Audience Survey Conducted on “Dewel” Radio ... - FES Ethiopia

<strong>Audience</strong> <strong>Survey</strong> <strong>Conducted</strong> on “Dewel” Radio Program
Submitted to Friedrich-Ebert Stiftung (FES)
Forum for Social Studies
And
WAAG Communications
Evaluators
Freyhiwot Nadew
&
Negassa Gissila
March 2008
Addis Ababa

Table of Contents Pages
1 Introduction 5
1.1. Background 5
1.2 Rational Behind the <strong>Survey</strong> 5
1.2.1 General Objectives 6
1.2.2 Specific Objectives 6
1.3 Methodology 7
1.3.1 Method of Data Collection 7
1.3.2 Sampling 7
1.3.3 Questions Format 8
1.3.4. Focus Group Discussions 9
1.3.5 In-depth Interview with Key Informants 9
1.4 Advantage and Limitation of the Study 9
2. Theoretical Framework and Media Effects and <strong>Audience</strong> 11
2.1 Definition of Terms 11
2.2 Media Effects and <strong>Audience</strong> Behaviour 12
2.3 Uses and Gratification Model 14
3. Literature Review on the Development of Mass Media 16
3.1 Mass Media Overview in Ethiopia 16
3.2. The Broadcast Media in Ethiopia 16
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3.3 FM stations 18
4. Findings and Discussion of the <strong>Survey</strong> 20
4.1 Dewel radio Program 20
Objectives of Dewel
Issues or Message Development
Format
<strong>Audience</strong> Participation
Comments and Suggestions
4.2 Focus Group Discussion 27
4.3 Results of Questionnaire 33
4.4 Discussion 38
4.4.1 <strong>Audience</strong> of Dewel 38
4.4.2 <strong>Audience</strong> Feed Back on Dewel 39
4.4.3 Effects of Dewel on the <strong>Audience</strong> 40
5. Conclusion and Recommendation 42
5.1 Conclusion 42
5.2 Recommendation 43
Bibliography 45
Annex A 47
Table 1
Table 2
Table 3
Annex B 49
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Acknowledgement
The evaluators of “Dewel” radio program would like to thank, first and foremost,
the officials and staff of FES, FSS and WAAG, for giving us the opportunity to do
the survey, and their continuous support in providing us with all the information
required, and the constructive comments on the first draft of the survey.
Our gratitude also goes to all the discussants of the focus group discussions, and
facilitators, the persons who participated in filling the questionnaires and the
editors of FM 97.1 for giving up their precious time to give us their opinions
regarding the radio program.
Last but not least our special thanks goes to Iyob Mihiretab, who took time and
endless effort during the data collection process.
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1- Introduction
1.1 Background
‘Dewel’ radio program started to be broadcasted following the launching of FM
Addis 97.1, in 2001. It is transmitted three times a week for twenty minutes. The
radio program is funded by Friedrich Ebert Stiftung (FES), sponsored by Forum
for Social Studies (FSS) and the technical production is done by WAAG
communication. The programs mainly deal with development issues in the
country.
A first evaluation was conducted a year after the program was launched.
According to the survey, the radio program was popular among the audience at the
time. After about five years, to determine whether the program is still popular,
FES and FSS decided to conduct a through audience survey. Thus, this audience
survey is conducted to identify the effectiveness of “Dewel” to determine the
program’s future and identify which sections of the society are more interested in
the program.
The first section of the survey focuses on the rationale of the study, objectives,
methodology, limitations and definitions of terminologies which would be
mentioned in the survey time and again. The second section, which is the
theoretical framework and the third section deals with literature review, discussing
the historical background of radio in Ethiopia, FM Addis 97.1. The fourth section
is the findings of the survey and the discussion. Finally, the fifth section, deals
with conclusion and recommendations.
1.2 Rationale behind the survey
“Dewel” radio program has been transmitted for the past seven years. On the
second year of its transmission, a survey has been conducted to evaluate the
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programs effect on audience. The survey has shown that the radio program has
reached various sections of the society. Since media programs and audience are
dynamic by their very nature and many changes has been occurred during the last
five years, there is a need to conduct another audience survey to determine the
effectiveness of ‘Dewel’, and how to continue the program in the years to come. It
is also a must to conduct audience surveys to evaluate media outlets and determine
their effectiveness.
1.2.1 General Objective
The major objective of the study is to conduct a thorough audience survey on the
radio program “Dewel”, to evaluate the program’s effectiveness and the impact on
the audience and determine its future direction.
1.2.2 Specific Objectives
• Identify the section of the society which listens to the program
• Evaluate the effectiveness of the radio program from audience feedback
• Evaluate the effectiveness of the program’s content, style, language and time of
broadcasting from the audience point of view
• Evaluate whether the topics raised in Dewel radio program are closely related
with the livelihood of the majority of the audience or the social condition in
their surrounding
• Assess if the radio program engaged the audience and give voice to voiceless
communities
• Evaluate audience perception of the radio program compared to other FM radio
programs
• Identify useful suggestion from the audience for the future implementation of
the radio program and recommendations for a way forward.
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1.3 Methodology
The study would follow a cross-sectional survey design and would employ the
qualitative data collection techniques namely Focus Group Discussion (FGDs),
Self-completion questionnaire and In-depth Interviews (II) to gather the required
information.
1.3.1 Data Collection
Data is obtained from primary and secondary data sources. The secondary sources
are reviewed from different relevant documents related with the study and
available with FSS, WAAG and other sources. However, the primary source of
data would be the randomly selected audience groups from youth associations, and
selected community members in Addis Ababa and nearby areas, stake holders and
FSS/WAAG officials.
1.3.2 Sampling
Under the umbrella of the qualitative research paradigm, simple random sampling
technique is used to select the population. Since there is no identified group of
audience, simple random sampling technique helps to recognize a representative
sample of the population (Anderson, 1998). Accordingly, ten focus groups
discussions with different groups from the communities (youth, women and
elders) are conducted in Addis Ababa, Nazareth and Sebeta towns.
Similarly, nine in-depth interviews are conducted with Key informants. Two
selected editors from FM Addis 97.1, the current and previous executive directors
of FSS and the communication officer are among the principal key informants
interviewed. Also included in FGDs are the managing director and the three
journalist of WAAG communication working in the program.
Further more, two hundred self-completion questionnaires are distributed among
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selected audience and one hundred and sixty are returned completed. Here,
purposive sampling was used to distribute the questionnaires among two hundred
respondents.
1.3.3 Questions’ format
The actual content of the questions are determined by the information gathered
from the secondary data; the radio program, printed materials on the project, the
previous audience survey and letters from listeners. The general format of the
questions is as follows.
General Content
The questions are expected to bring the following answers:
� Which section of the society listens to the radio program? (Age, Gender,
Occupation)
� How frequently?
� Why? (General reply)
� Why would these listeners tune in? (specific replies, on content, style and
format of the radio program)
� Whether the topics raised in Dewel radio program are in line with the
livelihood of the majority of the audience or the social condition in their
surrounding
� If the radio program is engaging and tempt the audience to participate or
not
� <strong>Audience</strong> perception of the radio program compared to other (similar)
radio programs on FM
� <strong>Audience</strong> evaluation of the format, style and language of the program
� Comments/Suggestions
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1.3.4 Focus Group Discussion
The points for the discussion among the focus groups would be taken from the
materials provided by FSS and WAAG communications regarding the radio
program. The design of the discussion guides and formats shall be carried out in
such a way that, peculiar issues of each major area could be well addressed.
Furthermore, selected programs from “Dewel” shall be reviewed by the FG
discussants before the discussion begins to give them highlights.
Every FGD is expected not to exceed one hour. The moderators will first introduce
the aim of the FGD and then open the floor for free discussions. Participants will
be encouraged to freely express their opinions. In order to avoid some
irregularities, such as few persons dominating the discussion, gender bias and age
gap, the participants will be divided among their age and societal groups.
1.3.5 In-depth Interview
Questions for the in-depth interview will also be designed after reading through
the project design and other relevant documents. Each key informant interviewed
in-depth briefed based on the tasks assigned on the division of responsibilities
among the organizations during the project design. Nevertheless, questions such
as their general impression about the program are included.
1.4 Advantages and Limitations
This kind of study has its own advantages and limitations. The advantage of using
qualitative analysis method is that the analysis of the FGDs, the questionnaires and
the in-depth interviews with in a limited sample size, help to avoid bias, which
could have resulted if the results were described in percentages and the
conclusion, was drawn from the percentage only. Furthermore, the variation of the
data facilitated the process of drawing more information for analysis.
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The limitations associated with this survey are related to the FGDs and the
questionnaires. Since there were no identified audience groups, the evaluators
have to use randomly selected youth associations and community gatherings to
conduct the FGDs. It was later on found out that some of the discussants were not
either listeners or regular listeners of “Dewel”.
In addition, the fact that there are many radio programs on FM Addis 97.1 and the
other four FM stations, it was not a quick job for the discussants to clearly state
their opinions on “Dewell”. Similar problems occurred with the respondents of the
questionnaire.
On the whole, obtaining compliance to conduct the FGDs and distribute the
questionnaires and confirming it with respondents took considerable time and
effort.
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2 Theoretical Framework on Media Effects and <strong>Audience</strong>
2.1 Definitions of Terms
<strong>Audience</strong> is a familiar word describing the collective term for ‘receivers’ in mass
communication process that was deployed by pioneers in the field of media
research (McQuail, 2000). The common definition of audience is a group of
people, who listens or reads a particular media outlet. There are different types of
audiences. It is important to determine the type of audience in order to address
them properly. It is possible to use the following method to determine the type of
audience (adopted from Writing for <strong>Audience</strong>, 1993).
• Who are the audience (age, sex, education, economic status,
political/social/religious beliefs)
• What level of information they have about the subject (novice, general
audience, specialist or expert)
• The context in which they will be tuned in to a certain media program
(FM, AM/MW, Community radio, audio/visual media; and
entertainment, news, features, documentaries and so forth).
Attitude is sometimes understood as a ‘fixed way’ of thinking. Scholl (2002)
defines attitude as the mental ‘pre-disposition’ of taking a certain action towards
certain objects, people or institutions, which is expressed by evaluating that
particular entity with some degree of favor (Scholl, 2002).
Ajzen (1988) also defines attitude as a favorable or unfavorable response to an
event, a person, an institution or an object, having an evaluative nature that can
change rapidly with the change of events and the availability of new information.
Mass media messages are said to shape, reinforce, or challenge people’s attitudes
towards certain beliefs through campaigns (Watson and Hill, 1997).
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Knowledge is defined by different scholars as having many meanings depending
on context, but is related to such concepts as meaning, information, instruction,
communication and mental stimulus. The Oxford English Dictionary (2006)
defines knowledge as information and skills gained in the form of experience, and
the awareness and understanding of facts. On the other hand, knowledge is defined
as distinct from simple information, though both information and knowledge
consist of true statements; knowledge is information that has a purpose or use
(BBC-GCSE, 2007).
2.2 Media effects and audience behavior
The effect of media has been approached from different directions. It could be
argued that most of the approaches were influenced by sociological, political and
psychological theories. Discussing the ‘direct effect’ of media on audience
behavior, some argued that persuasive approaches can convince the audience and
intervene in decision making. This theory, called the ‘hypodermic needle’,
depended up on the results of content assessments. This is the first phase in effects
research, which assumes media to have direct effect. 1 Persuasive approaches can
convince the audience and intervene in decision making, depending on the results
of content assessments. In this argument, audiences are perceived as ‘passive’, in
that they are not involved in making meaning of media contents (Ruddock, 2001).
However, previous research outcomes demonstrate that the attitudes of the
message recipients measured by analysts could only represent the attitudes of the
audience that already agrees with the message from the very beginning, or to a
limited extent, a combination of others. Thus, other researchers argue that the
effect of a mass communication campaign may not be successful by simply
increasing the flow of messages, with the assumption that a message will directly
influence audience perception (Windahl & Signitzer, 1992).
1
This theory called the ‘hypodermic needle’ was dominant theory on media effects at the time of the two
world wars.(Ruddock, 2001)
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By assessing media message during the world wars, they argue that propaganda
could persuade audiences to produce a specific behavior (Ruddock, 2001). In this
argument, audiences are perceived as ‘passive’, that they are not involved in
making meaning of media contents.
The study of ‘media effects’ further created a realization on the importance of the
‘indirect effects’ of media on audience behavior. The argument by Lazarsfeld
(1955) 2 and by Cantril (1940) brought a new understanding of the ‘effect’ as a one
section of the total experience of a society. This shifted the understanding of the
audience from an individual to a member of a group and stressed the importance
of interpersonal communication in the relationship between media and audience
(Newbold, 1995). In addition, the indirect effect of mass communication has
proven to be more effective by encouraging interpersonal communication (Bryant,
1994). However there is a tendency of the message to be distorted in the process of
selecting and filtering. Nevertheless, it is argued that selected message is more
likely relevant to the receiver and more likely to bring about an effect in return
(Petty and Priester, 1994).
While arguments on whether the audience is ‘active’ or ‘passive’ in making
meaning and behaving in a certain way grew, at the same time criticisms on the
approach and methodology of the researches increased. However, it could be said
that most of the experiments focused on ‘short-term’ effects, and considered media
‘effect’ as an ‘interactive’ of text and content. Later on the realization was
switched from ‘short-term effect’ of the media to media’s role in constructing
social behavior (Signorielli and Morgan, 1990).
2 Lazarsfeld (1955), in his ‘two-step flow’ approach stressed on the ‘interpersonal networks’ in the process
of communication, where media message is filtered by what he called ‘opinion leaders’, who play a great
role as ‘intervening variables’ between media and audience (Katz & Lazarsfeld, 1955).
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Some of the criticisms focus on the methodologies employed such as the
‘structured’ interviews which prohibited the audience to freely interpret media
messages and that people are considered as simply there to consume the media
without having any individual needs. In addition to this, such researches were
criticized for being ‘media centric’.
Gauntlett (1998), argues that the reasons why the ‘effects’ study couldn’t come up
with clear answer on media effects are, first, the approach gives much emphasis on
media rather than the audience. In addition to this, while discussing audiences’
relationship to media; it focuses on individuals rather than the society. As a result,
issues related to social problems are merely ignored.
On ‘effects’ research, various arguments emerged on what the media do to the
audience. For example, the ‘uses and gratification’ approach, studied why people
use media. This approach is said to be dominant in ‘effect’ tradition.
