RAINBOW FM 90.7

VISION:

Through broadcasting we will be a welcome visitor in every conversation that will put the name of Jesus Christ on every one’s lip and ear by serving and developing the community through partnership programmes.

 

RAINBOW FM MISSION:

FM 90.7 is a sustainable Community Radio station that serves the community and clients through excellence in broadcasting. The radio station is the vision of Mr. Humphrey Birkenstock, our current CEO.

As a channel of information, education and entertainment we celebrate the joyful message of reconciliation, healing and hope through Jesus Christ.

Our approach emphasizes compelling values for all our listeners that will be inspired by highly motivated, diverse, skilled and talented individuals and teams.

We are dedicated to serving all our listeners in the West Rand, by being the voice for and on behalf of the community.

We are a dedicated conduit for local Government and agencies, to inform and educate our listeners of all information that needs to be channeled to the broader public.

Our mission includes making sure that our listeners are the beneficiaries be it in a home or multipurpose centres, schools, orphanages and community-building programs, feeding schemes, anti-substance abuse initiatives, adult education programs rehabilitation programs, blanket drives or teen and young adult education and skill development endeavors.

 

OBJECTIVES

  1. SUSTAINABILITY
  • Institutional Sustainability – Performance Management
  • Social – Impact in Communities – membership- Community participation
  • Financial Sustainability – Planning – Finance Sourcing

 

  1. COMPLIANCE
  • License conditions
  • Companies act
  • NPO act
  • Sars
  • GAAP

 

  1. COMMUNITY PARTICIPATION
  • Engage
  • Impact (M& E)
  • Accountability/ Report
  • Monitoring and Evaluation

 

  1. SUSTAINABLE DEVELOPMENT
  • Social
  • Environmental
  • Economics

 

TARGET AUDIENCE

The target audience would be the broader community especially the vulnerable, such as women, children as they would benefit most through this investment into the station.

Rainbow FM 90.7 is a community friendly radio station broadcasting 24 hours a day, 7 days a week that caters for all tastes and age groups. As we have to decide on a particular audience profile, Rainbow FM appeals to a target market of the 24-49 years old listener in the LSM categories 4-10. Specific limited programming is aired daily to cater for categories of listeners that fall outside of this description.

Strict attention is paid to program and presenter content to ensure that the tone of programming is smut and innuendo free, ensuring that listeners are not subject to questionable input, unsuitable for any member of the family.

Demographics:

Core Target Market (Age):

28%: 25-35

33%: 36-45

Total Core: 61%: 25-45

Secondary Target Market (Age):

19%: 15-24

20%:  50+

Race:

60%: Black

30%: Colored

10%: Whites and Indians

Gender:

51%: Female

49%: Male

Household Income

90%: R5000-R10999

8%: R11000-R19999

2%: R20000+

Living Standard Measure

90%: LSM 5-7

8%: LSM 6-8

2%: LSM 9-10

 

Product and Service

At Rainbow Community Broadcaster our ethos is to deliver tangible interventions that effects real change in the lives of community members, but more importantly effective change in the entire community, hence our strategy of impacting the lives of multiple individuals.

We cater for 6 languages with English being the main broadcasted language.

The Languages are broken as follows:

English – 45%

isiZulu – 15%

Setswana – 15%

Afrikaans – 15%

Sesotho – 5%

Tshivenda – 5%

Our licensed area of broadcast is to the West Rand in the Gauteng Province which includes Roodepoort, Randfontein, Krugersdorp, Kagiso and Ennerdale in the South.

 

VALUES

In being Christ-like our Values are to display:

  • Faith
  • Wisdom
  • Integrity
  • Compassion
  • Purpose and
  • Excellence in Worship

 

Community Opportunities

Rainbow Community Broadcaster has since inception in 1996 aimed to improve the situation/lives of young persons who are unemployed.

Our offerings to school leavers, journalism and production students:

  • Sales and Marketing workshops
  • Radio skills programme (attendance certificate)
  • Job shadowing
  • News reading and writing
  • Presenting skills
  • Content production
  • In-studio console operation and production

 

We have formally employed many who have gone through our programmes, and they have gone on to commercial broadcasters.

We have a month’s internship programme for those who wish to learn about broadcasting. Most of the interns stay on to become volunteers who we later include on our payroll to receive a monthly stipend.

 

Social Responsibility

 

Rainbow Community Broadcaster has been involved with the following over the past years and it is on-going when we are able to fund it ourselves:

  • Christmas parties for Orphanages and Old Age Homes
  • House building
  • Anti-Substance abuse campaigns
  • CCMA professionals in studio giving on air advice to audience
  • Professional Medical advice
  • NPO/NGO month where we give NPO’s the opportunity to showcase what they do in the community
  • SANBS – In collaboration with the national Blood services we do blood drives
  • Feeding schemes – We buy grocery parcels and hand them to our beneficiaries to hand out to the poorest of poor. This is ongoing when funds are available – We have non-stop traffic through our organization where people are in need, and we cannot always assist everyone
  • Free optometry service to the community in partnership with an optical company
  • Child maintenance advice
  • Youth centre building and development
  • Supporting of Rehabilitation centres