Primedia Broadcasting rolls out strategy with more line-up changes

Primedia Broadcasting has continued to roll out strategic changes to its station line-ups with new announcements for KFM and 947.

In a statement, company CEO Omar Essack explained the reasons for the changes. “We acknowledge that there have been multiple changes across Primedia Broadcasting stations since the beginning of the year, and we want to state that these changes are neither haphazard nor reactionary.”

He went on to say, “We undertook a major research project as my first order of business as the new CEO at the start of 2017 and the changes that are happening now are as a result of the outcomes of these studies.”

New addition to KFM breakfast

Sherlin Barends will join Darren ‘Whackhead’ Simpson as co-host of the station’s new breakfast show. Barends is a well-known media personality who joins KFM from Good Hope FM in Cape Town.

The two will be joined by Sibongile (Sibs) Mafu on traffic and sports. Primedia said this would, “create a show that delivers belly laughs and brings the audience into the team – and all the fun”.

Trish Taylor, CEO of Primedia Broadcasting Western Cape, said the company was “mindful that this show is about the audience, and connecting with the listeners in a way that makes them feel really good as they start their mornings.

“We believe the chemistry between these three will translate to the people of the Cape and create a Breakfast show that will generate talkability and loyalty in the region,” she said.

947 welcomes new voice to mid-morning

Stacey Norman will be leaving 947, replaced by Ayanda MVP in the weekday 10am to 1pm slot. Ayanda joined the station earlier this year from Yfm, and has been hosting the Saturday afternoon show where Primedia says “she’s proved to have the drive, talent and connection with audiences that will see her fly in a weekday slot”.

Norman started her career with Primedia Broadcasting as a teenager on KFM. “Stacey has built a strong personal brand on our stations and her career is taking off, with national exposure as a co-host on the prime time TV show, The Voice. We wish her the very best and will be following her success closely,” said 947 station manager, Ravi Naidoo.

947 will reveal further changes to the station’s weekend line-up in the next few weeks.

“We remain premium brands with premium audiences and the work we are doing on line-ups will strengthen this positioning,” said Essack.


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