2.3 Uses and gratification
Previous research on early effects theory assumed audience members to be
‘passive’ and ‘reactive’ to the direct influence of media which could bring
immediate and measurable changes in attitudes and behaviors (Atkin & Wallack,
1990). This model was brought into question with the emergence of another
approach, which emphasized on the selection of media content by the audience
members. This approach, called the ‘uses and gratification’ model diverted the
understanding of audience from passive to active, who look for content, ranked in
terms of importance according to the needs and interests of the individual. Thus,
the more the content meets the actual need of the audience, the greater the chance
that it will be chosen (Windahl & Signitzer, 1992). The principal elements of uses
and gratification include motives and needs of people to communicate, the social
and psychological environment, communication behavior and the consequences of
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such behavior, and finally the mass media. Rubin (1990) supporting this argument
states that the media message intended to persuade audience to do something, or
behave in a certain manner, or on the other hand, reinforce existing attitudes,
because media contents are usually not necessary or sufficient cause of audience
effects, because, media message is one source of influence in social and
psychological environment. Consequently, a media message is assumed to have a
limited position in bringing about a certain effect by itself. Uses and gratification
approach, therefore, reminds communication planners of the importance of
competence, empathy and quality in communication, due to the assumption that
the audience does not accept everything that is offered by the mass media. Sender
and receiver, in this model, enter the communication process with different
perspectives (Windahl & Signitzer, 1992). The ‘effects’ tradition was first and still
is dominant in the United States.
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3. Literature Review on Mass Media in Ethiopia
3.1. Ethiopian mass media-an overview
Our time witnesses that mass media are playing a great role in information
dissemination. Time and again we hear that information is power, power to
achieve sustainable development. Although there are differences in the
technological developments and levels of industrialization among developed and
developing countries, the fact that mass media, as one vital means of
communication remains true for all. Thus, interests to study how the media effects
on the audience; and how to develop this means of communication, are growing
among Policy making and academic circles, commercial sector, and humanitarian
organizations and other civil society organizations.
The Ethiopian mass media is a century old, with the print media taking up the
leading role in the history. The demand to be informed properly for the sake of
achieving sustainable economic, political and social development and lay down a
strong foundation for democracy is growing. However, the mass media is not
showing a significant development, possessing a number of problems that
occurred in its life cycle. Nevertheless, it is worth mentioning the historical
background, in order to understand the present status of the mass media in
Ethiopia, with special reference to the widely popular medium in the country, i.e.
radio.
3.2 Broadcast media in Ethiopia.
Radio is the most important mass medium in ‘low level income’ countries like
Ethiopia. The government and non-Governmental Organizations consider radio
and TV to be important assets to reach a large audience in both urban and rural
areas. Broadcasting, primarily the radio, reaches a much larger part of the
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population, both literate and illiterate, than does print, though the distribution is
limited (Min. of Information, 1966).
Radio was first introduced in 1935, prior to the Italian invasion. However, the
Ethiopian soldiers broke down the installation, so that it won’t be used by the
Italian invaders (PMC, 2006). Following this, the Italians installed radio service
for their propaganda, which was later on over taken and restored by the Ethiopians
after the victory, in 1941. Gradually, its transmission capacity, facilities and
programming were expanded during the imperial era. In 1960, for the first time it
was possible to start international broadcast to Europe, West Africa and Middle
East. Meanwhile, its capacity and quality of transmission was upgraded in
reception of domestic services.
Radio Voice of the Gospel, owned by the Lutheran World Federation, operated
prior to the overthrow of the Emperor in 1974. Their facilities were seized under
the Derg, and it turned out to function as the voice of revolutionary Ethiopia
international service. Some documents show that there is not significant difference
on broadcast media, between the previous regime and Derg, mainly in contents.
Compared to the development of media globally, it was mentioned as ‘backward’,
monotonous and unbalanced in content.
Currently, Radio Ethiopia claims to have reached 50 percent of the landmass and
75 percent of the population with a good signal, making it the most influential
news source in the country. However, frequency coverage does not reflect the
station's actual availability to listeners, due to a lack of actual audience survey.
Conducting ordinary audience research in Ethiopia could be too costly, which
might be considered to be beyond the capacity of most media organizations and
stake holders. The state owned Ethiopia Radio and Television Agency recently
stated that it has neither the man power nor financial capacity to conduct audience
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survey across the country. But limited researches conducted by different bodies
show that the great potential radio broadcasting holds for Ethiopia. 3
3.3 FM Stations in Ethiopia
The first FM station was launched in Ethiopia in June 2000, established under
Radio Ethiopia. FM Addis 97.1 has been transmitting for 18 hours daily, mainly
focusing on urban issues and confined to Addis Ababa and nearby towns, with
2.5Kw (PMC, 2006). 4 Since this station was the first FM station in the country, it
has captured a large number of audiences in the urban areas, broadcasting musical
programs, news summaries, sponsored programs on social issues, attracting
different segments of the audience.
FM Addis 97.1 was basically started to be different in style and format to that of
Radio Ethiopia. Most of the programs in FM Addis are participatory. Listeners call
live and express their views and people appreciate to use this out let because it
helps to share their experience. However there is still criticism that sometimes
there is the influence of format of national service broadcasting over FM Addis.
“This out let shuttles between the conventional and formal and the innovative and
informal formats.” (BBCWST, 2006: 7).
Apart from programs produced by the station, partners also buy airtime and
broadcast their program. Major partners of the station include among others, Panos
Ethiopia, Population Media Center, Pro-Pride, AIDs Resource Center, Addis
Chamber and Forum for Social Studies.
3 A good experience that lessons can be drawn from is an audience survey conducted by population Media
centre (PMC) on the effects of Radio Serial Drama on Reproductive Health Behaviour. The <strong>Audience</strong>
survey outlined the key findings on lessons learned on issues of Reproductive Health, Women Status, HIV
AIDS, and Family Planning from Two Serial Radio Dramas.
4 Starting from January 2008, FM Addis started broadcasting for 24 hours.
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Years after the establishment of FM 97.1, Fana FM 98.1 FM Bahir Dar 96.9,
Awassa FM, FM 96.3 (established by Addis Ababa City Council) and Dire Dawa
FM 106.1 started their transmission in the respective regions. During the past three
years, the number of FM stations has increasing, especially in Addis Ababa,
raising the total number to five.
One important current development as far as FM stations concerned is the opening
up of private two FM stations in the capital city Addis Ababa. Zami Public
connections and Sheger FM (108.1), begun to air their program starting from
November 2007. Even if these two stations took license from the broadcasting
agency before 3 years, it took them quite a considerable time to set up the station
and broadcast their program.
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4. Findings and Discussion of the survey
4.1 ‘Dewel’ radio program
‘Dewel’ is a radio program which focuses on development and social issues,
broadcasted on FM Addis 97.1, three times a week; every Monday, and Friday
from 12:40 am to 1:00pm, and on Wednesday from 7:40-8:00 pm. The program
was first launched on the March 200. The objectives of the radio program, the
messages/contents and formats are discussed in this section in line with the
interviews conducted with key informants from FSS, WAAG communications and
FM Addis 97.1.
Objectives of ‘Dewel
According to materials obtained from FSS, the major objectives of broadcasting
‘Dewel’ are to provide the audience better understanding on social and community
issues, and promote public awareness. This is done with in the context of the
‘country’s development priorities’. The other major objective is to improve ‘the
democratization of public policy making’ (FSS 2007). In addition, the program is
aimed to inform audience on issues related to the Millennium Development Goals.
The initial objective of starting the radio program, according to the executive
director of FSS is reaching out to the wider public by getting out of the ‘academic
shell’. He further explained, “It was a one step forward in terms of meeting the
public”. Thus FSS started workshops, dialogue, and policy oriented research.
However, the organization realized that it is still reaching the very small fraction
of the society. Hence, the radio program is taken as means to reach the wider
section of the society with message.
The previous executive director of FSS, adding to this, explains that the
organization, essentially, is a policy research institution. The organization’s major
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objective is to promote public awareness about key development issues that deals
primarily with poverty, environment, gender, food security and so on. It provides
materials and research out puts for policy makers, policy planners, government
officials for civil society organizations as well as providing information on these
issues to the public so that the public will have the possibility to make informed
decisions as well as intervening in the policy making process. Thus, coming up
with the idea of reaching the wide audience with a radio program was the main
objective of starting “Dewel” on FM Addis 97.1
Adding the previous executive director of FSS says, “Conferences and workshops
could only attract very small number of people.” Because of this FSS used to be
criticized as an elitist organization who only talks to the privileged few. The idea
of setting up a radio program is to reach as many people as possible and to share
information to the wider public.
Issues/message Development
Messages transmitted on “Dewel” radio program, from December 2003 to March
2007 was reviewed by the evaluators. Various issues have been treated on the
radio program in different approaches. The issues mainly focus on key
development issues such as poverty, environment, HIV AIDS, gender equality,
food security, provision of social services such as education, Health and water and
so on.
Issues are provided to the producers of the radio program by FSS. Decisions are
made by FSS on the contents of the programs. According to the communication
officer of FSS, issues are identified from the research results and forums
conducted and organized by FSS and also different issues discussed by various
non-governmental and governmental organizations. Selecting the topics is entirely
the responsibility of FSS with a room for WAAG to deal with timely issues or
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events. Adding to this, the managing director of WAAG Communications says,
“Contents come from academic studies by FSS and FSS discussion groups.”
WAAG Communications also look for issues from news papers and events, which
might be found out timely and related to the program. They look for a supporting
document at FSS, conduct interviews with relevant persons and broadcast it. For
example, the managing director of WAAG communications remembers that the
issue of housing problems was first taken from a newspaper article. The FSS
communication officer explains that FSS and WAAG conduct frequent meetings
to make sure that topics are not redundant, and revolve around the theme of the
program, which is development. The previous executive director also mentioned
that it is the role of FSS to decide on the issues. He said this program is a joint
program between FSS and WAAG Communication.
Furthermore, the journalists try to balance the issues when needed. For instance, if
the issue needs the explanation of both the government and the civic society, then,
they conduct interviews with relevant persons from both sides.
The program editors at FM Addis 97.1 also have their opinions on the content of
“Dewel”. The first editor acknowledges that the program is educational, focusing
on social issues and deals with serious topics. He says, “Dewel gives coverage to
topics that civic societies come together and discuss on different forums. We and
other partner organizations might not get access to such sort of meetings to cover
what has been discuss by civic societies. That fills the gap and gives something
new for the audience.” The second editor also says that the program gives
coverage for wide social and development issues. “The issues that they discuss are
very important and cross sectional across sex, age, social status and professional
background. They invite qualified experts who have the educational qualification
and relevant work experience in the topics they raise in their radio program.”
However, they both comment on the issues comparing it to the nature of FM
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stations. The second editor says, “Our Station is FM, and FM by its very nature
entertains light issues. It gives you the freedom to raise social issues and present it
in a very attractive way. The style of presentation in Dewel program is heavy.”
Adding to this, she says that the materials are taken from meetings and events
taking place in Addis Ababa. Presenting these materials as they are also makes the
issue hard to be taken as it is.”
There is still hesitation from the part of the editors that whether Dewel radio
program succeeded in giving good coverage for social and development issues that
touches the day to day life of ordinary citizens. In this regard the first editor
explains his point by saying that
A lot remains to be done to give coverage for issues that touches the
day to day life of ordinary people. Dewel can do better, in my opinion.
It can go deep in to the concerns of the society and discuss their
problems. Our community needs media organizations to raise issues
that are deeply embedded in the society and have meaning in their day
to day life. The audience does not give you attention necessarily
because one topic is raised by one or another group of civil society or
authorities or experts in a given subject. What might capture the
attention of the audience might not necessarily be what has been said
on events either. Dewel has to go down in to the society and reflect on
what the problems in the society are and come up with possible
solutions. If you really get the problems and treat them accordingly,
the audience will listen attentively even if the program is hard.
On the other hand, FSS and WAAG officials say that a fair amount of work has
been done to touch upon problems that are deeply-rooted in the society. Efforts
have been exerted to touch issues that are not given due attention by the
government or any other of the development agents like NGOs and community
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ased organizations for that matter. According to them the editorial policy of the
FM Station, does not allow partner organizations such as FSS to bring the plight of
the majority of people to the attention of the public through the electronics media.
There were times that an attempt was made to broadcast less sensitive issues and
the program was taken from air because of misunderstandings between FM Addis
officials on the one hand and FSS and WAAG communications on the other.
Format
The format of “Dewel” radio program combines of interviews, texts and letters
from listeners. Each program is put on air for twenty minutes three times a week.
The format is conceptualized from experience, according to the managing director
of WAAG Communications. “We combine interviews with the text we get from
FSS. In fact, we have researched on the best hours for transmission, which are
universally known as the ‘prime time’, and picked the dates.” In addition, the
communication officer at FSS says that maximum efforts are exerted to make the
program light and easy to the audience, due to the fact that FM station is mainly
for entertainment. He says, “We try to present the program in a light form by
entertaining listeners’ letters, and sometimes by opening the program by poems.”
The managing director of WAAG Communications mentioned that in the
beginning, they also made an attempt to include phone-in in the program.
However, the important technical facilities didn’t exist at the radio station at the
time.
The editors from FM Addis 97.1 commenting on the format say that the program
lacks human elements to attract more audience. The second editor says, “What
matters most is to give human element in the stories that we discuss. If this
important element is missing from the program, there is nothing that drives the
audience to hear your program.” In addition, they both commented on the
24

