The third part of our Tuned into FM series continues our conversation with women leaders in radio broadcasting. Unlocking the potential of technology, understanding personal drive and the value of training are areas that drive the conversation. MediaHeads 360 Creative Consultant and Audio Ambassador, Tim Zunckel, speaks to the FeMales of FM as we continue to celebrate Women’s Month.
Two women at the helm of quite different stations are shaping how radio navigates its next chapter. Lois O’Brien, Chief Executive of Cape Town’s Smile FM, and Kina Nhlengethwa, Business Manager of Metro FM, represent two successful stations. One leading a feel-good adult contemporary brand in a crowded, primary, market, the other steering a flagship national station under the SABC umbrella.
Their paths into radio management and leadership couldn’t be more different. O’Brien arrived in broadcasting after careers in advertising and publishing, while Nhlengethwa joined the SABC fresh out of university and has grown within its structures. Yet when they speak about the challenges and opportunities facing the industry, their perspectives converge around three themes. The presence of technologies, innovative creativity and the urgent need to train the next generation.
The Impact of Technology
Lois O’Brien knows what it means to be blindsided by technology.
“When I was running Map Studio, if someone had told me Google would take over our business, I’d have laughed. They didn’t even exist at the time. And in a short space of time, they wiped out the map industry.”
That experience has shaped how she views radio’s digital transition. Streaming, social media, and online video aren’t threats to O’Brien and her Team at Smile and she actively encourages conversation between her staff around changes they are seeing.
“Radio won’t have a single tipping point like maps did. Technology is always going to be part of it, and we must embrace it,” she says.
O’Brien sees digital platforms as amplifiers, not competitors. For her, podcasts, streaming apps, and on-demand audio add layers of connection that traditional FM alone cannot achieve. “We need to be wherever the listener is,” she explains, “and technology gives us that reach.”
For Kina Nhlengethwa, the test of adaptability right now is artificial intelligence.
“AI isn’t here to replace us. We must look at what it brings and use it to do better. But if I don’t keep learning, then a younger person who understands the tools will overtake me. That’s why I believe strongly in continual learning. I need t to stay sharp and competitive to help guide my team at an interesting time in our business”.
Metro FM, she notes, is exploring how to integrate AI into workflows without losing the soul of the station. Automated scheduling and data analytics may streamline processes, but they cannot replicate what makes radio work. Credibility, relatability, and authenticity. Metro is a legacy brand deeply rooted in universal access and the history of South Africa, and the station has a responsibility to keep the trust of audiences and advertisers alike.
Creativity as Currency
In Cape Town’s crowded radio market, Smile FM has had to punch above its weight. For O’Brien, creativity is one of the ways they’ve established themselves as a credible platform. Combined with an omni-channel mindset and a solutions driven approach, the station has created interesting possibility for clients while entertaining listeners.
“We’re nimble and hungry. We pride ourselves on delivering innovative, often non-traditional radio solutions for clients. We go the extra mile, and I honestly believe we deliver far beyond bigger competitors.”
Smile’s campaigns have included bespoke branded content, immersive live broadcasts, and playful social media integrations that turn listeners into co-creators. In O’Brien’s view, creativity is not about budgets but about mindset. It is the ability to surprise, delight, and innovate.
At Metro FM, Nhlengethwa fosters creativity through presence and collaboration with her team.
“I’m a very present leader. I sit with my team every day. We brainstorm, we chat, and no idea is dismissed. Even without agency budgets, we push ourselves to come up with ideas that engage audiences. That’s what drives creativity.”
This creativity is reflected in Metro’s signature music events and youth-driven content, where fresh ideas translate into audience loyalty and brand equity. It’s not just about filling presenter schedules and playing music. It’s about tapping into the psyche of the audience and creating cultural moments that resonate with millions.
For both leaders, creativity is more than a campaign tactic. It is part of the operational mindset and team dynamic that allows future growth, the building of community and turning advertisers into long-term partners.
Measuring the Magic
But how do you know when creativity is working?
For O’Brien, the proof is in client satisfaction.
“We get incredible feedback from clients who say from briefing to execution, the process was remarkable. For me, we need to stay focussed from the first meeting to final delivery, we pull together to make sure everything lands perfectly.”
For Nhlengethwa, digital platforms make measuring the impact immediate.
“On social media, you can see instantly if it’s working. Engagement tells you everything. And when clients buy into our ideas, that’s another sign. Participation from audiences, that’s when I know we’re on the right track.” Nhlengethwa references the active event schedule that Metro FM has. “When we ask the audience ask to support us, to show up and to participate, they do. They tell us what they loved and where we can improve.”
Both leaders agree that the magic of radio lies in combining instinct with data. Technology creates touchpoints that paint clear pictures for the industry to use and to shape their product offerings.
The Training Gap
If there’s one area where both O’Brien and Nhlengethwa resonate loudly, it’s training. The radio industry, they argue, is not doing enough to cultivate the next generation of talent.
O’Brien doesn’t mince her words:
“The biggest challenge in radio is that we don’t collaborate enough to make the business attractive. We should be fighting to show young people how sexy this industry can be. Right now, there isn’t enough investment in training, and the industry risks losing talent to other platforms.”
She believes partnerships with universities, industry academies, and even cross-media collaborations could help reposition radio as a dynamic career path.
Nhlengethwa agrees that the gap is real and personal.
“Learning is critical. If you don’t learn, you can’t compete. The media industry is moving so fast, and if we don’t close the training gap, radio won’t keep up.”
To lead by example, she is currently studying towards her Doctorate, proving to her team that curiosity and growth are non-negotiable in today’s environment. For her, mentorship is also central: “Young professionals need guidance and space to grow. If we don’t create that space, the industry won’t survive.”
Both leaders display an incredible personal energy.
O’Brien enjoys the variety of what Cape Town has to offer and points to a healthy work life balance as a key element in her ability to be an effective leader. Quality time with friends and family are important to her, and she often references that value of personal engagement and the warmth of genuine connections. With a pragmatic approach O’Brien says, “Technology is wonderful, but it must never replace the personal touch.”
Nhlengethwa is deeply spiritual and seeks wisdom and guidance in prayer. She grew up listening to Bob Mabena and I’m struck by her passion for growth and improvement. “The day we stop learning is the day we lose. We must keep moving forward.”
Lois O’Brien and Kina Nhlengethwa remind us that media leadership requires passion, skill and insight. As technology reshapes the industry, both leaders highlight a clear roadmap: embrace innovation, foster creativity, and prioritise training.