North West FM's "Proudly South African" music Thursdays concept is about playing local music, conducting more interviews with local artists and at times presenting live in-studio music performances.
With this concept, the station is responding to an old outcry by artists that radio stations were not promoting local music.
The station's head of programming, Pat Cash, said North West FM was not breaking any rules by exceeding the Independent Communications Authority of SA's (Icasa) prescribed quota of 30% local and 70% international music per day.
He said anyone who was playing less than 30% local music was breaking the law. "In fact, we are doing more than what Icasa asked us to do. We have been playing more than 30% of local music," said Cash, who was born Patrick Guma.
"The difference is that on Thursdays, we do much more than is required by our licence conditions. It is also possible that we have, on a regular basis, exceeded the requirement of 30% local music."
Cash said there was an untested perception that the reason there was no 100% local music station was because people did not appreciate local music. "I say, what have we got to lose by being ourselves for one day?" he asked. He said the station had also dedicated itself to unearthing and supporting upcoming gospel stars in the province.
Source: Sowetan, via I-Net Bridge
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