language use. They say using English words and professional jargons, which the
audience may not be familiar with could create ambiguity.
<strong>Audience</strong> participation
According to key respondents from both FSS and WAAG, audience participation
was determined by listeners’ letters, phone calls and radio competitions. The
results show that during the initial planning of the radio program, audience
segmentation has never been conducted.
The former executive director of FSS says that after the program went on air, they
have made a series of assessments. The first is the audience survey that the
organization conducted for the first time. The survey tried to show what sort of
people listens to “Dewel” radio program very frequently. 5 The first survey also
claimed that, by then, Dewel has 9 million listeners in the area coverage of 150
kilo meters from Addis Ababa.
<strong>Audience</strong> competitions were also organized three times for three consecutive
years. Questions were read out on the program for audience to participate in
sending their answers. On the basis of the results prizes were given to participants
who ranked from first to tenth, and ceremonies organized in which the top 10 and
media officials were invited. Those who were regular listeners participated in the
competition. In addition to this, key informants mentioned that they received
letters as far away as Assela and got the impression that FM Addis covered a wide
area.
The managing director of WAAG communication also shares this idea. He says
that the competitions have helped them to identify how much of the message sent
out is understood by the audience. He adds, “We use telephone calls and listeners’
5 The first survey indicated that the actual and potential listeners to FM Radio were also simultaneously
listeners to Dewel Radio Program. The <strong>Survey</strong> estimated that Dewel has 9 Million listeners in the area
coverage of 150 Square Kilometre from Addis Ababa.
25

