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COMMUNICATION CHANNELS

Boost for radio in Africa as new service for radio stations launches

By our News Team | 2022

News and press releases in audio format will be distributed to all major radio stations on the continent for the first time.

While many African marketers and communications professionals are focusing increasingly on digital channels to tap into the continent’s consumers, radio remains a cost-effective and near-ubiquitous way to reach people.

To coincide with World Radio Day held yesterday (Sunday), APO Group – the Pan-African communications consultancy and press release distribution service – has announced the launch of Radio News Release. It is claimed to be the first Pan-African news distribution service dedicated to soundbites and audio clips.

According to APO, its extensive media database of more than 450.000 journalists reporting on Africa, along with the company’s recent partnership with the African Union of Broadcasting (AUB), means it will be able to provide soundbites to all the major radio stations on the continent.

Communication Channels

Photo by Budgeron Bach from Pexels

“Radios are affordable and portable, and millions of Africans rely on them to stay up-to-date with what is happening in their communities, countries and around the world,” APO Group says.

Quoting data from the African Union, the company notes that more than a third of African adults cannot read or write, so radio is an essential form of mass communication across the continent. And while the rest of the world takes online news for granted, in Africa only 43% of people have access to the internet.

A crucial part of the African media landscape

Against this backdrop, the only way to reach huge numbers of African people is via their radios.   

“Radio forms an absolutely crucial part of the African mass-media landscape,” said APO Group Founder and Chairman, Nicolas Pompigne-Mognard. “Radio News Release provides radio stations with a quality feed of Africa-related soundbites and audio files which will help them deliver key stories into the heart of African communities.”

For radio stations, soundbites distributed by the company are available free of charge. Quotes from prominent business figures, updates from African governments, and vital news from public institutions are carried by Radio News Release in broadcast quality so they can be incorporated into news broadcasts quickly and easily.

“Radio stations represent a hugely significant and largely untapped cross-section of the African media landscape,” says Grégoire Ndjaka, CEO of the African Union of Broadcasting (AUB).

“By offering a rich variety of audio news content for free, APO Group is delivering content to radio broadcasters in the exact format they need. No-one has ever offered a service like this to African radio stations before, and it is enabling them to broadcast some of the best sports, business and technology stories to millions of African people for the very first time.”

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