OFM (South Africa)

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OFM
OFM Logo
City of license Bloemfontein. Potchefstroom and Vanderbijlpark
Broadcast area Central South Africa
Branding OFM
Slogan The Sound of Your Life
Frequency 94 – 97
First air date 1985
Format Adult Contemporary
Former callsigns Radio Oranje
Webcast OFM Live
Website www.ofm.co.za

OFM is Central South Africa’s leading commercial radio station with offices in Bloemfontein, Potchefstroom and Vanderbijlpark. Broadcasting to the greater Free State, Northern Cape, Southern Gauteng as well as parts of North West, this regional radio station has the country’s second largest footprint. OFM’s payoff line is "The Sound of Your Life".

History[edit]

Having begun broadcasting on 1 July 1985, OFM was originally a split of Radio Hoëveld broadcasting only four hours a day in the evenings under the name Radio Oranje (after the Orange Free State, its home province). The station operation with a staff compliment of only three people namely; Station Manager Christo Olivier, Programme Manager, Albe Grobbler and Advertising Manager Bill Otto. Furthermore, OFM had two full-time presenters, Manie Kitching and Johleen du Plessis in addition to student Jaco de Wet who assisted during weekends.

OFM became a regional broadcaster on 1 July 1986 and has since established itself as the media power house of central South Africa. Today the station broadcasts in English and Afrikaans across four provinces - Free State, Northern Cape, North West and Southern Gauteng.

OFM is known for its on-air radio talent. Controversial television and radio presenter Riaan van Heerden was part of the team from 2009 until 2011 presenting the popular afternoon drive show “Mambo Jumbo”. The Mambo Jumbo blog was rated the number one blog according to Amatomu.com in the Marketing and Media category in South Africa Another celebrated presenter Tim Thabethe, hosted ”The Breakfast Club” where he not only captured the ears of Central South Africa but grew OFM’s morning listenership to a record 323 000 by the time of his departure in 2013.

Today OFM boasts some of the country’s top presenters as part of the on-air team. “The Breakfast Special”, with Andre Kunz and recent addition Yolanda Maartens, is the number one morning show in Central South Africa. The breakfast team is completed by producers Lebogang Kotsi and Armando Pieters as well as news anchor Leanne Nel, sport anchor Morgan Piek and traffic presenter Nicole Viljoen.

The afternoon drive time show “Siesta” is the highlight of weekdays on OFM. Presented by one of the youngest talents in the country, Martin van Merwe, and supported by Natasja Jacobs and Success Lekabe, the show has already stolen the hearts of Central South African listeners. Since its launch in April 2013, reaction from listeners and clients has been phenomenal. In March 2014, OFM’s Sunday night roster saw the addition of award-winning radio presenter and author, Jeremy Mansfield on “The Legends Show”. This addition has proven popular among listeners who delight in his charm, wit and unorthodox views.

Ownership[edit]

In 1996 following the decision of the South African Broadcasting Corporation to sell its commercial regional stations, OFM became a privatised radio station. OFM’s current owners are African Media Entertainment (75.1%) and Kagiso Media. (24.9%).[1][2]

Target Audience[edit]

The station boasts close to half a million listeners in the LSM 7 – 10 category with its audience age ranging between 25 and 49 years of age. OFM’s listeners are innovators who enjoy leisure activities, sport and the outdoors. Additionally, listeners are brand loyal and not price sensitive.

Broadcast Language[edit]

English and Afrikaans

Broadcast Time[edit]

24/7

Content[edit]

OFM broadcasts to Central South Africa in English and Afrikaans. The station uses an Adult Contemporary music format which is interspersed with news, sport, traffic and views from the station's team of on-air personalities. OFM conducts monthly research to determining music listeners are interested in and want to hear; the playlist is then adapted accordingly.

As one of the leading companies in utilizing new technology as part of their daily functioning and interaction, OFM has delivered results for advertisers and at the same time established itself in the hearts and minds of listeners across central South Africa. What’s more, the OFM news team ranks as one of the top news departments in the commercial market and has won numerous awards for its professional and insightful investigative journalism.

