THE STATION

KAYA FM 95.9 reflects the lives of the predominantly black, urban listener between the ages 25 - 49 living in Gauteng. The station broadcasts both music and talk, and this makes it unique from other ICASA approved licences. KAYA FM 95.9 launched in August 1997, and was one of the first new frequencies to be approved for private commercial radio.

KAYA FM 95.9 broadcasts in English on the FM frequency signal 95. (Dot) 9, 24 hours a day, seven days a week. The current listenership stands at 560 000 per average day and 1, 450 000 for the past seven days. The music format offers a diverse and soulful mix of adult contemporary music to smoother sounds like R&B, World, Soul and Jazz.

PROGRAMMING MIX

KAYA FM 95.9 is a rich mix of music, news, sport and topic driven features

FOOTPRINT

Greater Johannesburg Metropolitan area

Northern Boundary: Pretoria boundary

Eastern Boundary: Springs

Southern Boundary: Vanderbijlpark

Western Boundary: Carletonville

AUDIENCE PROFILE OF KAYA FM 95.9

The Kaya FM listener is defined as Afropolitan: a mature, sophisticated, socially conscious individual rooted in heritage and progressive thought leader. The Afropolitan is a self-determining, discerning individual who is well informed and a player in the global environment.

The female Kaya listener is a sophisticated, ambitious and versatile woman with a strong sense of responsibility. Therefore her needs do not differ much from her male counterpart, but although she is very business minded, focusing on money and work, she is also a sensitive person. She is a caring and concerned mother with the well-being of her child/children ever present in her heart and mind - this is a key driver in her work and quest for money and wealth. She is very aware of the needs and welfare of others (her community) and admires people who reach out and uplift others. She is very aware of honesty and sincerity and detests pretentious and fake people and institutions - being real is a very admiral and appealing quality for this Kaya listener.

Demographics

Age

Core Target Market:

33%: 25 - 34

34%: 35 - 49

Total Core: 66%: 25-49

Secondary Target Market:

24%: 15 - 24

9%: 50+

Race

93%: Black

7%: Coloureds; Whites & Indians

Gender

52%: Male

48%: Female

Household Income

33%: R 5,000 - R 10,999

23%: R 11,000 - R 19,999

22%: R 20,000+

Living Standards Measure

63%: LSM 6-8

25%: LSM 9 - 10

88%: Total LSM 6-10

Psychographics

KAYA FM 95.9 listeners are Brand Extrinsic.

They enjoy using particular brands to boost their self image and self confidence.

Most enjoy a liberal attitude and a homely social life.

Soccer, Boxing and Cricket are the top three sports enjoyed.

SO WHY WOULD ONE TUNE INTO KAYA FM 95.9

KAYA is a mindset

KAYA is a vital enhancing formula

KAYA cultivates a well informed audience

KAYA is today's passport to tomorrow's growth

KAYA is a place you can call home

KAYA will be here tomorrow with you

KAYA is African for the African in spirit

KAYA is the home of distinguished, discerning, and decision-makers

KAYA reminds us that we live in a great city

KAYA is home to opinion leaders, shaping the future

KAYA's listeners can grow your business

KAYA is for distinguished business