The station, which broadcasts to Johannesburg's northern suburbs, Midrand and Pretoria, has its sights firmly set on growing audience numbers by 200% this year.
"The station is focused on aggressive growth," says station manager Abigail Milosevich, adding that community radio has the potential to compete against large commercial broadcasters. "Our format is that of commercial radio, spiced with community relevance and a position to deliver round the clock music radio." She says that numbers have already doubled since last year February with daily audience numbers estimated to hover at the 200 000 mark.
The station's jocks enjoy freedom to choose music from a vast playlist says Milosevich, noting that it is rare to hear the same song played within hours of its last spin. "Restrictive playlists could alienate an audience and over-formatted radio could become repetitive and boring. Eclectic is the rule of thumb, with tracks from the sixties through to contemporary hits played daily."
Discovering young talent is equally important to the station, with lunchtime jock Saskia V quickly growing in popularity and Roxy Blows' brunch show attracting attention.
"We are a station with purpose, a vision and a strategy to deliver not only great programming to our audience, but to grow and compete against established commercial brands. I do not believe we are simply punching above our weight, but rather, we are emerging as a real alternative to production-line radio," she concludes.
For more, go to www.mixfm.co.za.
