Highway Radio is a contemporary Christian lifestyle radio station that is 12-years old. It began broadcasting on a one-year license on 16 December 1995. The Original license was to cover a 15 km radius known as the Highway area, hence the name Highway Radio. The one-year license was renewed every year and in December 2002, the station received a four-year community license to broadcast in the Durban metropolitan area. This was extended to a six-year license by ICASA in 2004. Highway Radio was administrated by the Highway Christian Community Church.
Highway Radio offers listeners in the Durban metroplex a mix of daily lifestyle information with easy-listening contemporary Christian music. The station can be heard in Tugela; Hibberdene; Stanger; Blythdale Beach; Kwa-Mashu; Durban; IsiPingo; Amanzimtoti; Park Rynie; Claremont; Pinetown; Camperdown; and Pietermaritzburg.
Highway Radio appeals mainly to a target market of the 24- to 49-year-old listener in the LSM categories four to 10. Specific limited programming is aired daily to cater for categories of listeners who fall outside this description. Programmes include various features from daily news headlines; weather financial reports; competitions; and more.
The station broadcasts on the 101.5 FM frequency 24-hours a day, seven days a week. The main broadcast languages are English; Afrikaans; and Zulu to a multi-cultural Christian community, of which, more than half are Indian, 20% black and remaining listeners are white and coloured. The programme format is 30% talk and 70% music and the latest RAMS figures (August 2009) indicate a listenership of 104 000.
For more information, call 031 709 2950 or visit
www.highwayradio.org.za.