YOH! a station for ’Plain

2018-12-11 06:00
Ricardo De Reuck and Gavin Arends are excited about their new venture, a radio station for Mitchell’s Plain.

Ricardo De Reuck and Gavin Arends are excited about their new venture, a radio station for Mitchell’s Plain.

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For the past five years, the dream of seeing a radio station for Mitchell’s Plain was in the making, and as of 06:00 today, that dream has been realised.

This as YOH Radio has officially taken to the airwaves, bringing a great mix of “all the Cape Flats loves” in a community radio station for Mitchell’s Plain.

The brainchild of radio veteran, Gavin Arends, the station is brought to you in partnership with the Cape Flats YMCA with one goal in mind: uplift the communities of Mitchell’s Plain and the wider Cape Flats, and through facilitated action, improve their overall life experiences.

“I grew up in Mitchell’s Plain so I have a very personal attachment to the area. I am a data analyst by nature and I have done my own research on the radio landscape over the last 20 years. What is standing out is that the closer, smaller and more defined a radio station is, in terms of geographical location, the better they tend to do,” says Arends to People’s Post.

Initiative. The radio station supports this as a marketing arm for anything that is safety related. If you have a beach safety drive, you bring it in as part of the Mitchell’s Plain Safety Initiative and the sation will partner with you and be the mouth piece for the initiative. It is really about promoting and driving safety around Mitchell’s Plain,” says Arends­.

According to the statement, both Arends and De Reuck agree, the two organisations have a number of synergies in their shared values and goals, and both are optimistic that this partnership is able to bring tangible, far-reaching value for Mitchell’s Plain communities and the wider Cape Flats.

They will broadcast from the YMCA premises in Portland and already have a wealth of knowledge backing the station. Arendse, a radio veteran has also been in the business for more than 20 years and has left his job at another radio station to dedicate his time fully to YOH Radio.

They will broadcast predominantly in English, with around 27% Afrikaans and 2-3% isiXhosa.

“DevDonDidIt will also be part of the breakfast show along with me,” says Arends.

“There is a wealth of knowledge. We did not just want to create another radio station with people saying ‘they tried and failed’. In my view community radio has not taken off as it should of and I am very focused, not only on quality of content, but also on quality of delivery and engagement with our community. What we are trying to do in these 45 days is also to start a new model for community radio.”

The radio frequency will reach beyond the borders of Mitchell’s Plain, says Arends.

“Our defined service area is Mitchell’s Plain but our signal will reach into the Cape Flats. Our positioning statement is ‘everything the Cape Flats loves’. We deliberately said this to reach far into the Cape Flats. The socio-economic conditions and issues that are relevant to Mitchell’s Plain are also relevant to other areas around Mitchell’s Plain. Yes we focus here but a solution that works here, could also work in Delft, Athlone or Belhar. We are defined for Mitchell’s Plain but our reach will be all over the Cape Flats,” he says.

“Yoh”, was chosen as the name of the radio station as it resonates with many in Cape Town as an emotive term, acceptable in many circumstances, says Arends.

“When you see a gorgeous guy at high school, the first thing you say is ‘Yoh! What a hunk’. Similarly, when you see a politician that you don’t agree with, you say ‘Yoh, not again’. It stands for nothing, but it means everything. It is an expression of emotion and it really is every and any emotion and appropriate at anytime,” says Arends. “This is what we hope to do with YOH Radio, connect with our audiences on an emotional level because our people, and especially in Mitchell’s Plain are an emotional people. Hence the name YOH Radio, but the idea is that when someone says the word ‘Yoh’, it will trigger something back to the station.”

They started broadcasting on Tuesday and will run programming 24hrs per day with shows including breakfast and drive time that will host promotions and competitions­.


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