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KATZ-can
On a recent
trip to 702 land, Anton Jankowitz spoke about talk radio to Stan
Katz, Chief Executive of Prime Media Broadcasting and Managing Director of the station. He
is also the chairperson of the National Association of Broadcasters. Right now 702 scores,
while other radio stations are scrabbling to remain viable. Talk radio slots neatly into a
niche created by South Africa’s recent political history.
The move to a more talk orientated station was a strategic decision, says Katz. "We looked at what the SABC wouldn’t, or couldn’t do and came up with talk radio; talk of a specific nature that is issue driven."
With the rapid changes occurring in the country, talk radio offers people a way to level the playing field; to express their hopes and fears about the future. The radio format that has proven to be an essential part of a greater democratic whole. 702 started to overtake other radio stations just before Nelson Mandela’s release by providing a platform for people who previously had none. The SABC, as a government mouthpiece, couldn’t do the same.
Talk radio brings the issues people are discussing out into the open. It gives any person, whether left or right on the political spectrum, a soapbox. It’s a dynamic force behind the free market of ideas.
Talk radio, as expressed in 702’s mission statement, is basically a community service. It profitably identifies and services the needs of the listeners and advertisers by providing independent, innovative entertainment, offering a 24-hour reflection and appraisal of our changing world.
Katz regards 702 talk radio as the community’s mirror. It reflects what is happening in listeners’ lives, and international events that have an impact on their lives here. Neutrality is important for the station when issues are debated. This is the essence of talk radio: it sounds out clashing opinions to allow the truth to emerge.
The advantage talk radio has over the press is that it harnesses the power of speech, and has instantaneous access to current events. It promotes discussion in the entire community and maintains a broad perspective, Katz emphasises.
But all radio stations face financial constraints. Like most stations, 702’s revenue is exclusively generated from advertising. As a result this station is aimed at a narrower market, attractive to advertisers. This is the upper income, middle-aged segment of the Gauteng community estimated by 702 at 450 000 listeners.
As the method of radio surveying in this country is outmoded, Katz says their own independent survey was necessary. "AMPS doesn’t seem to be coping. It doesn’t accurately reflect regional radio stations and is thus unreliable." But statistics show there is a great deal of scope and opportunity for similar radio stations.
According to Katz, "the ability to deal with local or regional issues" is one of the strengths of talk radio. "Lifestyles and values differ across the board, from Cape Town to Johannesburg. It would make sense having a regional talk show station in the Western Cape, but the Independent Broadcasting Authority (IBA) hasn’t called for licenses yet. This should happen towards the end of the year." He adds that 702 is eyeing the opportunity.
However, there are still many hurdles confronting commercial radio stations. "Deregulation has been retarded; it’s becoming a major problem. The IBA seems to have lost its way. There is a dispute as to whether they are correctly interpreting the legislative act that guides them."
For Katz, the major problem with deregulation is that "the IBA appears to be obsessed with protecting and ensuring the viability of the public service broadcaster only. There are in fact three tiers of broadcasting recognised by the act: public service, community, as well as commercial."
It’s impossible to determine talk radio’s future course. But whatever happens, their ability to renew and constantly innovate will serve as their compass. It’s an opportunity for all of us to get involved, and be heard - above the din of more traditional media forms. "Now that South Africa is settling down, the creative challenge is to keep the interest going," Katz says.
So next time you find yourself in Gauteng, take some 702 advice. Enjoying a waffle for breakfast will provide welcome stimulation for adults over 5. You will also be reassured to hear that some talks are making progress.
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