More South Africans own radio receivers than they do bed mattresses (Getting Radio Active, Amner, R: 1996). Although this statement was made more than ten years ago, it illustrates the fact that radio is the most appropriate means of mass communication in the country. Even today, this statement remains true.
The ability of the medium to transcend barriers created by illiteracy, coupled with easy distribution and relatively low cost, have established radio as a necessary component of mass media campaigns.
WHY COMMUNITY RADIO?
There are more than 100 community radio stations in South Africa alone. Collectively, these stations command an audience of over 28.633 million listeners (SAARF, AMPS: 2007); and they cater for the lower LSM’s – a group which is often neglected in media campaigns.
The community radio sector remains one of the few platforms which audiences trust to provide them with unbiased information. It is a channel through which urban, peri-urban and rural audiences are informed, educated and entertained.
Aperspective Media views community radio as both an engine and a tool for sustainable local development.
We produce catchy public service announcements (PSA's), dramas, documentaries and live talkshows around a host of socio-economic issues. We also liaise with community radio stations to ensure broadcast.
Listen to Aperspective Media's audio portfolio sample below