Description

A panel discussion delivered at the Radio Broadcasting Convention – Africa 2025 in Johannesburg, South Africa, focuses on how community and youth radio stations can effectively use digital platforms to enhance their programming, expand their audience, and create economic opportunities without losing the authentic, human element of radio.

A youth radio professional discusses how today’s generation is inherently digital, using mobile phones as extensions of themselves. This presents a unique opportunity for radio stations to repurpose live broadcasts into lasting digital content. An example shared was the creative integration of Uber Moto into radio programming, which was then turned into a viral video on social media. This not only engaged listeners but also attracted advertisers, showing how radio content can evolve into compelling digital marketing tools.

Some key points from the resource include:

● Digital Platforms Extend Radio’s Reach
● Youth Engagement is Crucial
● Creativity Boosts Visibility
● New Revenue Streams