Research findings on rural radio listenership in Meru and Tharaka Nithi districts (Kenya).
1993
Morgan K.L.
A study on rural radio listenership in Meru, Nithi and Tharaka districts in Kenya showed that radio penetration stood at 69% amongst rural households. The Survey showed that 7% of the respondents had no access to any radio set and 80% of the radio sets were owned by men. Potential penetration of the pilot programme stood at 180,000 households while potential coverage was much higher. Desired content of the messages ranged from agricultural, health, social-economic and gender issues amongst others. Passage of the message through entertainment was a preference to many respondents. Results also showed that listenership pattern between men and women differed, with the former practicing a more concentrated type of listening on specific programmes aired at specific time. Women preferred relevant, interesting programmes that they could easily understand. Recommendations on target audience, ways of raising awareness, types and relevance and content of the messages among others are included.
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