Abstract
M.Comm.
As a result of the deregulation of the South African Broadcasting Service one hundred and
twenty six new radio stations were established in 1994. Radio stations were forced to
change their character and face because more private and community radio station licenses
were issued. The effect these changes have on radio stations had not yet been examined.
Changes and uncertainties, as mentioned, also influence radio stations in a negative way
and RSG (Radiosondergrense) is no exception. Radio stations are now responsible for their
own survival. The future of radio stations are uncertain. A market orientated management
philosophy might solve the problem. Marketing theory confirms that a market orientation
generates profit, while focusing on customers and competitors.
With the abovementioned as background and the uncertainty of the different marketing
options, the objective of this study is to supply definite guidelines on how a market
orientation can be implemented in the radio industry.