The Radio Programming and the Youth Preference in Nairobi, Kenya
Journal Title: Scholars Bulletin - Year 2016, Vol 2, Issue 7
Abstract
Abstract:The purpose of this study was to explore the contents covered by FM stations in Nairobi and how the youth evaluate the preferred content.This study serves as a guide and a source of information to radio stations broadcasting for young people or organization that anticipate producing radio programs for the youth.The researcher used the descriptive survey method. This study looks at youth listenership in Nairobi because Nairobi has the biggest number of FM stations and therefore has the largest number of FM listeners. The youth in Nairobi are more exposed and outgoing and have better access to radios that elsewhere.The tool for data collection was the questionnaire,which contained both open-ended and closed-ended questions. The researcher selected 200 youths from day secondary schools in Nairobi to take part in the study. A research assistant helped in the administering of the questionnaires.The study revealed that youth tune to FM stations mainly for entertainment, news and information on issues affecting them. The study also revealed that peer influence is the leading factor influencing content preference among youth radio listeners. Other factors are personal identity and the need to escape from boredom among others. The studyrecommendations ways of incorporating music, talk shows, news and educational programs in the program schedule of youth programs. It also recommended identifying the various needs of youth and laying out strategies on how best to meet them. Keywords: Radio programming, FM Stations.
Authors and Affiliations
Evelyn Wekesa
Keywords
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