Audience perception of programming of online radio platforms among university students in Nyanza Region

Fred Awiti

doi:10.51867/ajernet.7.3.129

Authors

Fred Awiti Mount Kenya University, P.O. Box 342-01000, Thika, Kenya https://orcid.org/0009-0006-3978-9223

DOI:

https://doi.org/10.51867/ajernet.7.3.129

Keywords:

Audience Perceptions, Online Radio, Programmes, Programming, University Students

Abstract

The purpose of this study was to assess audience perception of programming of online radio platforms among university students in Nyanza region. The objectives were:- to assess the influence of content diversity on university students' perception of programming on online radio platforms, to examine the influence of programming quality on university students' perception of programming on online radio platforms, to determine the influence of scheduling convenience on university students' perception of programming on online radio platforms and to evaluate the influence of host engagement on university students' perception of programming on online radio platforms. This study was underpinned by the framing theory. The research employed a descriptive research design. The target population was 872 media studies undergraduate students in six universities in the Nyanza region, from whom 274 were selected through stratified random sampling. Data were collected through semi-structured questionnaires and a pilot study was conducted at Rongo University. Collected data were cleaned and analyzed using the Statistical Package for Social Sciences software. Descriptive statistics were employed to examine audience perception of online radio platforms. A thematic analysis approach was used to identify recurring themes and explore participants' perspectives. Data were presented using tables. Findings revealed that online radio platforms provide diverse, high-quality programming tailored to listeners' interests. The convenient schedule aligns with habits and hosts are engaging. The variety of genres and innovative content meets audience preferences. Timely news updates are delivered and the user interface is easy to navigate. Advertisements are less intrusive, making programming relevant. . Online radio platforms should develop new genres, topics and formats to keep content engaging and relevant, attracting a wider audience. These platforms should provide timely news updates, interactive segments and user-friendly platforms for better listener experience. They should adjust programmes based on listener habits and invest in host training to retain existing listeners and attract new ones.

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