Page 77 - KZN Top Business Women 2024

It’s tough at times. It’s hard being a woman, but you

were chosen as a woman for a reason. I believe that women have

a unique magic, a unique quality that sets them apart.

away from her partner and navigating a long-distance A Meaningful Impact
Co-hosts East Coast Breakfast,
relationship, she has embraced the city and its vibrant
East Coast Radio Carmen is committed to using her platform to address
culture two years on.
significant issues, recognising the power and responsibility
armen Reddy currently co-hosts East Coast “Joining the radio show in Durban wasn’t just about that come with her role in radio. “People think radio is
Breakfast on East Coast Radio, airing weekdays starting a new job; it was about stepping into someone just about talking, but it’s more than that. We can inform,
C from 6:00 a.m. to 9:00 a.m. “I’ve always been a else’s shoes,” Carmen explains. She describes the educate, and provide a sense of companionship to
bit of a jack-of-all-trades,” she remarks, reflecting on her experience daunting and transformative. “The transition our listeners,” she says. Her aim is to make meaningful
diverse career that has spanned radio, journalism, and has been a journey of growth and self-discovery. I’ve contributions, whether by raising awareness about health
television. realised that I’m stronger than I thought and capable of concerns like diabetes or amplifying underrepresented
standing on my own.” voices in the community. Carmen added that she dreams
Born in Durban, Carmen moved to Gauteng with her
family at a young age and completed her secondary Carmen acknowledges the challenges she’s faced in of making a meaningful impact on women and girls
education at Sutherland High School in Pretoria. She life and how these have helped her deal with difficult in South Africa. “I think girls and young women in our
pursued an undergraduate degree and honours degree times. “I was shot in an armed robbery many years ago, country are often overlooked,” she notes. “Period poverty,
in journalism at the University of Pretoria. Her passion it was a life-changing experience,” she reflects. “I had to for instance, shouldn’t exist in 2024. I want to leave a
for radio was ignited during this time, as she explains, overcome not just the physical trauma, but the emotional legacy where I’ve used my voice to make a difference.”
“The radio bug bit me when I worked at our community impact that followed.” Despite the ordeal, she considers
campus radio station, and I’ve been doing it ever since.” her ability to heal and move forward one of her greatest Looking ahead, Carmen is eager to explore
entrepreneurial ventures. “I’d like to create products
achievements. “You always hear that you never think it’ll
Following her academic years, Carmen took on the role for women, especially in markets that don’t cater to
of news editor at a local radio station in Pretoria before happen to you, and it’s true,” she says. “But when it does, diverse skin tones,” she says, mentioning a potential
relocating to Johannesburg. There, she established your life can change in an instant.” project involving brown-coloured bra straps. “I want
herself in the media industry, working at prominent news Carmen credits her upbringing for her resolve. “My family to empower women and give them a voice through
organisations including the SABC and 702, where she placed a huge emphasis on education,” she explains. whatever business I pursue.” She also harbours an
not only read the news but also reported as a journalist. “My grandfather was especially wise in recognising that entrepreneurial dream, albeit an unconventional one: “I
“It was quite an experience working in Johannesburg,” women often start on the back foot in society. He was want to start a business, and I have a passion project in
she says, recalling her time in the city. determined that the women in our family would be mind—it’s toilet paper,” she says with a laugh.
educated and independent.” This background instilled
Carmen’s journey took a turn during the Covid-19 Carmen encourages young women to believe in
pandemic, when she worked briefly for a television in her a strong sense of self-sufficiency. “You don’t themselves despite the challenges they may face,
company that launched a Formula One show. “I’ve realise the importance of it as a child, but when you emphasising the strength and resilience that women
always loved sport, and I’m particularly passionate about grow up and see how women around the world suffer, inherently possess. “It’s tough at times. It’s hard being a
women in sports,” she shares. Her career took another it all makes sense.” woman,” she acknowledges, “but you were chosen as a
leap when a former colleague from the TV industry, Reflecting on her career goals, Carmen reveals that one woman for a reason.” Carmen believes that women have
who had joined East Coast Radio, approached her with of her earliest aspirations was to work at 5FM, a national a unique magic, a unique quality that sets them apart.
an opportunity. “It was serendipitous,” she explains. “I radio station, and simultaneously pursue a television Her advice is to work hard and stresses the importance
was also keen to get back into radio and try something career. “At the time, it felt like a big dream, almost out of of holding oneself accountable and prioritising personal
different, so the timing was perfect.” reach,” she recalls. “The media industry is saturated, and growth over distractions.

there were so many factors against me.” Yet, she achieved
A Journey of Growth
that goal, working on both radio and television. “It was In her downtime, Carmen enjoys relaxing at the beach or
The move to Durban came with its share of challenges. “It surreal to realise I’d made it happen,” she says. “And once indulging in true crime documentaries and reality TV. “It’s
was a big move for me,” Carmen acknowledges. “Leaving you achieve something, you naturally start looking for the my way of escaping the stresses of the world,” she says. “I
Johannesburg, where my fiancé, family, and much of my next big challenge. I’d love to work with an international love switching off and just enjoying the simple things in
life were, wasn’t easy.” Despite the difficulties of being broadcasting company as a South African representative.” life. I just chill to be honest.”

Carmen REDDY | 75