letters to gather comments and suggestions from the audience. We have a regular
item in the program that is dedicated to listeners’ letters.” Meanwhile, there is an
understanding that the audience could be from a certain age groups and section of
the society. According to the communication officer at FSS, policy makers and the
large community who listens to the radio are targeted.
Efforts to engage audience in the program have been exerted from the side of both
FSS and WAAG. They both say that there was no enough technical equipment at
radio Ethiopia, and even the one telephone line which existed there was used by
the reporters of the radio station. The other limitation to engage the audience in to
the program, according to the former FSS executive director is the accessibility
and affordability of telephone by the poorest section of the society. “The poor
farmer does not have access to the telephone. Who has access to the telephone to
call to the program and discuss things? It is somebody who has the awareness and
the person who is knowledgeable; or someone who has an income. It is very
difficult to go down to poorest people. We did try.”
On having listeners’ diary or ‘Feed Back Form’ to be filled by listeners’ groups, as
another means of ensuring audience participation, previous attempts were made by
WAAG, and now all the respondents agree on its importance.
Comments and suggestions
The former executive director of FSS suggests that the program should be able to
reach as much audience as possible in the future by making the program less
complex. If so, ‘ordinary’ people will choose to listen to it, because they can easily
understand the program.
Both the managing director of WAAG and the communication officer at FSS
suggest that it is important to form listeners’ groups, in order to be able to get
26

