Audience Receptivity of Community Radio Broadcasting: A Case of Koch 99.9 Fm In Korogocho, Nairobi

Abstract

This study was guided by the media approach that local population has specific needs that can be addressed at its local level. This study sought to investigate audience receptivity of the dwellers of Korogocho community who are the consumers of Koch 99.9 FM community radio. Specifically, its objectives were to identify the uses the target audience of Koch 99.9 FM made of its broadcasts, to establish the gratifications the target audience of Koch 99.9 FM derive from listening to its broadcasts, and to find out the target audience’s preferred programs. The study used a descriptive research design. Convenience sampling technique was applied to come up with a sample size of 64 respondents. The study collected primary data using the questionnaire, which was majorly quantitative and a focus group discussion. Statistical Package for Social Sciences (SPSS) Version 21 helped the researcher with data analysis. The study concluded that Koch 99.9 FM had programs that made its audience interact through discussions, greetings and call-ins which strengthened contact with family, friends and therefore fulfilled the social interactive needs. Findings indicated that the majority of the respondents listened to Koch FM because it made them feel part of the Korogocho community and they learned about things that affected their work. The findings also showed that Koch FM content was important in giving respondents knowledge on Korogocho, giving Korogocho a positive image and fostered a sense of social cohesion within the community. The programs that were aired in the morning and evening hours were found to be the most listened to. Therefore, Koch FM would need to invest in quality programs during these hours or improve the existing programs during these times for listeners to enjoy and benefit.