Abstract:
FM radio in South Africa has come under severe pressure from digital disruption, with the
exponential acquisition of audiences on digital platforms. To determine if a new technology
will be accepted by users, perceived ease of use and perceived usefulness aids as a guiding
principle. The technology literature is limited to the physical and technological aspects of the
product and insufficiently describes the emotional and physical needs of the user. However,
studies have been conducted to determine why people use certain digital products and for
what gratification.
This study explores the job to be done for the audiences of digital platforms. Semi-structured
interviews were conducted with 20 participants who listen to FM radio in South Africa. The
study found that digital radio needs to confirm the aspect of technology acceptance, as well
address specific values to satisfy the audience. The key difference between FM radio and
digital radio was that digital radio offers more immersive and in-depth content which the user
is able to personalise according to their needs. To advertise effectively, radio stations must
offer advertising that has authentic messaging and bespoke advertising content that sells
an experience to the audience.
This study contributes to the literature by combining various theories and frameworks into
one model for acquiring audiences. A framework is presented that will help radio station
managers in creating audience acquisition strategies for both FM and digital radio, as well
as creating more effective advertising.
