Station Profile

Thobela FM is a proud-modern-home of N. Sotho speaking and understanding people, representing cultural diversity by preserving rich heritage through information, education and entertainment for current and future generations

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Listenership

Typical Listener:

A listener who wants to stay connected to their culture and heritage. Who wants to be informed, educated and entertained in their own language (N.Sotho includes all dialects)

Station Footprint:

Limpopo, Gauteng, Mpumalanga and North West

Brand Platform

PURPOSE

Provide programming that informs, educates and entertains

VISION

Be the Public Broadcaster that others aspire to be

BRAND ESSENCE

Wise, Expert, Warm, Welcoming, Dynamic, and Young at heart

POSITIONING

Thobela FM is a proud-modern-home of N. Sotho speaking and understanding people, representing cultural diversity by preserving rich heritage through information, education and entertainment for current and future generations

PROMISE

Mošate wa tsebo le boithabišo (The capital of edutainment)

BRAND MISSION

• Gain competitive advantage;
• Inspire confidence in listeners;
• Inspire internal staff

BRAND VALUES

• Modern
• Intelligent
• Proactive
• Interactive
• Proud
• Creative
• Authenticity
• Leadership
• Visionary

TARGET MARKET

Primary: 24-49 years

Secondary: 18-23 years

Epicentre: 32 years

LSM: 4 – 10

Northern Sotho (all N. Sotho dialects) speaking and understanding.    

DIFFERENTIATOR

The only authentic N. Sotho Broadcaster (public/commercial) service provider which broadcasts in all N. Sotho dialects  

REASONS TO BELIEVE

Provides contemporary content that is authentic and current in N. Sotho