South Africa: Changes at Ligwalagwala FM

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Mpumalanga-based Ligwalagwala FM has been hard at work improving on its image and brand offering, as well as launching into Gauteng, where there has been a demand for the siSwati broadcasting station. It has also recently strengthened its team by including former SABC1 continuity presenter turned businesswoman Kedibone Mkhabela and DJ Sdukero, famous for the hit single 'mine beng dzakiwe'.

"Ligwalagwala has gone big this year, with Successful Radio Audience Measurement Survey (RAMS) results; for the first time in the history of the station we have managed to secure a position in the top ten of radio stations in the country. We were successful in our application for a licence to have a broadcast signal in Gauteng and we [are] now working on having a team based in Aukland Park," says Mfundo Ntsibande, marketing manager for Ligwalagwala FM.

Mkhabela will be a roving reporter, reporting on the breakfast and afternoon drive shows and informing listeners with news in the fashion, music, television and arts and culture. DJ Sdukero will be a resident DJ, hosting 'power play with Buhle D' on Saturdays, 6pm - 9pm.

Nkabinde adds that Ligwalagwala is not threatened by the new radio station MPower, which will be launching soon. "We have established ourselves in the market, have gained credibility and reworked on our image - our listeners are comfortable with what we are offering them."

(Biz-Community (Cape Town), 9 November 2007)