Podcast influence on radio content: A case study of Capital FM journalists, Kenya

Abstract

Podcasting as a means of representation of diverse content provides a viable opportunity for greater interaction, powerful expression, and personal empowerment. It enables subscribers to listen to audio content anytime, anywhere on their devices via the internet— its consumption has increased, leading traditional radio stations to experiment with creating content using this technology. Against this background, through a Case Study method, within the qualitative approach, the study examines the extent to which podcasting has impacted content selection, production techniques, and audience engagement strategies at Capital FM — an urban English radio station which explores the digital space, including the introduction of podcasting. Utilizing the construct of perceived usefulness of Technology Acceptance Model, the study seeks to answer the question: How has the production of podcasts influenced radio journalists in creating content? Twenty (20) participants out of 110 employees from Capital FM Kenya were sampled purposively, where the 15 interviewed comprised four heads of department from Programs, Editorial, Digital, Marketing, as well as nine reporters and two program assistants. An interview guide was designed with the questions structured to address the key issues from the research question. The data generated was transcribed and analyzed thematically. Findings indicate that radio journalists embrace podcasts in creating content since it provides a platform for them to share ideas/opinions without restrictions, such as the editorials and columns on print newspapers, and can grow an audience that subscribes to their content. The study recommends that with internet access, acquirable production tools, and innovative applications, podcast compositions are a viable way to create content for radio journalists. Findings support the conclusion that podcasts in radio newsrooms are highly dependent on the availability of specific content and therefore, radio journalists can create in-depth content at a time of their convenience, unlike normal radio programming that has specific timings.