YFM, was introduced 20 years ago into the South African media landscape as the official platform for the voice of youth in Gauteng. The platform has always been synonymous with trendsetting in urban youth culture, developing and nurturing talent that have become icons in the eyes of young people and beyond.
YFM recognises that in the last two decades, the South African landscape has drastically changed and with it, the media landscape and youth culture have evolved. Being a station that caters for the young at heart, YFM understands that the market needs to be catered to in a new dynamic way and we are evolving to serve that purpose.
Young people in the country are now experiencing different challenges from 20 years ago. They are finding it difficult to be heard as individuals, to define who they are, to fully believe in their abilities and reach their full potential.
Remembering that the youth of the country have changed the past to define the present, YFM believes that young people remain the key to defining the future.
“Our listeners need to believe that they can change their immediate circumstances, their perceptions of themselves and revel in their ability to stand out. They are more powerful than they know and YFM fully understands this”, says newly appointed Managing Director, Haseena Cassim.
This belief is what has led to the station’s vision and mantra for the year to BElieve in YOUrself - #BEYOU.
In executing our belief and vision for YFM and young people, YFM’s Programming Manager, Tumelo Diaho-Monaheng has lined up the personalities that will represent, lead and entertain our audience, while continuing to break new music.
Following the reshuffle in October 2017, Y Mornings will continue to be hosted by the ever-entertaining DJ Ankletap from 05:00 to 09:00;
The passionate Khutso Theledi will follow breakfast from 09:00 to 12:00 with Krunch ‘till Lunch;
Lunch will be served from 12:00 to 15:00 weekdays by the talented and energetic Nia Brown on the Nia Brown Shakedown;
DJ Sabby takes you home with The Best Drive from 15:00 to 19:00, with YTKO being extended for an extra 20 minutes from 18:00;
YFM is excited to welcome a new breed of dynamism in the form of Cape Town born Carissa Cupido, who will host Run This Town from 19:00 -22:00 Monday to Thursday;
The slot that excites the station the most, is the introduction of Y Talks hosted by award winning Debater, Oliver Dickson, on Tuesday nights from 22:00 to 24:00. Y Talks is the official platform that gives the “Voice to Young People”, which will address all topical discussions relevant to the audience.
“The refreshed line-up, launching on 3 April 2018, is a representation of the leading, inspiring and relevant voices of young people in the country. The content will be curated by young people who share the same environments as the audience they engage with.” says Diaho-Monaheng. Our invitation to the audience is “come to us as you are, we are in the same headspace as you. There is no judgement; this is the only place that you will totally be free to express yourself. Believe in yourself. Be you!” he adds.
Lastly, the station bids farewell to Smash Afrika, Melo Maoka and DJ @Large. The Station wishes them well on their future ventures.