Who better to deem you the coolest radio station than the coolest generation? No one! South Africa’s youth loves Metro FM. They proved this at the 14th Annual Sunday Times Generation Next Awards ceremony. It took place this past Thursday, the 14th of June, at the Sandton Convention Centre in Johannesburg.
The station has now won the award for six consecutive years. And should they win it next year, they’ll equal the 7 times in a row that their sister station, 5 FM, has won it. Ukhozi FM and 5 FM came in second and third place respectively. This means it’s only SABC radio stations in the top three. The ‘Coolest Radio Station’ category is one of more than 70 categories at the awards. Sunday Times Generation Next has collaborated with Africa’s premier youth market specialist agency, HDI Youth Marketeers. They conducted a research study on more than 12 000 young people in an 8 to 22 age group – in order to establish which brands and personalities they find cool. According to the Sunday Times Generation Next website, the event is for brand, marketing, media and advertising professionals in the youth marketing space who hope to better understand consumption habits, and more.
Some might have expected Y FM or 5 FM or Highveld Stereo 947 to get the accolade as they’re more youth orientated. 5 FM and Metro FM are national but Metro FM has more audience and is the most influential radio station in the country. And 947 and Y FM are accessible on FM only in Gauteng and (might) have slight spillages in neighbouring provinces.
The ‘Coolest Radio Station’ promos are currently running on Metro FM and in one of them, their voiceover artist can be heard throwing shade at 947 – although it’s only ‘9’ that’s mentioned but ’47’ are bleeped out. He says: ” Whilst stations like 9** are paying listeners to break up with their favourite radio stations, Metro FM has more listeners falling in love with us every day. Thank you, thank you for voting us the coolest radio station in South Africa for the sixth year in a row. We might just sit out the awards next year to give the other kids a chance. Haha! Never! Thank you from the coolest radio station in South Africa. Metro FM – It’s Where You’re At. ”
Last year, he also threw shade at 5 FM when they won the award for the 5th year running. He said: “One, two, three, four, ‘5!’ That’s the number of times in a row Metro FM has been voted the coolest radio station by you. Thank you to the coolest generation for voting us the coolest radio station. Metro FM – We Are Not Done.” This year, in another promo, he counts from one to six – still shading 5 FM. Very entertaining! This year’s headline partners were Brand SA, Kotex and Nedbank.
By Qabaqongo France (The Radio Genius)
