messages that genuinely reflect and add value to the lives of everyone who has made Cape Town their home. The Smile playlist comprises of a mix of adult contemporary and pop hits with local tunes making up 50% of the playlist. The station is aimed at the 25-49 age group in the upper LSMs."
Advertising sales will be a combination of the efforts of Mediamark and direct sales. Mallam continued, "We are looking at both local and national sales. The direct sales team will be headed by Magriet Paulsen, who has years of experience in both Cape Town and Gauteng. National sales will be managed by Mediamark. We decided on using an established and experienced media sales house for speed of entry into the market, as building a credible sales team for national clients takes time and is expensive. It already has established relationships and credibility with the national advertising market. It is respected and recognised in the market and also handle sales for East Coast Radio in KwaZulu-Natal and Jacaranda in Gauteng.
"We thought long and hard about our advertising strategy. We are targeting a potential audience of around 600,000 people and we are competing with other stations based in Cape Town. Our advertising rates are affordable and fair. They are forward-looking but we are aware we need to build audience. We therefore have some very exciting launch packages and long-term deals. The first advertisers on board now will get preferential deals in the future.
"We approached a number of agencies and they all presented excellent campaigns. In the end we selected BrandsRock as its campaign was most in line with what we had in mind. Nomfundo Calana has been appointed as marketing manager. She comes with a wealth of media experience and will form an integral part of our team."
Cape Town Radio is co-chaired by renowned film producer, Anant Singh who also chairs Cape Town Film Studios and Dr Ernest Messina, a respected business leader with an academic background who chairs among other bodies, the Groot Constantia Trust.
Historically Disadvantaged Individuals hold 88.7% of the shareholding and the shareholders have significant media, entertainment and business experience with a deep understanding of the radio industry. They are:
Singh and Messina concluded, "We are confident that we have assembled an experienced and formidable team which will be complemented with a group of young, energetic and fresh talent. Our team has the required skills, passion and commitment to ensure the long-term viability and sustainability of the station. We are therefore not launching a product; we are starting a movement - a new wave on the air. The name says it all. Hear it ... feel it ...."
