Radio YFM

YFM is not just a radio station; it is the flagship of the Y brand, which also includes Y Mag and Y World. Our listeners consistently tell us that we are more than just a radio station - we are a lifestyle, a culture, and an integral part of their lives. Because of this, YFM is constantly changing and evolving to represent and inspire the lives of young people.

In terms of format, 99.2 YFM is a contemporary urban hit radio station that plays a mix of R&B, hip-hop, kwaito, house, pop, and ragga. Our content consists of 75% music and 25% talk, with hourly news updates from 6 am to 6 pm, specialized current affairs and business slots, and sports news every day. At least 50% of our playlist consists of South African music.

Our target audience is affluent or aspirational urban youth aged 14-30. They are imaginative, curious, and ambitious, always seeking ways to improve their lives and their communities. They lead fast-paced lives, pursuing careers, education, and new opportunities. 73% of our audience falls under LSM 6-10, indicating their higher socio-economic status.

In terms of listenership, YFM reached 1.2 million listeners over the past seven days (as of February 2008).

Our presenters are mostly vibrant and talented twenty-somethings who are involved in various roles in the entertainment industry. They are producers, actors, actresses, models, musicians, DJs, and comedians, ensuring that they stay up to date with the latest developments in youth culture. YFM recognizes the growing influence of women in society and employs more female presenters than any other commercial radio station.

Our presenters are not just commentators; they are active participants in creating South Africa's vibrant urban culture. They are not only creators but also influencers within our society.