Paris-based Africa Radio is a lifeline for France’s African diaspora and a important hyperlink in profiling Africa within the nation, providing complete immersion in African tradition, music and data. It has three FM frequencies masking the Île-de-France area and 17 DAB+ frequencies serving the nation’s main cities, together with Lille, Lyon, Marseille, Good, Strasbourg and Toulouse. Final yr, Africa Radio grew to become a part of the radio division of the La Manche Libre media group. Jean-Baptiste Bancaud, managing director of the group’s Normandy-based station Tendance Ouest, took over the helm of Africa Radio on July 1, with Maÿlis Leclerc de Sonis, common supervisor. On this interview, Bancaud discusses the change of possession and the group’s imaginative and prescient and plans for Africa Radio.
RedTech: Why did your group change into desirous about Africa Radio?
Jean-Baptiste Bancaud: That reply begins with the story of friendship between Dominique Guihot, the emblematic director of Africa Radio, and Benoît Leclerc de Sonis, head of a family-owned press group that’s over 80 years previous. Dominique wished to step down and requested us to take over. Like him, we’ve got an actual attachment to Africa. In my view, I had the pleasure of working there for 2 years, which allowed me to witness the inventive energy at work in West Africa. The historical past of this radio station made us need to get entangled, satisfied that there are nonetheless many nice issues to be finished. It’s an actual alternative to transform Africa Radio’s format and provides it new impetus. Whenever you’re enthusiastic about one thing, you’ll be able to’t assist however be enthusiastic a couple of venture like this.
RedTech: How would you outline your venture for Africa Radio?
Bancaud: Tradition, and music specifically, is the perfect “bridge” to assist individuals in France uncover the richness of this numerous continent. We’re establishing a radio station aimed toward everybody, not simply the diaspora. The overall thought is to focus on day-after-day the Africa that creates, produces and innovates. Africa has a inventive capability that’s distinctive on the planet. Afrobeat, for instance, is a very fashionable musical style with an extremely full of life power. We intention to change into a vital hyperlink on this new African music scene. Nevertheless, our venture rests on two legs: Music and data. France wants media to advertise conciliation, even reconciliation, to “stay collectively” higher. Africa Radio is the automobile for this ambition.
RedTech: What modifications have you ever already made on the air?
Bancaud: The modifications had been fairly radical at the beginning of the brand new season. Since Sept. 4, we’ve completely modified the musical format with our programmer, Charles Douchy. It’s now tighter, extra trendy, dynamic and catchy, that includes the exceptional voices of at the moment’s Africa and the icons of Afroculture. We’ve elevated the variety of quick information gadgets and diminished the size of each day interviews, with two highlights — one at 7:45 each morning and one other at 5 p.m. The 7:45 a.m. friends are on the coronary heart of the information — whether or not political, financial, social, cultural or sporting. The 5 p.m. friends are artists, influencers and creators. All these boosting African tradition in France and Africa get behind the microphone. Pure Jingles accomplished and delivered new audio imaging. New voices have additionally joined the present group. We completely need to hold Africa Radio’s founding values whereas providing a program tailored to at the moment’s listening traits.
We completely need to hold Africa Radio’s founding values whereas providing a program tailored to at the moment’s listening traits.
RedTech: What different developments can listeners anticipate?
Bancaud: For the reason that takeover, we’ve been engaged on programming and on-air — our priorities as a result of that’s the place all of it begins. However we’re additionally engaged on creating model consciousness, involving a significant communications marketing campaign from the start of this yr. We’re additionally planning a transfer from the historic studios on rue du Faubourg Saint-Antoine to studios within the Madeleine district. Moreover, we’re finishing up important work on the digital facet, notably on the cell app. We’re lucky to have La Information Firm — a devoted digital company — throughout the group, with the abilities to design tailored websites and functions.
RedTech: How did the workers react to the modifications?
Bancaud: Our dedicated employees have proven themselves to be extremely motivated by our venture, open to the transformation and able to modify work codecs and procedures. The group understands that we’re taking a recent take a look at Africa Radio whereas respecting its values and historical past. Africa Radio used to make use of 5 individuals on everlasting contracts, and that is nonetheless the case, however we’ve got considerably diminished the variety of freelancers and columnists. Pooling primarily considerations administration and assist capabilities reminiscent of programming, administration and communications — not presenters and journalists.
RedTech: What are your monetary targets for the station?
Bancaud: I gained’t give any figures, however the intention is for Africa Radio to be autonomous and never depending on Tendance Ouest. Africa Radio’s state of affairs has been slightly tense because the COVID-19 epidemic, and we need to get it again on a sound monetary footing as shortly as doable. And which means, above all, growing the viewers. It’s all in regards to the viewers. It’s a virtuous circle and a easy equation: If the viewers is there, the funds will comply with. It’s as much as us to supply high quality programming and appeal to new listeners. Our first goal is to return to 100,000 each day listeners as shortly as doable and carry on creating.
Tradition, and music specifically, is the perfect “bridge” to assist individuals in France uncover the richness of this numerous continent. We’re establishing a radio station aimed toward everybody, not simply the diaspora.
RedTech: Africa Radio additionally has a group in Africa and a transmitter in Abidjan. Is the group additionally current there?
Bancaud: Nearly all of the African firm has been taken over by the historic companions, notably Salif Traoré, aka A’Salfo, chief of the Magic System group and entrepreneur who grew to become CEO of Africa Radio in Abidjan, in Côte d’Ivoire, changing founder Dominique Guihot.
We’re nonetheless a part of the board, with common exchanges. The African a part of the enterprise can also be evolving, and our presence there provides us a concrete hyperlink between France and Africa, a relationship that’s each bodily and energetic. Africa Radio additionally has a number of ambition in Africa, and we’re eager to play our half in its growth. We must be a showcase for the continent’s liveliness, a contemporary Africa, far faraway from the simplistic clichés fueled by ignorance.
The creator writes for RedTech’s sister publication La Lettre Professional.
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