frequent feedback. In addition, the managing director of WAAG suggests that they
need to continue the listeners’ competitions to evaluate if the audience has
received the message as planned.
On the style of presentation, the two editors from FM Addis 97.1 commented that
it is some how ‘dry’ to be aired on FM station. They suggest that is should be
presented in a form of ‘education-entertainment’ to attract more audience from all
section of the society. They also suggest that the academic terminologies
sometimes appearing in the programs could cause misunderstanding or ambiguity,
thus, should be simplified to the understanding of the ordinary audience.
4.2 Focus Group Discussions
Ten focus group discussions were conducted in the areas of Addis Ababa and near
by towns. In each FGD, there were six discussants. In each FGD, the moderator
played one “Dewel” program for the discussants to help them memorize the
program. The results of the discussions are summarized as follows. (See Annex A,
Table 1)
Familiarity with the radio program
From the sixty participants, two third said they are familiar with “Dewel” radio
program. One third said they just heard about it that day. From the discussants
who confirmed that they have tuned in to “Dewel”, two third of them said that
they are casual listeners while one third claimed to be regular listeners. However,
from the regular listeners, some said they only listen to one of the programs every
week and some said they listen to the three programs every week.
One third of the respondents who were not familiar with “Dewel” said they only
listen to entertaining programs on FM like music show. Others said that they are
not sure if they have, due to many similar programs broadcast on FM these days.
On the other hand, those who claimed that they are casual listeners said that they
27

