East Coast Radio is a music driven, lifestyle radio station which plays adult contemporary music. The total number of people listening to the station over a seven-day period is almost 1,8 million (RAMS August 2009/3).

The station’s core target market is in the LSM 6 to 10 in the 25 to 49 age group and the station has exceptional penetration of this valuable market segment in KwaZulu-Natal.

Audience numbers for the station have been relatively stable with substantial increases in market share of LSM 6 to 10 audiences from 25,1% in 2008 to 34,6% in 2009.

East Coast Radio’s strategy is to retain its leadership within its market category audience by creating additional opportunities to interact with its audience via on-air, online and off-air platforms and, more importantly, by focusing on successfully monetising these
opportunities.

In February 2008, the station introduced ‘The Sports Cage’, a 30-minute syndicated sports show, which is aired every weekday evening at 18:00 and features live discussions with leading local and international sports stars. A significant revenue increase has been derived from this time slot since its launch.

East Coast Radio received a number of awards during the year:

• The Best Community Service Award by the ‘South African Excellence in Radio’ awards;
• Darren Scott, who works on both Jacaranda and East Coast Radio, won the most innovative presenter at the ‘South African Excellence in Radio’ awards;
• East Coast Radio was a finalist in the South African Blog Awards: The BIG Breakfast Blog (Best entertainment blog); Just Plain’s Blog (Best South African Podcast); and
• In the First National Bank Top business awards, East Coast Radio won first prize for the most impactful community outreach programmes in KwaZulu-Natal.

The East Coast Radio team also entrenched several key events in the region, most notably, the Discovery/East Coast Radio Big Walk. Participation increased from 8 000 entrants in 2008 to 13 400 in 2009, making this event bigger than the Comrades Marathon which has been running for 84 years. The Big Walk also generates considerable benefits to East Coast Radio’s bottom line and is one of the four signature events which the station has identified for growth in the region.

Other major events hosted by the station include:

• East Coast Radio House and Garden Show – 95 000 visitors
• East Coast Radio Winter Warmth – 40 000 blankets; and
• East Coast Radio Toy Story – R1m cash was raised to purchase food parcels and 65 000 new toys.