South Africa, June 23 -- "These tools enhance engagement and ensure sustainability of the platform by moving listeners to respond to advertiser messages," says Algoa FM social media coordinator Siphokazi Peter.

"When I started 35 years ago, radio was something that stood on top of your fridge, in the lounge, or lived in the dashboard of your car," adds Algoa FM managing director Alfie Jay. "Listeners today are platform agnostic in that they can stream Algoa FM through multiple platforms, or just listen to us on their tried and tested free to air FM radios."

This convergence of communication platforms is reflected in the movement of people to Algoa FM's website, which experiences around 3,3 million views a month, from over 790,000 users....