find “Dewel” dealing with social issues, which they found to be not appealing to
their interest to tune in regularly. They also added that most of the issues raised are
not easily understandable and applicable to real life.
Knowledge gained from the program
The regular listeners said that the program deals with side social issues which they
found to be important. Some even mentioned specific programs which attracted
their attentions, such as programs dealing with disability, violence against women,
microfinance institutions and prostitution. A DJ, who is a regular listener, said that
after listening to the program which dealt with street girls and prostitution, his
opinion towards women who are engaged in that kind of work has changed. He
witnessed that the program helped him to develop a better understanding of the
situation.
Another discussant added that the social issues entertained by “Dewel” are
researched and diverse. Issues such as child rights, food security, health,
microfinance and other development issues are treated well by “Dewel” compared
to other programs of FM Addis 97.1. Another discussant said he found the
programs to be educational.
Proximity of the issues raised in the program to real life
In the FGD, respondents are asked whether the issues entertained in the program
are closely related with their own personal life or the social condition in their
surrounding. Answering this question, different discussants shared their
experiences. One person from Kirkos sub-city said that programs which dealt with
women’s issues are important. “I work as women desk officer at Kikos sub-city. In
our sub-city, we tried to increase the radio listener ship of women members of the
community. The problem that we faced is that women do not have the culture of
attending to the media. This is because women shoulder huge responsibility in the
28

