North-West University academic Dr Ankit Katrodia’s paper – titled “Generation Y’s perception towards and actual usage of African language radio Stations in South Africa” – recently earned him the Best Paper Award at the 3rd International Conference on Leveraging Industry 5.0: Sustainability, Innovation and Disruption that took place in Mumbai, India.

In the paper, co-authored by Dr Katrodia and his master’s student, Nkosinathi Ntuli, Dr Katrodia said that radio broadcasting is the most consumed form of broadcast media in the world.

“This medium’s reach and ease of accessibility make it an available option – even to consumers who prefer other forms of media.

“In South Africa, African language radio stations, which fall under the Public Broadcasting Service of the South African Broadcasting Corporation, dominate the radio broadcasting medium,” he says.

According to his paper, Generation Y in South Africa constitutes more than 35% of the population and makes up 54% of the country’s workforce.

“Most of this consumer cohort have at least a postsecondary school qualification. They also have prospects of increased economic power. The economic potential displayed by this group makes South Africa’s Generation Y attractive to both African language radio stations and marketers. This cohort is also the first to grow up in an era that has access to the internet.

“This access to the internet is influencing Generation Y’s consumption of media,” adds Dr Katrodia.

He says he is honoured to receive the best paper award.

“Thanks for all the support from the NWU. I met various academics, researchers, and businessmen. We have discussed research and academic collaborations with Indian academics and plan to organise a joint conference with an Indian university soon,” concluded Dr Katrodia.

Dr Ankit Katrodia received the best paper award at the recent 3rd International Conference on Leveraging Industry 5.0: Sustainability, Innovation and Disruption.