Carol Ofori On How The Radio Industry Has Changed In The Last Two Decades And Why Reinvention Is Key To Staying Relevant
Few voices in South African broadcasting have evolved alongside the medium quite like Carol Ofori. With a career spanning over two decades, the award-winning presenter, voice artist, podcaster, author, MC and TV host has seen first-hand how radio has transformed and what it takes to remain relevant in an ever-changing media landscape.
From the days of demo tapes and cold calls to the era of social media and personal branding, Ofori has witnessed, and embraced, the industry’s evolution firsthand. Her journey not only mirrors the broader shifts within radio, but also highlights the resilience and adaptability required to build a lasting career in broadcasting.
“Breaking into radio 20 years ago was a completely different game,” Ofori explains. “There was no social media, no LinkedIn, no easy way to showcase your talent. You had to do your homework, find out who the programme managers were, and then figure out how to get their attention. It took persistence, creativity, and a lot of guts.”
In the early 2000s, aspiring radio personalities relied on demo tapes and CDs, often going to great lengths to ensure their work stood out. Programme managers acted as the ultimate gatekeepers, and getting a foot in the door required not just talent, but ingenuity. As Ofori recalls, crafting a memorable introduction or concept could make all the difference in being noticed.
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Today, the barriers to entry have shifted dramatically. Social media platforms have democratised access to audiences, allowing emerging talent to build their own platforms and showcase their abilities without waiting for traditional approval. While this has opened doors for a new generation of broadcasters, it has also introduced new challenges, particularly for seasoned professionals navigating an increasingly digital-first world.
“Now, anyone can create content and put themselves out there,” says Ofori. “That’s incredibly exciting, but it also means the space is more competitive than ever. For those of us who’ve been in the industry for a long time, it’s about learning, adapting, and finding ways to merge what we know with how things are done now.”
Ofori is a strong advocate for embracing change rather than resisting it. She believes the future of radio lies in blending traditional broadcasting skills with modern platforms, creating a more dynamic and multi-dimensional media presence. It’s an approach she actively embodies, maintaining an engaged presence across social media while continuing to build her on-air legacy.
Her perspective positions her as a leading voice in South African radio, not just because of her longevity, but because of her willingness to evolve. In an industry where relevance is constantly being redefined, Ofori’s career stands as proof that adaptability is just as important as talent.
As radio continues to transform in the digital age, one thing remains clear: the power of authentic storytelling and human connection endures. For broadcasters like Carol Ofori who have successfully navigated both the old and new worlds of media, the future is less about keeping up and more about leading the way.
