At MediaHeads 360 we often encounter inspiring stories within the broadcast industry. This Women’s Month, we shine a spotlight on one such woman. Her journey is a testament to the power and influence women can wield in a male-dominated field. Her story is one of resilience, leadership, and community empowerment.
Meet Nothando Sibiya.
In the heart of downtown Pietermaritzburg, across the road from the historic City Hall building, we find her, the Station Manager of Umgungundlovu FM, in the production studio wrapping up an on-air talent meeting.
During a walk-through of the station one can feel the energy and pace of a community radio station that engages their community and connects with the audience using local relevance and language. Talking to the Presenters and Staff, it clear that Nothando is a driving force at the station and a great part of their current success and operational excellence.
The community radio environment is often seen as a challenging model in the broadcasting sector. From compliance, training, staff, technical and finance, there is never a day that doesn’t require knowledge, skill, a contact network, understanding and patience. Nothando packs all of these and a splash of entrepreneurial flair too!
Having joined the station as a Sales and Marketing Manager when it started thirteen years ago, she slowly and methodically learnt the intricacies of the community radio environment. Before starting her radio journey, Nothando interned at the Communications Department in the office of the KZN Premier. As a graduate of Politics and Media, she also has an Honours Degree in Media and Cultural studies. With a strong academic background and a keen sense of wanting to achieve, she believes mentorship is key. Nothando sites former station manager and founding member of Umgungundlovu FM, Muzi Sibiya, as a pivotal source of her exposure in understating the essence and role of a community broadcaster as well as mentoring her in the daily management of station operations.
Nothando is responsible for a staff of more than thirty people, all resident of the greater Pietermaritzburg area. She speaks openly about wanting to create a more sustainable future for those who work at the station from training, skills development, and improved wages. In the room next to the studio where we are chatting, the news team are working on their diary for the week. There are two students from Rhodes Journalism currently doing practical hours in the newsroom and she notes that the station is seen as a good training ground for isi-Zulu speaking broadcasters, many who are now at commercial stations in KwaZulu-Natal and at the SABC.
With a learned experience and formal training, marketing and sales are a key area of focus for Nothando. Having built up a network of local clients over several years, the station balances sales, trade and good-will to the benefit of their audience. Their outside broadcast unit is an excellent example of leveraging brand power, audience affinity and commercial imperatives. Nothando shares that the station does at least two OBs in a month, sometimes they are facilitating a live feed from the legislator (where they wheel their equipment across the road) and at other times their team is connecting with their audience in settlements around Maritzburg.
“It’s always busy here, even weekends” says Nothando, yet she still finds time to embrace family and the beauty of her environment. From fitness, fashion, and family, she describes her love of the old architecture in the area and opportunities to connect with other creatives in the community. With an eye for fashion, her entrepreneurial edge has allowed her to grow an on-line fashion outlet. Her venture is on Instagram where she sources unique items and pieces, selling to customers across the country, when she’s not helping grow her community, one broadcast at a time!
As we celebrate Woman’s Month, it’s pleasing to acknowledge those who put the Femme in FM!