The hardcore, uncomfortable truth is this radio presenters are replaceable in Namibia. No radio presenter is indispensable in this country. That’s the hardcore uncomfortable truth. We are not at a level where the will of the
people prevail in terms of this industry. The will of the people has zero value in Namibia in terms of this industry.
This is because, in Namibia, we have zero support culture. We spaza here and there, but full-blown support? Nah. Radio presenters certainly do not
command any type of support to the point where people would cause havoc if removed from a slot.
People will be in an uproar for a few hours over a radio presenter’s
dismissal/removal from a slot and then move on with life. This is the hardcore and uncomfortable truth. There’s been so many instances where talented or legendary radio presenters were dismissed or moved from a slot and not a single person did sh*t! Perhaps as Namibians, we still do not understand how radio works. Could that be the problem?
Radio is nothing without the listener, you are the listener. The onus is on radio to prove to advertisers that YOU are their listener. Advertisers would then pay handsomely to convey whatever message they have via radio, to YOU, the listener. So how in the world is it possible that the listener has zero influence on decisions made with regard to their favourite radio presenter?
Strange right? This is why you see a high turnover on air with radio presenters.
Very few stations in Namibia have been consistent with their radio personnel. How many radio presenters do you know in this country that have been on a slot for more than 10 years? I’ll wait.
But radio gods will tell you that it’s in the interest of the market to “shift
things around” and that it’s just “part of the radio game”. Well, no one ever
stopped to think what it does to the actual radio presenter right? But that
could never matter in a country where the will of the people has zero value thus rendering radio presenters replaceable. One guy who we all thought was indispensable is Cheeze AKA KBVDP. It turned out that he too was replaceable.
You will understand what I mean after watching today’s podcast version of #IndustryLoop
It’s a harsh reality. A reality experienced and learned by radio presenters like myself, we go on air with it every day.
Until the next Loop, we say #GMTM