TRACE Urban, the number one urban music channel (325 on DSTV), was voted the “Coolest Music Channel” for the fourth year in a row by South African youth at the 2013 Sunday Times GenerationNext Awards in Johannesburg.

With over three million readers, The Sunday Times is South Africa’s largest weekly newspaper.

The ninth Sunday Times Generation Next Awards are the result of an extensive annual survey to uncover

which brands South African urban youth prefer. 5,739 young South African urbanites — aged 8 to 23 —living in seven major provinces were surveyed. HDI Youth Marketeers conducted the research analysis in conjunction with academic validation partner Monash South Africa.

Olivier Laouchez, Chairman and Chief Executive Officer of TRACE, said: “We are proud to be the most awarded tv channel in the past four years; with two awards for coolest overall tv channel & 4 awards for coolest tv music channel. TRACE definitely wins the hearts of South African youth. With innovative and forward-thinking marketing strategies, TRACE continues to provide young people in South Africa with a unique mix of international programming and urban trend spotting. This is a real reward for the entire TRACE Team, which strives to deliver quality entertainment.”