On Friday, 13 May 2016, at an elegant luncheon, the Provincial SABC employees came together to embrace the new look and feel of their beloved brand; Lesedi FM, Ke Mollelwa. The staff function, held at PACOFS in Bloemfontein preceded the Gala Dinner for 350 stakeholders held at Emoya Estate same evening. The SABC COO, himself a proud product of Lesedi FM, unveiled the new logo, brand identity and TV commercials.
“Lesedi FM audience are evolving, therefore, it is imperative to spear head progress and not fall behind and risk becoming irrelevant,” said Mr Thabang Tsoenyane (PGM – FS) in his welcome speech.
Lesedi FM Station Manager, Mr Dirara Mokoena expounded that the new slogan; Ke Mollelwa, means ‘favourite brand of choice’ implying the value and great esteem Lesedi FM holds in the hearts and minds of its audiences, their darling of the airwaves. He explained that to get to this new look, meant to retain current audience and attract the new ones, as well increasing the station’s competitive edge, the process entailed thorough research and extensive consultation with cultural experts.
Mr Lesley Ntloko (GE: Radio) elaborated on the new colours of the CI; Brown indicating humble, grounded, richness, nourishment, sustainability and the link to the fertile soil of the Free State Province, the bread basket of the nation. The Basotho hat, ‘Modianyeo’, is a familiar symbol representing the Basotho nation and their undeniable influence on the station. Lastly, the sun rays signify light - Lesedi.
SABC COO, Mr Hlaudi Motsoeneng thanked Lesedi FM for nurturing him and shaping him into the leader he has become today. He challenged staff to be competitive and work together to take the radio station to the next level of becoming an international benchmark.
The Premier of the Free State, Mr Ace Magashule, a staunch Lesedi FM listener himself, made time in his busy schedule to be present at the Gala Dinner. He congratulated the SABC and Lesedi FM for a job well done. The Premier acknowledged the public broadcaster for introducing changes that impact positively on people’s lives.
Issued by: Communications Department
SABC: Free State & Northern Cape Province
