East Coast Radio announces new line-up

The station's new Breakfast Show will be vastly different to any show currently on South African radio. In line with international trends, the six to nine morning show will no longer be dominated by a single personality. As from Monday 31 May 2004, East Coasters can eat their breakfast, brush their teeth and drive to work, while they enjoy the interplay amongst four very different, highly charismatic personalities – Jane Linley, Mel Massyn, Makhosi Khoza and Lev David.

The man behind East Coast Radio's programming strategy, Gavin Meiring, explains the thinking behind the new show: "It's been successfully implemented by stations similar to ours overseas where there's a move away from the one-man show with content driven by a single host's opinion and perspective. There's just so much more that can be done with multiple presenters - in addition to their interaction with listeners, the hosts interaction with each other brings a whole new dimension to the on-air experience. The dynamic is similar to the one keeping viewers addicted to long-running television soap operas. We're creating something bigger than a series of isolated three-hour shows. With these four characters we hope to build a sense of continuity and give listeners characters they can relate to and follow through various experiences," says Meiring.

Dave Guselli's familiar voice will be heard earlier in the day as he takes over the 9 to 12 time-slot. He will be bringing his affable personality to the start of the 'WorkZone.'
The lovely Sorisha Naidoo will be moving from her weekend show to the weekday early evening from 6 to 9pm.

There will be a dynamic new Weekend Wake Up as Lotus's Afternoon Drive DJ, Neville Pillay teams up with Thando Makhunga, currently one of East Coast Radio's Breakfast Bunch.

"We benchmark ourselves according to international trends and standards and, to stay ahead of the pack, especially in radio, we have to challenge the age-old, tried-and-tested formulas," says East Coast Radio CEO Trish Taylor.