Abstract:
This is a qualitative comparative study on sustainability challenges facing the community
radio sector in Limpopo Province, South Africa. The study explores and determines
community radio’s social acceptance to target communities, identifies its fundraising and
marketing strategies, and evaluates its governance and management policies. The research
draws from theories of community development and mass communication, namely:
development theory and participant media theory. Detailed literature review, focus group
discussion, in-depth interviews, and analyses of archival records and institutional documents
were used as research methods. The case study purports that the quality of a community radio
service is often a product of its resources. Furthermore, it appreciates the open access
approach to broadcasting as fulfilling the original and moral imperative of community radio.
However, it views sustainability issues, more specifically financial resources, as having far
reaching effects on the sector’s independence and the ability to fulfill its functions.
Often in community radio, the concept of sustainability tends to be narrowly used to refer to
financial sustainability alone. The conclusions drawn from the comparative study of three
community radio stations, namely: Botlokwa, Mohodi and Radio Turf reveal that a
comprehensive approach to sustainability should recognise the role of social, organisational
and financial aspects of the medium. Despite marked progress with respect to social
acceptance, more innovative marketing and fundraising strategies, appropriate organisational
and management policies in the sector are essential. In their absence, community radio
continues to lack access to a fair share of resources and can barely raise funds to meet its
obligations. Consequently, poor performance in community radio is largely attributable to
sustainability challenges, particularly in rural communities where resources are often scarce
as compared to urban centres.
