This research discusses the basic characteristics of community radio in relation to the types of communities they serve. The researcher focussed on Highway Radio and Radio Maritzburg. They are assessed in terms of their commonalities and differences in ownership, mission, governance, organizational structure and administration systems. One of the main differences between Highway Radio and Radio Maritzburg is the mission for which they were licensed and the type of community they serve. Radio Maritzburg was licensed to serve the geographic community of Pietermaritzburg and its surrounding areas. Its main mission is to create peace and harmony in the community, to encourage local artistic skills, to develop family values and enhance community upliftment through entertainment and educational services. On the other-hand, Highway Radio was licensed as a community of interest radio station to serve the Christian community living in Durban, Pinetown and its surrounding areas. Despite Highway Radio broadcasts different programmes to serve the geographic community, its main mission is to proclaim the Gospel of Christ as a principle function of evangelism and to enhance harmony among the churches. Radio Maritzburg broadcasts the programmes in six languages to cover the diversified linguistic groups in the community while Highway Radio broadcasts only in three languages. The concept of diversity in Highway Radio is to accommodate the diversified Christian churches rather than focussing on the linguistic diversity. These two radios are owned and controlled by their respective communities. The communities members are responsible for maintaining the radios in terms of programming, financing, and controlling the stations. In both radios, the communities control the radios through the Boards that are nominated by the respective communities at the annual general meeting. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2004.

In South Africa, community radio is a growing phenomenon and over 100 radio stations have been licensed since the establishment of the Independent Broadcasting Authority. Ever since their emergence, their number has been growing dramatically and they have managed to attract 10% of the radio listenership in the country (NCRF charter). The proliferation and increasing demand for community radio broadcasting in South Africa and elsewhere demonstrates their significance and contribution to the socio-economic and cultural development of society in general, and to communities in particular. Nonetheless, despite their substantial contribution, communjty radios face challenges, especially with regard to resources and finance. As non-profit making institutions, they are funded by donors and subscribers and thus often suffer due to lack of reliable financial resources. The South African National Community Radio Forum (NCRF) states the decline of donor support as the main bottleneck to the proper functioning of community radio stations in the country (NCRF: July 2002). Thus, as with other commercial and public broadcasting stations, community radios in South Africa are expected to incorporate advertising as a source of income to cover some of their expenses without becoming dominated by profit motives. This study takes Radio Maritzburg in KwaZulu-Natal as a case study and attempts to explore the main financial sources of the station and its management. As its main. objective, the research in particular assesses the contribution of advertising as a financial source to the radio station and the way the station attracts advertisements without jeopardizing its mandate. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2004.