“The tipping point is that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.” – Malcolm Gladwell

Radio is over a hundred years old and commercial radio is undergoing seismic changes. The revisions in RAMS (Radio Audience measurements) or ratings methodology, SABC’s 90% local quota, the collapse of credibility of SABC management and research that shows that people under the age of 30 are paying less and less attention to traditional media, have all contributed to an extinction-level event in the media business.

That may sound dramatic, but it indicates something that brings to a tipping point the deferred decisions media planners and buyers need to make. The time is now. Clients’ money is at risk, and opportunities will be lost by imagining things will go back to ‘normal’.

In digital media, we’ve contemplated our timing, and we’ve been told by many experts that we’re too far ahead of the curve to be considered mainstream. It would seem, even conservatively, that this debate can now be put to bed. The time is now, the day is here.

Just last week, I announced an exciting new joint venture with Tbo Touch – formerly  Metro FM’s most popular DJ, to launch a streaming music channel called Touch Central. This will be an international music programme, with hosts from all over Africa and the world doing shows 24 hours a day. Based loosely on the radio format, but with none of the restrictions or rules, it will open up a whole new world of audio experience and connection with audiences everywhere.

Join us on this exciting journey!


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The Tipping Point