household. The women in our sub-city are disadvantaged in almost all aspects of
their lives. They have limited access to schooling, employment and other social
services. Most women in our sub-city are exposed to time consuming hard labor to
fulfill her responsibility as mother and wife. Their situation becomes worse as a
result of the death of the husband which will make her to lead the livelihood of
herself and her dependents single-handedly.”
One other respondent also commented “I live in kirkos sub-city. Kirkos is one of
the densely populated sub-cities in Addis Ababa. This Kebele is full of dilapidated
houses, and lacks appropriate sanitation facilities such as latrine, waste disposal
mechanisms that includes sewerage systems. Inaccessibility of potable water at
household level contributes to poor environmental sanitation. The majority of
households in Kebele are unemployed and the others are low-income and rely on
petty trades and other informal activities to earn a living. They mainly depend on
pity trading and a remarkable number of the female population engaged in
commercial sex work. The majority of the women engaged in prostitutions came
from the rural parts of the country and these women are exacerbating the social
problems that we already have in our sub city. The Dewel radio program that we
heard now partly explains the reality in kirkos sub city”.
Another woman said that she is a petty trader and she knew a lady who sits beside
her. The lady gave birth last time and didn’t go the clinic even once. Then this
woman said she told her the importance of going to the hospital for treatment after
listening to “Dewel” radio program. Another respondent said that he has learnt a
lot about mother and child care. He said that this is directly related to their day to
day life, since there are families everywhere.
Discussants also mentioned programs dealing with the growth of population
contributing to environment degradation. One elderly discussant said that people
at his age can now understand how the fast growth of population has impacted on
29

the environment problems we are facing these days. He said he has learnt a lot
from “Dewel” program on the issue. Other discussants said that listening to the
program helps them relate issues to the reality they live in. They added, for
example, programs dealing with education and youth issues are related to their
lives. Especially, programs dealing with education, they said, address the real
problem of the youth in the country.
Time of transmission of “Dewel
Discussants have different opinions regarding the time of transmission. Most of
the women discussants preferred the evening program, saying that they are busy
with household chores during the day, and even they may not get access to the
radio set then, due to the fact that men around the house would use it. Thus they
suggested that the program should be aired in the evening.
Most of the discussants, who are students and teachers suggested that the program
to be transmitted over the weekends, since it is not easy for them to tune in during
the day. One discussant said, “I think it is better if the program is aired on
Saturdays and Sundays. It is on these days that students, teachers and other
employees could be free and listen to the radio program without rush. Our mothers
also can listen to the program while they gather for coffee. Most family members
will also be at home over the weekends.” Other discussants suggested that the
transmission of “Dewel” should coincide with other ‘interesting’ programs on FM
97.1, such as ‘Yibekal’. They said that they can listen to “Dewel” ‘at one sit’. On
the other hand, other discussants said that the time of transmission suits them well.
In addition to the time of transmission, discussants commented on the time slot.
Some said that twenty minutes is not enough for such heavy issues. They
suggested that it should at least be for thirty minutes. But not all discussants
agreed with this, there were others who said twenty minutes is enough, because
30

the program deals with serious issues, and there is a chance that it might be hard to
follow it up if it is on air for more than twenty minutes.
Language and style of presenting the program
Two third of the discussants, who claimed to listen to “Dewel” either regularly or
casually, said that the language used and the style of the presentation in the
program is good. However, they also pointed out that, the language use and the
style do not apply for all sections of the society. One discussant said, “I don’t
think the style of presentation is interesting for young people. I think the language
used in the program and the style of presentation is directed to adults who are
above the age of 30. The presenters of the program have to take in to account the
interest of all sections of the society that include among others, young people,
adults and the elderly.”
In addition, another discussant said that the language used on the program targets,
most of the time the educated section of the society. She said not all of the
audiences are aware of the issues discussed in the programs. Therefore, it is
important to simplify the texts and often try to give some introduction to the topic
for those who are not aware of such issues before.
Discussants also commented that the participation of audience could impact on the
style of presentation. They said if some audiences are invited to discuss certain
issues on the program, it would attract more listeners. “They can select one social
issue and invite the audience to participate directly in their program.” A
discussant, adding to this said, “The program has its own strength and weaknesses.
Its strength is that it is presented by two persons. This is good for variety.
However its weakness is that it is not participatory. They do not invite listeners to
participate and give their comments and suggestions on the program. They
announce their telephone number at the beginning of the program but we have not
31

heard any comment given by the audience so far.” Adding to this, another
discussant said she would prefer the presenters to rather present the program in a
way of conversation, than reading straight from the script. Other than this, she said
that she likes the style of presentation.
Some discussants also said although the issues dealt with are important and
interesting; the style of presentation is not attractive. They suggest that it should
also be presented in a form of drama, incorporating entertainment package. They
suggested that the issues will only be simplified if they are presented in a form of
entertainment. One discussant said, “I find it hard to focus on dry facts for more
than ten minutes. I need a break in between. I think there are also other people like
me.”
Comments or suggestions regarding “Dewel
Comments and suggestion from the discussants of the FGDs are summarized as
follows.
• The program gives good coverage of social issues from different aspects.
They invite experts. But it is good if they also read letters from listeners
often.
• Most of the time “Dewel” gives focuses for events and happenings in
Addis Ababa. It is good for the quality of the radio program if the
producers go out of the capital city and record on social issues in
surrounding areas of Addis Ababa such as Nazareth and Ambo.
• If “Dewel” wants to reach a wide audience out side of Addis Ababa, it has
to give coverage for Regional and local development issues. So far, local
issues out side of Addis Ababa were not given their fair share in the
program.
• “There should be an effective way to get immediate feed back from the
audience. There should be a possibility for the participation of the audience
32

in the process of content selection and decisions on style. In the future,
there should be a way to involve the audience directly in the program.
• The theme, the opening and the bridges of the program have to be revised.
It is better to make it more attractive.”
4.3 Results of questionnaire
Two hundred questionnaires were distributed and one hundred forty were returned
completed. The questionnaire had two parts; the first part dealt with respondents’
profile, while the second part focused on the content, style and format of “Dewel”
radio program.
The results from the questionnaires are presented in percentages, and will be
discussed in detail in the section ‘Discussion’, using qualitative method. Thus, in
this section, only the findings of the survey are presented.
Profile of respondents
The results from the questionnaire show that 58% are male while 42% are female.
0.09% percent are from the age group of 15-25, 41.1% from 26-35, 44.1% from
36-50 and 14.7% are from 50 and above. (Please see Annex A, Table 2)
Regarding their educational background, 10% have completed high school, 20.4%
are diploma holders, 16.7% are first degree holders, 30% at post graduate level
and 22.5% have not attended formal education. (Please see Annex A, Table 3)
30% of the respondents are government employee, while 9% are working in the
private sector. 12% are self employed, while 14% works for NGOs. 13% are
students, 17% unemployed and 5% are retired. (Please see Annex A, Table 3)
33

