The SABC Succeeds in achieving its values and mission

BY-LINE..ERNEST WAKA KHONDHAZI

 

Munghana Lonene FM, or MLFM, is a Tsonga language radio station broadcasting at 89.4-103.2 MHz in South Africa. In English, "Munghana Lonene" means "my true friend." Munghana Lonene FM is geared to listeners who understand Xi-Tsonga-Xinchangana.

MLFM is branded as an "infotainment" radio station with a 50% split of music and talk. It offers an interactive environment with its listeners, providing a mixture of news, music, current affairs, talk shows, education, sport, weather and traffic. The music repertoire consists of Jazz, R&B, Kwaito, House, Gospel music and African music. MLFM's broadcast area includes Gauteng, Limpopo, and eastern Mpumalanga.

.Munghana Lonene FM has an average of 925 000 listeners per day and broadcasts in Xitsonga The station has been positioned to reach audiences within the LSM 4-8, 25-49 year-old market living in Metropolitan and rural African communities.

Radio establishment: the SABC was established by an Act of Parliament in 1936 taking over from the African Broadcasting Company which had been responsible for some of the first radio broadcasts in South Africa in the 1920s. The SABC established services in what were then the country's official languages, English and Afrikaans, with broadcasts in ethnic languages such as Zulu, Xhosa, Sesotho and Tswana following later.

In 1996, the SABC and its services were restructured to better serve and reflect the fresh democratic society of post-1994 South Africa – moth-balling many Afrikaans language programmes.

SABC to encourage the development of South African expression by providing, in the official languages, a wide range of programming that:

• Reflects South African attitudes, opinions, ideas, values and artistic creativity

• Displays South African talent in educational and entertaining programmes

• Offers a plurality of views and a variety of news, information and analysis from a South African point of view.

• Advances the national and public interest. The SABC's powers and functions, as well as its rights and obligations, are derived from a number of sources: legislation, the Charter, the licence conditions of each SABC station and channel, and regulations issued by ICASA from time to time, including the Code of Conduct for Broadcasters set by the BCCSA.

The SABC has mission, values and vision, which all 18 radio stations are bound to follow or meet. This means all the station should have good presenters and equipments to attain these three aspects.

Vision

Broadcasting for Total Citizen Empowerment

Mission

To be a:

• People centred

• Content driven

• Technology enabled

• Strategically focussed

• Sustainable Public Service Broadcaster

Values

• Conversations and Partnerships

• Restoration and Dignity

• Building a Common Future.

Under vision Munghana lonene fm broadcasts for total citizen empowerment and has programmes that empower people. These programmes can empower educationally, or based on real general life and raising children. Some of these programmes are Gingirakani and Tidyonzo.

With mission here Munghana Lonene fm is people centred; it presents news and entertainment which is accurate to the listeners. This news and entertainment may suitable for old people, youth and/or for children. These programmes are called Pfukani, Tiko a xietleli and Vatshwa va hleva. Pfukani which deals with children, it does this by offering children‘s debate about safe playing and way to choose right pals.

For old people there is Tiko a Xietleli, which is the current affairs programme. This programme offers News bulletins, Weather, Mozambique news update, financial indicators, actuality and Sport update.

. It is very much informative because they present status quo news. This programme is also good time slot because it plays at the prime time which is 18:00pm to 19:00pm.

Vansthwa va hleva is a programme typically for youth because it is about love life. This programme discusses STIs (sexual transmitted infections), love and education, university life, management of family and other related matters.

Content driven, it is content driven because it plays music at the correct time for correct people for ta Xitsonga on Wednesday and Saturday. They play this music on mid week for old people and for unemployed young people. Saturday for students and workers who will be on weekend by then time.

Technology enabled

PHOTO: DJ Brian at studio. from google.com

The RBF (radio broadcast facilities) it has good and adequate facilities.Listeners may listen to the station online which means even if a person is in china, USA, Britain you may still listen to it. MLFM has web site which is www.munghanalonenefm.co.za.

In most of the programmes presenters read the tweets, Facebook comments and E-mail messages. Programmes such Phaphama, Mphensamhpensa, Dzumba na mina and Tiko a xietleli have these electronic channels. The problem can be that listeners do send their view points and sometimes birth day wishes but presenter does not read it.

Strategically focussed, Munghana Lonene fm is focussed because the overall aim is to build peaceful united Republic of South Africa.

SABC also aimed at earning value to the people and the station.

Value

Conversations and partnerships gives value to the people SABC station and may be garnered the conversations and partnership. This can be done in different tactics. Radio programme is one of the vital aspects because that is where people meet and talk about beneficial things or matters. Munghana Lonene has Afrika wa Vulavula as programme to meet this value. This is good because when people engage in a confabulation, they start to help one another, sometimes without knowing that they are helping. Limpopo combo is one of the partners with munghana lonene. Greater Giyani municipality is as well partner with MLFM.

Restoration and dignity, at Munghana Lonene fm Ripfumelo ra Dzavuko gives time to young people to comprehend dignity which Tsonga people and any one should be treated with. Other tribes know Tsonga people as respectful and politeness because of this program. Human Dignity the SABC Munghana Lonene fm respects the inherent dignity of all South Africans, reflects them in all their diversity, and does not use language or images that convey stereotypical or prejudiced notions of South Africa’s races, cultures and sexes.

Building a common future; phofula is great epitome for this aspect, this is because concerned people about their families call the presenter and tell him their problem, and then he reads it on air. People start to call and suggest possible solutions to the matter or problem. This may be good or bad because it may as well teach people to destroy people’s families. For example topic bad is to heat on your wife or husband. Some people may find ways to destroy their families.

Succeeds in achieving its values and mission

SABC does achieve its values and mission because Munghana lonene fm has qualities such as integrity, transparency and human dignity it gives to Tsonga people. It succeeds because The SABC revenues money that they use to improve and compete against commercial radio station such as Cape talk 567 and 702.

REFERENCES

www.google.com

www.wikipeadia.com

www.munghanalonenefm.co.za

Introduction to communication