SABC’s new youth radio station, truFM, launched on 2 April. The station is built on the foundations of the much loved yet outdated CKI FM. The new target listeners are predominantly black, peri-urban youth (16-34) with a 50/50 gender split. truFM has shaken out the cobwebs of the previous gospel-focused CKI FM in order to please and empower the under-served youth of the sleepy Eastern Cape. truFM aims to later extend its broadcasts beyond the Eastern Cape region through transmitter expansion.

The programming caters for the youth market with a host of fresh, vibrant presenters who relate to the peer-to-peer approach and relevance of truFM to its new audience. The programme offering provides full spectrum programming filled with hip, buoyant lingo. The station differs from others in the SABC PBS stable in that it is the only station primarily targeting the youth with two languages of broadcast; Xhosa and English. This provides the youth with a platform to express themselves, engage with each other and interact with the rest of the world. truFM intends to become an integral part of the day-to-day lives of these young people. truFM’s mandate is to empower the youth to realise their dreams by being a constant companion, and a reminder for the Eastern Cape youth to celebrate who they are.

Reasons to believe in the truFM brand include the young DJ line-up; hip music format; exciting CSI programmes and well-organised, high quality events.