What does the programme manager of a radio station do?
In a nutshell, we’re responsible for everything that comes out of the speakers, ensuring that it is aligned to the station’s strategy and continuously tailored to the preferences of our target audience.
The role requires recruiting exciting and engaging presenters (the line-up), curating the sound of the station (through the music and imaging offering), developing powerful and impactful promotional initiatives (for advertisers) and ensuring that we comply with the broadcasting standards and regulations.
How did you end up in this role?
I have been involved in various positions across a number of stations over the years. These include presenter, content and technical producer, music compiler, promotions assistant, branding and activation team member, digital co-ordinator and senior producer. Before moving to 5FM, I was the programme manager for MFM 92.6 in Stellenbosch.
What do you love most about your job?
The people. I am fortunate to work with an incredible group of people — all champions of their trade — who are committed to making great radio that keeps more people tuned for longer, and passionate about the success of the station. Whether it’s on-air or behind-the-scenes, this creative team ranks among the best in the business.
What makes you good at what you do?
Early on in my career I received advice that is at the heart of everything I do — “value your team”. Finding ways to show that you genuinely appreciate the people around you, and the work that they do, can go a long way.
5FM was recently named coolest station at the 2023 Sunday Times GenNext Award. What does this win mean to you as programme manager?
This was such a special one for us, especially considering that it's the youth of South Africa who chose us. They are at the centre of everything we do — from our Top 40 music core to the news, events, stunts, influencers, movers, shakers, community projects and A-list celebrities we feature. We try our best to provide a platform for these individuals, the future decisionmakers, and receiving this award tells me that they know that their voices are being heard.
What did you want to be when you were a child?
I always knew I wanted to be in radio. Growing up, music was a massive part of my life and radio — specifically 5FM — was where I found the best hits to listen to.
What mistake at work has taught you an important lesson?
You can’t make everyone happy all the time, and trying to do so will always leave you falling short. I find that it’s best to communicate the reason for your decision and not leave room for speculation.
What is your go-to advice for young people at the start of their careers in radio?
Make a start. Find a campus or community station where you can develop your skills — in all likelihood this would be a volunteer position, but essential to getting noticed at a commercial level.
Then keep at it and deliver work of a higher standard than anyone else — your time will come.
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