Kaya FM: the challenge of an afropolitan positioning

Emmanuel Silva Quaye, Yvonne Saini

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Kaya FM derives its name from the isiZulu word “ikhaya”, which means “home”. The name reflects the mission of the radio station to provide a home for black South Africans who were denied many opportunities during the apartheid era in South Africa. Kaya FM has been broadcasting since 1997, following the deregulation of the media landscape in South Africa. However, by 2018, the radio landscape has become very challenging. Mainstream advertisers still do not consider Kaya FM as a preferred channel to reach their target audience. Overall, radio listenership is dwindling and advertising sales growth is not encouraging. Greg Maloka, Kaya FM’s station manager is considering how to preserve the station’s unique positioning as it competes with both more dominant stations and new entrants so that Kaya FM can truly be a home for Afropolitans for many years to come.

Subjek

MARKETING STRATEGY
 

Katalog

Kaya FM: the challenge of an afropolitan positioning
ISSN: 2045-0621
19p.: pdf file.; 3.1 MB
English

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Pengarang

Emmanuel Silva Quaye, Yvonne Saini
Perorangan
 
 

Penerbit

Emerald
New York
2022

Koleksi

Kompetensi

 

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