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Yfm is more than a radio station. It is the flagship of the Y Brand also represented by Y World. Our listeners continuously tell us that we are a lifestyle, we are a culture, and we are an integral part of their lives. For that reason, YFM is always changing and evolving to represent and inspire the lives of young people.
99.2 Yfm is a Contemporary Urban Hit radio station playing a mixture of R&B, hip-hop, kwaito, house, pop, and ragga with 75% music and 25% talk. News every hour 6 am to 6 pm with specialised current affairs and business slots. Sports news 7 days a week. South African music constitutes at least 50% of its playlist.
99.2 Yfm targets and attracts affluent or aspirational urban youth aged 14-30. They are imaginative, curious and ambitious. They are continuously seeking new ways to improve their lives and their communities so that they are able to lead successful and rewarding lives. Always on the move pursuing careers, education and new opportunities they lead fast-paced lives. 73% of Yfm’s audience is LSM 6-10.
1.4-million (RAMS Jun 2009)
The majority of our presenters are vibrant, talented, twenty-somethings. Most of them occupy multiple roles in the entertainment industry as producers, actors, actresses, models, musicians, DJs and comedians. These multiple roles ensure that they are completely in touch with the latest developments in youth culture. Recognizing the rapidly growing social and economic power of women in our society, YFM employs more female presenters than any other commercial radio station.
YFM presenters are active participants in creating South Africa’s vibrant urban culture. They are not just commentators they are creators.
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