M.Comm. / As a result of the deregulation of the South African Broadcasting Service one hundred and twenty six new radio stations were established in 1994. Radio stations were forced to change their character and face because more private and community radio station licenses were issued. The effect these changes have on radio stations had not yet been examined. Changes and uncertainties, as mentioned, also influence radio stations in a negative way and RSG (Radiosondergrense) is no exception. Radio stations are now responsible for their own survival. The future of radio stations are uncertain. A market orientated management philosophy might solve the problem. Marketing theory confirms that a market orientation generates profit, while focusing on customers and competitors. With the abovementioned as background and the uncertainty of the different marketing options, the objective of this study is to supply definite guidelines on how a market orientation can be implemented in the radio industry.