Wednesday, September 03, 2008

Radio Botswana re-branding

By Kehumile Kgosisejo
GABORONE - Branding of the state-owned Radio Botswana is expected to commence on September 1, 2008. The branding is aimed at strengthening the station's programmes to put it in a better position to effectively compete with other radio stations. Speaking in an interview, Radio Botswana Station Manager, Mrs Margaret Modise said the station had enjoyed monopoly of the airwaves for several years and therefore there was need for branding to help it compete with upcoming stations.She said this was not the first time the station is branded, except that this time the branding would be applied to continuity programming to make the radio station more interesting. "At least if one has a presenter of his/her choice she/he will be able to listen or follow her at all times", she said. She said the changes include having one presenter per shift, phasing out the schools broadcast in the afternoon and changing slots for other programmes. She further said the change in slots was prompted by the mini programmes review that they have done.Despite the high demand by the business community to buy airtime, Mrs Modise said there was no way they could sell airtime because Radio Botswana is a public entity and its mandate is to serve the public for free. "RB 2 our sister station is available to sell airtime", she said. She said they have made the necessary preparations for this branding. She said they have selected their core presenters and producers to be in charge of the branding. She also said they have carried along their stakeholders so everyone was aware of such an arrangement.However, Mrs Modise said they were faced with several challenges such as shortage of staff and the upcoming general elections. "We also know we will be having some presenters going on leave and sick offs in between which is normal though and this might hamper our endeavor but it is our passion to maintain this branding for ever", she said.Radio Botswana started as Radio Bechuanaland in 1965 before it got its current name on September 30, 1966. RB 2 was introduced in April 1992 to cater for the youth and business sector.

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