Twenty years loud: How The Ultimate stayed true while radio changed around it

For many media houses, surviving 20 years is an achievement. For a youth radio station operating in one of the world’s fastest-changing media environments, it is something even more significant.

This year, The Ultimate Radio celebrates two decades on air — a milestone that reflects not only longevity, but also resilience, adaptation, and consistency in a rapidly evolving broadcasting industry.

Founded in 2006, the public-owned station entered the market with a clear mission: to serve young people and the English-speaking community in Lesotho, audiences that were largely underserved on local airwaves at the time.

“Our core purpose has always been to inform, educate, entertain, and genuinely connect with people, especially those who felt left out,” said Station Director Mapitso Sekete Ts’iu.

While many radio stations were dominated by Sesotho talk programming, Ultimate Radio built its identity around youth culture, contemporary music, English-language presentation, and a modern urban sound that resonated strongly with younger listeners.

Even as other stations shifted direction over time because of financial and commercial pressures, Ultimate Radio maintained its original identity.

“We stayed true to our original mission,” Mapitso explains. “While the world around us has changed a lot, our hearts haven’t.”

That consistency has helped the station remain relevant across generations despite dramatic changes in how audiences consume media.

When Ultimate Radio launched, radio still enjoyed captive audiences. Listeners tuned in at fixed times for entertainment, music, and news. However, smartphones, social media, and streaming platforms completely transformed audience behaviour.

“Suddenly, people weren’t sitting by the radio waiting for their favourite show anymore,” says the station director. “They wanted content when they wanted it.”

The rise of instant news and social media competition forced the station to rethink its approach. The COVID-19 pandemic accelerated that transition further, pushing broadcasters toward digital storytelling, remote production, and online engagement.

Today, Ultimate Radio is embracing what management describes as a “digital-first” future by expanding beyond traditional FM broadcasting into podcasts, streaming, video content, and social media platforms.

Yet management insists that technology alone is not what keeps radio relevant.

“For us, relevance isn’t just about technology – it’s about trust and connection,” says Mapitso.

That philosophy has helped the station position itself not just as a broadcaster, but as an active participant in community and cultural life through initiatives such as the Moshoeshoe Heritage Celebration, Moea Oa Selemo, Back to School campaigns, and Sebabatso events.

For current on-air personality Diboza, the modern listener behaves very differently from past audiences.

“The modern Ultimate Radio listener is far more connected, informed, and interactive than audiences from the past,” he says.

“Young listeners are constantly moving between radio, TikTok, podcasts, YouTube, Instagram, and streaming services, so radio is no longer competing only with other stations. We are competing for attention in a very crowded digital world.”

According to Diboza, modern audiences no longer want passive entertainment.

“What has changed most is that listeners now want to feel part of the conversation,” he explains. “They don’t just consume content; they react to it, challenge it, share it, and shape it in real time.”

That shift has transformed how presenters approach broadcasting. Diboza believes authenticity has become essential, particularly for younger audiences facing unemployment, mental health struggles, identity pressures, and financial hardships.

“Young people today are dealing with real pressures, unemployment, mental health struggles, relationships, identity, finances, and social expectations,” he says. “If radio ignores those realities, it loses credibility.”

He believes successful radio today balances entertainment with meaningful conversations.

“A great radio show should make people laugh, think, and feel understood at the same time.”

For Diboza, this emotional connection is what still separates radio from algorithm-driven platforms.

“Streaming platforms can give people songs, but radio gives them personality, conversation, emotion, and a shared experience.”

He says the role of presenters now extends beyond the microphone.

“Social media is now an extension of the radio studio,” says Diboza. “Radio is no longer just about what happens between the microphones; it’s about building a full community across platforms.”

Founding member Tello Leballo believes the station’s continued relevance proves the original vision was sound.

“The original vision behind Ultimate Radio was to establish a commercially viable radio station that would not only serve its audience with excellence but also become a sustainable revenue-generating asset for government,” says Leballo.

However, the journey was not always smooth. One of the station’s early setbacks came after recruitment requirements changed, forcing management to part ways with talented broadcasters who lacked formal university qualifications.

“It was a difficult period and undoubtedly impacted the station,” Leballo recalls.

Despite those challenges, the station rebuilt itself by nurturing a new generation of broadcasters who embraced its vision.

“It became evident that The Ultimate Radio was gaining momentum and establishing itself as a force to be reckoned with,” he says.

Two decades later, the station’s ambitions now extend far beyond traditional radio frequencies.

“We want to become a true multimedia brand that Basotho are proud of,” says Mapitso. “One that reaches people on radio, online, through podcasts, video, and social platforms.”

As Ultimate Radio marks 20 years on air, its story mirrors the broader evolution of broadcasting itself, from analogue to digital and from scheduled programming to on-demand content.

Yet despite all the transformation, one thing remains unchanged: the station’s determination to stay connected to the people it serves.

Chris Theko

A Professional Communications practitioner with a wealth of expertise in marketing, public speaking, communication and media relations. I believe in learning everyday and improving one’s personal and professional capabilities.

* A former journalist and radio host who is passionate about media and it’s impact on society.