By Darren Gilbert

What is The Eye? Also, when did you launch and who runs it?

Remember when radio was cool? When they played great music and inspired people? When DJs had something to say? When anything could happen? The Eye is not only a return to great radio (with a strong visual component) but, more importantly, is a vehicle for conversations between cultural icons and the youth.

We had a soft test launch three weeks ago. We officially launched two weeks ago. We haven't yet had an official launch. We are currently rolling out our DJ roster one week at time. LOTS of surprises in store in coming weeks.

I am the creative director and am currently running a lot of it, while Catherine Grenfell is the station manager and is in charge of music and important things.

‘The Eye’ is an intriguing name - what’s the story behind it?

Nice question! We were never originally going to be called The Eye, but the name came to me one day and I couldn't shake it. I didn't really like it at first, but it just kept tugging my shirt sleeve and I couldn't forget about it.

I like it because it's powerful, it's memorable and simple, but it's also a little bit mysterious. It also perfectly encapsulates the broader vision of what our content is all about. Watch this space.

Why was The Eye launched?

I feel that brands are struggling to justify radio spend - radio costs are going up while listenership is going down and engagement is even lower. The Eye is a low cost radio alternative that is highly focussed and targeted on genuine organic engagement through aggressive content strategies.

We can get highly targeted engagement for a fraction of the cost and so are a much better option for brands who are looking for penetration.

What sets The Eye apart from everyone else?

Just cool shows by cool people.

On a personal note, I feel that mainstream media has really let down the youth market in this country. There are few on-air personalities that you can really get behind that are genuinely dedicated to speaking the truth and having principles that they abide by and pushing this country forward in the right direction, despite the constant mayhem and confusion.

Radio is a powerful and important medium that can create mass positive change in South Africa but I think this has been forgotten. Our position is to get our hands dirty by giving amazing people a platform to have conversations in the youth space that no one else is having.

What platforms is The Eye available on?

Currently www.theeye.tv as well as the TuneIn radio app.

Is there anything else you’d like to tell us about The Eye that we haven’t covered?

Yes, but I’m sworn to secrecy. Follow us on Facebook or Twitter to find out who the next hosts are each week. I guarantee you will be surprised!

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