In view of the above discussion and analysis the author recommends that, first and foremost, the stations must be encouraged to involve the members of the Listeners’ Clubs or the general community in training. The training of community members would help them to understand what is expected of them in terms of programming and financial contribution in particular as joint owners of the stations, and the stations as
vehicles of their own empowerment. This may be done through the formulation of MDDA or/and station policies.
One of the functions of the club is to find means of action. This encourages the members of the club or community to become involved in contributing directly to financial sustainability of the station, while the function of producing radio programmes encourages them to contribute indirectly to the same cause. They have a potential for this. When the researcher spoke to one Alfred Nzo FM listener, she told the researcher that the members of the club used to financially support each other during funeral services, weddings, etc. Similarly, in the village of Lurhala in the Democratic Republic of Congo, a listeners’ club created a solidarity fund to help its members to deal with their daily socio-economic issues (Bailly & Monsieur, 2011:22). Each member makes a weekly contribution in cash or in kind. The fund has grown to an extent that it gives cash advances for ceremonies such as wedding, christenings and funerals (Bailly & Monsieur, 2011:22). The club could therefore indeed raise funds for the station. This practice is closely related to the old “stokvel” practice in Southern Africa that has by now raised the interest of the formal banking sector. (Provide a source)
In the absence of donor funding for these stations, the stations should utilise their associations to secure those funds. Those funds may be used to supplement other sources rather than relying on them as that may have disadvantages, as suggested by the study. The South African community media associations such as National Community Radio Forum (NCRF) and the National Association of Broadcasters (NAB) may be of help in this regard. The former aims to develop and advocate for a model of community radio defined by “control and ownership” by the community. The latter, although rooted in commercial broadcasting interests, has a category of membership for community radio (National Community Radio Forum, 2013 & National Association of Broadcasters, 2013). In the province, there is the Eastern Cape Community Radio Hub that is housed in the Vukani Community Radio building at Cala, which is one of the community radio stations under study. This associations activity and multiplier functions could also become the subject of further study on associations in the Community radio broadcasting sector.
It is recommended that the rural-based community radio stations should benchmark themselves against mainstream radio. Although they are community-based and
should be governed differently, they should devise some means to run themselves in business manner. For instance, when members of the national Portfolio Committee on Communications visited Vukani FM, they discovered that the station is sceptical about the results of the broadly recognised Radio Audience Measurement Survey (RAMS) by the South African Agency for Research Foundation (SAARF); as a result, the station does not use it for determining advertising rates. The station staff should address this challenge, including the implementation of other mechanism, so that the rural-based community radio stations should ultimately become professional in conducting their business, fully community-owned and sustainable in all respects, despite their adverse socio-economic milieu.
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