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Capricorn FM is Limpopo's fastest growing radio station

By unknown | Oct 07, 2008 | COMMENTS [ 0 ]

Frank Maponya

Frank Maponya

Limpopo's only commercial radio station has achieved its goal of exceeding 1,5million listeners in its first year.

The SA Advertising Research Foundation has named Capricorn FM as one of the fastest growing independent stations in the country and the biggest in the province.

According to figures released by Saarf, the station has attracted more than 1,5million listeners in the space of 10 months. The total radio listening public in Limpopo is estimated at 3,3million, and Capricorn FM has captured just under 50 percent of this market.

The station boasts a number of seasoned campaigners in the broadcasting world such as popular comedian Ashifa-Shabba Muleya, Josias Ncube, S'khumbuzo Mbatha, Bothwell "BK" Matewe and Mpho Melato. The latter was formerly with popular Johannesburg-based youth radio Y-FM.

The station's chief executive officer, Simphiwe Mdlalose, said while they had always been confident of the station's popularity, the latest statistics will go a long way in strengthening Capricorn's position in the market.

"As a new entrant in the market, we focused on being innovative and fresh," Mdlalose added.

Mdlalose had promised investors he would reach at least a million listeners in the first 12 months of the station's operation. They achieved this target in 10 months.

Earlier this year, Capricorn was awarded the Professional Management Review Award for excellence in overall entertainment. The station was also placed a credible second in the best news and current affairs category.

Mdlalose said Capricorn had managed to attract reputable advertisers such as MTN, Standard Bank and DStv as well as both national and provincial governments.

Based in Polokwane, it broadcasts 70 percent in English with African languages covering the balance.


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