The Station, That Broadcasts From Woodstock, Sent Out A Letter Requesting Support This Week As The Economic Recession Takes A Piece Out Of Their Advertising And Their Costs, Particularly Lease, Escalates.
“For more than two decades Bush Radio has been at the avant-garde of broadcasting in S. A. , playing an integral part in the development and advancement of both the industry and people in the local broadcasting landscape. Over the past 3 years nevertheless , this pathfinding radio station and training centre has been hit hard by the current economic climate, lately leading to Bush Radio having to re-appraise its operations in order to remain viable and influential in this fast-changing and exciting environment.
“From campaigning against the apartheid central authority for a free and independent broadcasting authority, to being present on Cape Town’s Grand Parade when Nelson Mandela addressed the nation as a free man, Bush Radio has played an indelible part in the shaping of the history of the new South Africa,” the letter reads.
“Our landlord has given us until the 31 Aug to feature a tangible offer, and we have decided to use this time to try and raise this money. The total cost we are attempting to raise is R300,000 = EU Buck thirty thousand = US $ 43,000.
“Bush Radio gives a valuable, relevant and much-needed service in the communities of the Western Cape. Our bequest of helping and being supported by communities all round the Cape is at length documented ( drop by our website at www.bushradio.co.za ), and due to our role as the lead runner of community radio in SA, we feel that our work is not yet done,” it asserts.
Sandra Gordon, publisher of TheMediaOnline and The Media Mag asserts : “Community radio struggles against highly organised commercial stations run by companies and against the SABC’s Community stations that are supported with tax payer and government funding.”
TheMediaOnline caught up with managing director, Brenda Leonard, to ask her about the current state of play.
How has such an acclaimed station come to this. Is it lack of advertising and funding?
The advertising industry spends the majority of its budgets on commercial broadcasters and SABC, and only a small amount is spend on community radio. The cause of this is that the call makers in advertising spend money on the stations they know, and this is not necessary community radio. As a consequence, we mostly struggle to raise revenue via advertising and support, and the advertising industry should be educated. Additionally, Bush Radio doesn’t take any alcohol advertising, does not support betting or promote any religion, and this cuts out more than 60% of any potential advertising.
What has changed from the past re advertising and support?
The advertising income has increased annually, but since the 2009 business crisis, which still continues today, the advertising and support income has decreased. This has been responsible for huge issues for all community radio stations including Bush Radio.
What is the profile of your typical advertiser
Local FET or varsity that spends max R5000 per campaign, about twice yearly.
Do you get support from the gigantic guys like mobile phone corporations?
We do get some advertising from telephone companies which comes via media buyers and advertising corporations. Nevertheless compared to what’s spend on commercial broadcasters or SABC, it’s not a huge amount.
Have you made investments into new gear or infrastructure?
No, we’ve not made any new investments into apparatus or sub-structure. In 2010 and 2011, we applied to the Department of Communication for an equipment grant, via its apparatus rollout programme, but we haven’t been selected. We were successful in raising some funds to partly upgrade our studio thru UNESCO in Windhoek, as a part of a coaching and programme production project. Besides this, we spend R42 000 per month on rent, due to the escalation of the rent since 1997, when we moved into this building. This is a huge burden, as we want to raise these funds monthly via advertising and sponsorship, and we’ve not always been successful every month, which made balance on our lease account.
Is your foreign intern programme still operational?
Yes our intern programme is still operational. We do get roughly ten foreign interns each year, and we charge them R5000 a month for the internship,writes tagza.com.
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