Mpumalanga-based radio station, Ligwalagwala FM, has repositioned itself – with a new DJ line up; a new brand campaign; a new logo; and a new website.

The re-launch was celebrated in style on 5 April in Nelspruit Showground’s, with 45 top national South African artists.

Ligwalagwala FM has been broadcasting for 26 years, and was previously known as Radio Swazi, targeting the SiSwati speaking people. The name ligwalagwala, which means “loerie bird” was adopted in 1996, after the SABC repositioned Public Service radio stations. African language service radio stations have always suffered negative perception of being backward, rural and not innovative. 10 years later, Ligwalagwala FM, which broadcast in Mpumalanga, Limpopo, KZN, North West and Gauteng, boasts a listenership of 1 498 000 people.

“As a public service radio station we have a mandate to broadcast for total citizen empowerment (restoration of human dignity and correcting the imbalances of the past), we are also the custodian of culture and language! Our content must reflect South Africa’s landscape; it must be informative, entertaining and educating and at the same time on the cutting edge of new technology”, says Station Manager, Rio Mabunda.

The station’s new brand campaign depicts the everyday life of the listeners. The new positioning is about a positive afro-urban lifestyle without apology. It’s a group of people who live in a modern society without shedding their traditional values. The brand campaign pay off line is “Injalo lentfo” or “the way things are”.

On air- the station has brought in top talent from the entertainment industry, Kedebone Mkhabela also known as ‘Lady K” former SABC1 presenter will co-host the midday show(12:00-15:00), Hlengiwe Nkosi current presenter for TV programme SeSkhona joins; Given Mathabela formerly with BCR will be hosting the “Play” with SAMA nominee DJ Sdunkero on Saturdays (18h00-21h00)and Mike “Sweet Mike” Singwane formerly with a commercial station hosts the (12H00-15H00) Saturday.

“We have identified key personalities that will enhance the current on air offering, and also empowered some of our hard working DJ’s like Wiseman Matsebula and Buhle Ndlovu “Drama Queen” who now have new slots” says Ntfonjana Dlamini Programmes Manager.

For more information, contact (013) 759-6617 or [email protected]. To visit the Ligwalagwala FM website, go to www.ligwalagwalafm.co.za.