Sustainability challenges facing community radio: a comparative study of three community radio stations in Limpopo Province.

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.