Mix 93.8FM, which broadcasts to Johannesburg's northern suburbs as well as Midrand and Pretoria, has been joined by Tony Blewitt and Keith Lindsay, who will be on air weekdays between 6-9am and 3-6pm, respectively.

The station, whose daily audience number is estimated to be 200,000, says in a release that it aims to grow the numbers by 200% this year.

Station manager Abigail Milosevich believes Mix 93.8 has the potential to take on commercial radio stations.

"The station is focused on aggressive growth," she says. "Our format is that of commercial radio, spiced with community relevance and a positioned to deliver round the clock music radio."

Unlike commercial stations, 93.8 has no set playlist, with jocks free to play what they want, from 1960s tracks to contemporary hits.

Milosevich says: "Restrictive playlists could alienate an audience. Over-formatted radio could become repetitive and boring. Mix 93.8 FM bucks the general rule with an emphasis on presenter personality and a wide variety of music."

About its aim to not only grow its audience massively but to also become competition to the bigger stations, Milosevich says: "I do not believe we are simply punching above our weight, but rather, we are emerging as a real alternative to production-line radio."