Thobela FM, a South African Broadcasting Corporation-owned radio station, is celebrating 54 years of its existence this month, the public broadcaster announced in a statement this week.
“This achievement is important to us as a station, not only do we reflect at a luminous historical journey, but we look at how radio has changed the lives of our communities throughout the years,” station spokesperson Moshongwa Matsena said.
Thobela FM, formerly known as Radio Lebowa, broadcasts in Northern Sotho language, one of the country’s indigenous languages.
The station goes live 24 hours in the provinces of Limpopo and Gauteng, and parts of Mpumalanga and North-West provinces.
To mark this occasion, Matsena said the station has lined up a series of events in and around the Limpopo Province for its stakeholders and the public at large.
The station, which targets all males and females of the age of between 24 and 49 and 4-7 LSM (living standard measure), said the celebration includes the station’s new brand identity.
The rebranding is aimed at taking the station to a new digital space of broadcasting, while promoting cultural diversity and the heritage of the Northern Sotho language, the statement explained.
The new brand launch will set the scene for robust news reporting, content that resonates with current and future audiences and delivery of authentic stories through the usage of modern platforms, Matsena said.