KENYA: 12 Radio Stations from Kenya and Uganda Taken Through Audience Research Processes
Robert Ssemwogerere
Following the faith based and community radio stations outcry on absence of evidenced based audience data, 12 radio stations from Kenya and Uganda have embarked on a 2-year audience research processes, with financial support from Stem van Africa. Each radio station was represented by two staff members.
Radio stations from Uganda included Radio Apac, Centenary radio, Buwama FM, Radio Pacis, KKCR and Etoil A Karamoja, whole those from Kenya are Radio Thome, EK Youth CR, Radio Muchungaji, Radio Osotua FM, radio Maria (Nairobi) and Radio Ratego.
Audience research was deemed necessary for the community radio stations since it was proved that often times these radios make decisions and run their activities of the respective radio stations based on assumptions other than evidence-based information. The assumptions according to the workshop which took place at Ukweli Pastoral Centre in Kisumu this week, include that they have the audience; that audiences like the radio; that the radio stations are performing at their best; and that listeners are loyal to the radio stations.
Other assumptions included, that if they improve on their programming, quality of the radio equipment, recruitment of academically qualified staff and increased funding of the radio stations, the audience rating will increase. This was proved to be wrong and therefore the need for the radio stations to conduct audience research and identify the gaps needed to be fixed to enable the community and faith based radio station meet their missions and vision.
According to the facilitators of the workshop Drs Elias Mokua SJ and Fr Andrew Kaufa SMM, the purpose of the training was to help the radio staffs identify gaps/challenges, frame the audience research period, determine the methodology for use in audience research, and to select the population they will engage in audience research.
All the representatives of the 12 radio stations from Kenya and Uganda came up with recommendations for the way forward which included that faith and community radio stations need to stop operating on assumptions and embark on audience research to make decisions and programing based on ‘evidence-based data’ from research.
Participants further agreed that they need more time to fully grasp the skills required in order to conduct audience research. They requested that future trainings be more practical sessions and in the field at the respective radio station localities.
All the representatives of the radio stations agreed to make a follow-up in understanding their audience, evaluating the radio programs and where necessary make changes, conduct research to improve on the kind of music they play at their radio stations.