Aside from daily programming, exciting competitions form part of the station's day to day activities. Successful competitions on OFM include giving away a house valued at R2 million and a DTV RoadRunner valued at R151 000 and the 10 Second Challenge where R50 000 was given to the listener who could correctly identify 10 songs in 10 seconds. OFM also introduced a highly interactive competition called The Safe which has been their biggest and most renowned competition to date. The competition entails having nine virtual safes in studio. A listener was then required to open a safe door which could see them win a cash amount, hamper, CDs or a booby trap. Listeners who opened a safe with a cash amount then had the option of taking it or continuing to play in a bid to win a larger cash amount. Booby trapped safes however, led to the game immediately stopping and the listener losing whatever he or she had won.

Footprint and Frequencies[edit]

OFM can be streamed through the station’s website in addition to broadcasting to the Free State, parts of North West province, and the Northern Cape province. In 2005, it also commenced broadcasts into the Vaal Triangle area.


Coverage Areas & Frequencies[3]
Area Freq.
Bethlehem 95.1 MHz
Barkley West 94.2 MHz
Bloemfontein 96.2 MHz
Boesmanskop 94.4 MHz
Boshof 94.2 MHz
Christiana 96.8 MHz
Colesburg 95.8 MHz
Douglas 96.1 MHz
Ficksburg 96.9 MHz
Kimberley 94.2 MHz
Klerksdorp 94.4 MHz
Kroonstad 96.6 MHz
Kuruman 95.6 MHz
Ladybrand 95.3 MHz
Petrus Steyn 95.5 MHz
Potchefstroom 94.0 MHz
Prieska 94.0 MHz
Sasolburg 93.7 MHz
Schweizer Reneke 96.3 MHz
Senekal 94.3 MHz
Springfontein 95.8 MHz
Theunissen 95.7 MHz
Upington 94.9 MHz
Ventersburg 94.3 MHz
Vryburg 96.3 MHz
Warrenton 96.3 MHz
Welkom 95.7 MHz

Listenership Figures[edit]

Estimated Listenership[4]
7 Day Ave. Mon-Fri
Feb 2015 414 000 214 000
Dec 2014 412 000 218 000
June 2014 433 000 223 000
Feb 2014 442 000 226 000
Dec 2013 468 000 239 000
Jun 2013 452 000 231 000
Feb 2013 447 000 247 000
Dec 2012 472 000 257 000
Jun 2012 547 000 328 000
Feb 2012 582 000 335 000

Community Involvement[edit]

OFM runs a social investment programme that is about building trust and relationships with the Central South African community. OFM runs three main community driven projects as part of giving back to the community.

The Spar OFM Carols by Candlelight is another community driven project that aims to gather as many toys and cash donations as possible for distribution to children’s homes across Central South Africa just in time for Christmas. Homes in Bloemfontein, Kimberley, Welkom, Vanderbijlpark, Potchefstroom and Klerksdorp benefit from the generosity of the audience.

The Winter Warm Up with PEP and Vodacom collects blankets in a bid to keep Central South Africa warm during the cold winter months. In 2012, 18 000 blankets were collected with a total value of R629 100.

The Shoprite Checkers OFM Chip 4 Charity celebrates Central South Africa’s love for golfing, calling upon on businesses and government to raise funds for vulnerable children in the region. In 2012 the golf spectacular raised R120 000 in Bloemfontein and a further R40 000 in Kimberley.

Previously, OFM hosted the OFM Classic which was billed as one of the safest cycling events in South African cycling. This was used to raise funds for deserving organisations or causes in its footprint. In 2012 the OFM Classic donated R25 000 to the Rotary Organisation and the Sunflower House. A further R30 000 was donated to the Tempe School of Armour in Bloemfontein.

Sponsorships[edit]

Over the past five years OFM has been at the forefront of sports sponsorship in South Africa. The media sponsorship of the Toyota Cheetahs, GWK Griquas, Platinum Leopards and the Griffons has ensured that OFM enjoys national and international television exposure almost on a weekly basis. Other major station events includes the MTN OFM Classic Cycle Race, the Shoprite Checkers OFM Chip 4 Charity, OFM Homemakers Expo, OFM is also a main sponsor of the Aardklop Arts Festival in Potchefstroom.

References[edit]

  1. ^ "Snapshot – African Media Entertainment". Business Week. Retrieved 2008-10-02. 
  2. ^ "Kagiso Media buys into Kaya and P4 (Durban and Cape Town)" (Press release). Kagiso Media. 18 October 2005. Retrieved 2008-10-02. 
  3. ^ Sentech (OFM)
  4. ^ SAARF RAMS (Presentations)

External links[edit]