STATION BRAND BLUEPRINT

Ligwalagwala FM brand positioning  The station builds, inspires and empowers siSwati speaking people through exciting programming that is informative, entertaining and educates  This station reaches out, supports and betters the lives of siSwati speaking supporters  This radio brand is about positive afro-urban lifestyle without apology.  This brand appeals to young, upwardly mobile siSwati speaking people Ligwalagwala FM Target Audiences  It’s a group of people who live in a modern society without shedding their traditional values  Listeners enjoy social activities and like to be informed about issues of national priority  They seek to better their lives through tertiary education  They are progressive and brand conscious LIGWALAGWALA FM BACKGROUND

STATIONS’ BRAND LOOK AND FEEL

BRAND BLUEPRINT Competitive Environment Commercial music driven radio stations, Capricorn FM and MPower FM Target Markets Primary: Now Generation, 16 – 34 SiSwati speaking and understanding people Target Market to believe The only radio station that takes pride in broadcasting in SiSwati, informs, educates and entertains SiSwati speaking and understanding people Benefits : Functional Emotional Sensory Ligwalagwala FM is the only radio station that informs, educates and entertains me in my home language - SiSwati Ligwalagwala FM is the pride of the SiSwati nation, yet modern it does not shed its traditional values I am proud to be Swati, no matter where I am in South Africa when I tune into Ligwalagwala FM, I am at home, my culture, my tradition, my values. Proof Ligwalagwala FM speaks to me in SiSwati, It carries content that empowers and inspires me to be progressive in life It reaches out, supports and betters the lives of SiSwati speaking supporters Like-minded brands Nelspruit 60s (Mpumalanga based and Big) Reed Dance (culture and quality) BMW (Prestigious) Bolojo (Jazz Siswati Musician, international), Selati, Super B, MTN, Vodacom SABC brands partners SABC News, SABC Sport, SABC Education, Ikwekwezi FM, SABC 1 Values Personality Balanced, Compassionate, Fair, Respectful, Reliable and Ethical. Aspiration, Progressive, cultured and Traditional Differentiator The cultural home for SiSwati speakers Essence Pride and Respect

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