IT company tunes into the needs of local radio

Sahara Computers, the Midrand-based information and communications technology (ICT) company, has responded to a call for support from local community radio station Midrand Community Radio (MCR).

MCR is a non-profit station located on the frequency 92.7fm established to serve the greater Midrand area. Sahara Computers recently donated IT equipment to assist with the radio station's broadcasts.

One of the donated PCs has been installed and is in use at the station's studio in Midway Mews.

"This has resulted in us being able to broadcast and store our playlist of 12 500 tracks of music," explains Elizabeth Lee Ming, marketing and advertising manager at MCR. "This is 12 times more than any other commercial station and allows us to provide our listeners with a varied and wide selection of music. The Sahara computer that we received has the capacity to store this vast selection of music with ease."

The station will use another PC as part of its Club 25 School Challenge, which, says Lee Ming, will help generate further interest and additional support.

According to ICASA regulations, the station must qualify for and operate in accordance with a community licence.

The station is eager to partner with local businesses to help keep its service on air.

"As ICASA wants to see that we can be sustainable, we rely on the support that we receive from our corporate partners, like Sahara Holdings (Pty) Ltd. This goes a long way in ensuring we are able to broadcast and offer the community a very valuable service. Our goal is to raise the profile of community radio and to impress the value that community radio adds and has to play in Midrand. Our board is made up of predominantly female members of all races and cultures and is representative of the Midrand community," adds Lee Ming.

The sponsorship forms part of Sahara's ongoing commitment towards its corporate social responsibility programme and demonstrates the extent to which technology can and does make a difference.

"We are very proud to be associated with Midrand Community Radio. The station has a vested interest in helping to build the community and we share this vision and objective. Technology is first and foremost an enabler; it connects people who share similar visions. We look forward to the relationship going forward," says Gary Naidoo, deputy MD of Sahara.