Award-winning broadcaster Carol Ofori has reflected on how South African radio has transformed over the past two decades, saying resilience and adaptability remain essential for long-term success in broadcasting.
Ofori, whose career spans more than 20 years, has worked across radio, television, podcasting and voice artistry. She said breaking into the industry in the early 2000s required persistence and creativity at a time when aspiring presenters relied on demo tapes, CDs and cold calls to reach programme managers.
“Breaking into radio 20 years ago was a completely different game,” Ofori said.
“There was no social media, no LinkedIn, no easy way to showcase your talent. You had to do your homework, find out who the programme managers were, and then figure out how to get their attention.”
She said programme managers acted as gatekeepers, with hopeful broadcasters often needing standout concepts and memorable introductions to secure opportunities.
According to Ofori, the rise of social media has dramatically changed the industry by allowing aspiring broadcasters to build their own audiences and showcase their work independently.
“Now, anyone can create content and put themselves out there,” she said.
While digital platforms have created new opportunities, Ofori noted that they have also made the industry more competitive, particularly for experienced broadcasters adapting to a digital-first environment.
She believes the future of radio lies in combining traditional broadcasting skills with modern media platforms, an approach she has embraced through her continued on-air work and active social media presence.
Ofori said broadcasters who are willing to evolve will remain relevant as the media landscape continues to change, adding that authentic storytelling and human connection still remain at the heart of radio.
IOL
