With a current listenership of 550 000, and some of the biggest names in the radio business in its stable, Heart 104.9 looks set to shake up the airwaves in Cape Town. Research has shown that the name P4 had the perception that Heart 104.9 was purely a Jazz station, which it has not being for at least 3 years. The old name also did not have any emotional connection with the target audience and there was a need to find a name or word that indicated and defined who the station really is.
After an exhaustive perceptual study on the station, it's been discovered that more people had strong feelings about the pay off line "The Heart and Soul of Cape Town" than the name P4. It was a natural progression to just lose P4 and incorporate the slogan into the name which is how the station ended up with Heart 104.9, Cape Town Soul.
CEO Gavin Meiring is very clear about one thing: "The unique Selling proposition at this point is that we are a station that cares and has a lot of 'Heart' about the people of Cape Town. The other thing that makes us unique is that we play the music people want to hear, as this has been extensively researched and we have big personalities on the station.
Thus far listeners have been very positive and I am even surprised at how quickly everyone seems to have embraced the new brand. Its funny how only once the name changed, have listeners also now started to notice the small changes we have already made in the music format which again has been nothing but positive.
We are currently on 550 000 listeners on average which has shown a 17% increase year on year in a market that has not shown any growth at all. I envisage that we will start to grow more audiences especially now that people are starting to sample the station. I find that Heart 104.9 truly represents a radio station that Cape Town can be proud of."