For those seeking insights into sports broadcasting, this is the Q&A you need. Saads Abrahams from media update interviewed Tony Ndoro, the renowned voice of sports broadcasting, about the evolution of the industry over the years and where it's headed.
For over three decades, Tony Ndoro has been a familiar voice in South African sports broadcasting — from radio waves to television screens, he's covered it all. As the media landscape shifts rapidly in the digital age, Ndoro remains a steady presence, offering both insight and authenticity.
In this exclusive Q&A, he reflects on how the industry has evolved, the unique role radio continues to play and why local storytelling and adaptability are more important than ever. Whether you're a seasoned broadcaster or simply passionate about sport, Ndoro's perspective offers a masterclass in navigating change while staying true to your voice.
You've had a front-row seat to the evolution of sports broadcasting over the last 30 years. What would you say have been the most significant changes in the industry?
The most significant change to sports broadcasting has been the emergence and rapid expansion of online platforms. It has given supporters the ability to consume sports-related content anywhere from any Internet-enabled device.
In the past, you had to wait until the weekend to watch the Currie Cup or catch a few PSL games. Now, there's football on a Tuesday night, midweek golf and cricket series being broadcast globally, not to mention the countless number of other popular and more niche sports that are airing all the time.
While television and radio are still strong in this regard, online accessibility has really empowered sports to go from a weekend pastime to a 24 / 7 experience.
Moreover, you used to listen in on game highlights on the radio right after the match or read about it in a print publication a couple of days later, and that was it. Now, sports websites, blogs, dedicated social media pages and podcasts deliver hours' worth of content to hold you over until the next game.
With digital platforms reshaping how audiences consume sports content, what unique role does radio still play in today's media landscape?
Radio is still a powerful player in the sports broadcasting ecosystem. It goes where other mediums can't — you can listen to live match commentary while driving, have it play in the background while you're at work or doing house chores and access it in rural areas where Internet is limited.
Where radio adds real value is in its capacity to provide instant in-depth analyses, create suspense and present thoughtful post-match reflection on a more intimate level, like you're talking to a friend rather than being spoken at by a talking head.
Sports broadcasting often walks the line between information and entertainment. How has that balance shifted over time, particularly in the radio space?
Radio sports broadcasting has shifted considerably towards entertainment. It's still informative, but not overtly so. Other mediums often get bogged down in statistic-heavy analysis — especially with the growing popularity of sports betting — and often lose touch with why people consume sport content in the first place.
People are passionate about sport, and the medium through which they enjoy it should mirror that. Sports radio today is driven by the presenter and audience's shared excitement, deep knowledge of the game and a sense of drama.
At the heart of sports, and sports radio, lies the potential to bring people together, make them cheer, or bring them to tears in emotional moments. Whether it's playful banter or heated debate, it's the entertainment factor that keeps people tuned in.
How important is local storytelling and community engagement when it comes to covering sport on South African radio?
Storytelling and community engagement are two equally critical components of the sports broadcasting playbook. South African sport is deeply local — our teams, heroes and their interactions with opponents are what give meaning to what we do.
When you bring in local flavour, fan stories and community angles, you make the sport personal.
Radio should be a reflection of that. It must give listeners a voice, highlight local talent and offer a platform for differing perspectives. Community engagement — whether it's call-ins, local coverage, or regional rivalries — strengthens the bond between the broadcaster and the listener.
What advice would you give to up-and-coming sports broadcasters who are entering a landscape that looks very different from when you started?
If you're coming into this industry in 2025 or beyond, it's important that you commit to learning and perfecting the craft from day one. But importantly, don't lose that human touch that makes your work unique and genuine.
When I started, we didn't have much formal training. We learned by doing, which meant we developed an instinct for what speaks best to our listeners' wants and needs. Today's broadcasters have more tools, but they also face more pressure to be polished and flawless.
While there's room for perfection, don't hesitate to take chances.
My advice: Understand and know your subject matter by heart, but also get to know your audience on a deeper level. Don't be afraid to ask simple questions — that's often where the best insight comes from. And remember that your role is to guide the conversation, not dominate it. Let your personality come through, but never forget you're there to serve the story and the listener.
What do you think broadcasters need to do differently today to ensure sports radio remains impactful and inclusive?
Broadcasters need to be intentional about representation — across gender, languages, regions, beliefs and perspectives. Sport is universal, and so should the voices on air be. We need more women in sports radio, more regional stories and a broader reflection of the country's passion for sport.
Additionally, content needs to be multi-platform. Radio can no longer live in isolation. You have to complement your broadcast with podcasts, social media snippets and behind-the-scenes footage.
You stay relevant and inclusive by meeting people where they are.
With HOT 102.7FM earning international recognition through the New York Festivals nominations, how do you think South African radio stacks up against global standards in sports broadcasting?
South African radio holds its own against the world's top broadcasters, especially where sports coverage is concerned. We have world-class talent, a passionate audience and rich sporting narratives — and stations like HOT 102.7FM are proving that by being nominated alongside the best-of-the-best globally.
What we're missing is a dedicated, 24-hour sports radio station – a space where sport takes centre stage all day, every day, with fun, engaging and consistent content.
We also need to be more strategic with formats. Music stations should lead with music and slot sport in thoughtfully. Talk stations can go deeper. When we get that balance right, we'll not only match global standards — we'll lead in authenticity and creativity.
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*Image courtesy of Canva