Results
89.7% of the respondents listen to the radio, and the majority of those respondents
listen to FM radio indiscriminately. Of those who listen to FM, 63% are familiar to
“Dewel”. Of those who are not familiar with “Dewel”, 58% said they haven’t
heard of the program, while 42% said the time is not convenient for them.
Regarding the time of transmission, which the respondents tune in frequently, 10%
said only on Monday, 40.5% on Wednesday only, 28% on Friday only, 13.5% all
the three days and 8% only two days a week. Respondents who have been
listening to the program since it started to be aired in 2001 counts for 12.2%. At
the same time 12.2% counts for those who said have been tuning in for the past 5
years. 75.6% said they don’t remember the exact time.
Issues selected by the audience as important
Respondents found the following issues interesting and useful, because they are
educative and informative. They also explained that the program deals with
diversified issues, which broadens their scope of understanding these social issues.
The issues include among others:
• Environment, water and sanitation,
• Poverty and food security,
• HIV and other health issues,
• Gender and Policy,
• Disability and the society,
• Prostitution and street life,
• Children’s issues,
34

They also pointed out issues related to population, problems with housing, and
problems with restaurants to be informative and educative. Majority of the
respondents said that the content drew their attention to the issues.
Knowledge gained from “Dewel”
Among the respondents who claim to be familiar with “Dewel”, majority replied
by saying that the program has helped them gain knowledge on social issues such
as prostitution, health and women’s issues. Some of them said that the program
helped them develop their awareness on sanitation and water use, and now they
give more attention to things like that. One respondent said that his attitudes
towards women’s issues changed after listening to the program.
On the other hand, some of the respondents said that the program discusses issues
which are familiar to them. Thus they were not able to gain knowledge, or learn
something new.
Proximity of issues discussed on “Dewel” with real life or social surroundings
Majority of the respondents said that issues related to environment, water and
sanitation relate to their communities. While others said that issues related to
gender and women, poverty and food security are directly related to the social
issues of their communities, and at times are related to their private life. However,
some said that the issues are not directly related to the reality found on the ground.
Is “Dewel”, unique as compared to other programs on FM Addis 97.1?
63% of the respondents said that “Dewel” is unique compared to other programs
transmitted on FM Addis 97.1. They said this is because it deals with diversified
social issues, unlike other programs, the issues covered makes it unique and it
provides experts’ professional explanation.
35

37% said that it is not unique at all, because nowadays, many radio programs deal
with similar issues, some of them are more focused on one issue than “Dewel”.
Style of presentation
Respondents were asked how they rate the style of presentation of Dewel Radio
program. 33% of the respondents rated the style of presentation of “Dewel” as
‘very good’, while 25% rated it as ‘good’. 27% rated it as ‘not bad’ while 2% rated
it as ‘poor’. 7% rated the style of presentation as ‘excellent’.
Language
32% of the respondents rated language in “Dewel” as ‘very good’, while 46.4 %
rated it as ‘good’. 11% rated it as ‘not bad’ while 10.7% rated language in
“Dewel” as ‘excellent’.
Time of transmission
44.4% of the respondents said the time of transmission is suitable for them to tune
in, while the same percentage of respondents replied that the time has to be
changed. 7.4% said it is ok, while 3.7% said it is not suitable at all.
In additions to this, respondents were asked if they would recommend “Dewel” to
others as a good source of information. 75% of the respondents said they will
recommend “Dewel” to others, while 28.6% said they would not.
Comments and suggestions
Respondents were asked for their comments and suggestions after they finish
completing the questions. The following are the comments forwarded by the
respondents.
36

• The program deals with important social issues. Let it continue like this.
• The time of transmission should be changed, probably after 8pm.
• The time of transmission should be extended from 20 min. to 30 min.
• The program should also be broadcast on the national service of radio
Ethiopia.
• The program should be re-broadcast on other stations.
• More efforts have to be exerted to make the program more attractive, by
playing more musing, incorporating drama and poem to attract more
audience.
• The style of presentation should be more appealing to the large audience.
4.4 Discussion
“Dewel” radio program, as it has been discussed in the previous section, has the
objective of reaching the wide audience with social and development issues. The
program also aims to provide the audience with researched information and enable
them to understand the issues of social development in the country. “Dewel” has
been broadcast on FM Addis 97.1 since March 2001. The results of the audience
survey, conducted a year later, show that the program has been quite popular
among the audience in Addis Ababa and the surrounding towns.
This audience survey attempts to examine the effectiveness of the program, since
the last survey. In this section, the results of the survey are discussed as follows.
4.4.1 <strong>Audience</strong> of “Dewel”
Which section of the society?
It is important to identify the section of a society, as a potential target audience, to
determine the effectiveness of a media product. In the initial planning of the
program, experiences show that audience segmentation is one vital step,
37

equivalent to selecting contents and channels. This helps, not only to know who
the audience is and to send the proper message, but also to conduct frequent
survey to evaluate the program.
The potential audience, according to the assumptions by the sponsors and
producers of “Dewel” are the policy makers and the large public in Addis Ababa
and near by towns. The survey results show that the audience is diversified. There
are audience from the youth, adults and elders. Men audiences are also slightly
higher than women listeners. From the audience members who are in the age
group of 26-35 and 36-50 counts to be the majorities. The educational background
of these respondents range from diploma to post graduate level while a remarkable
number of respondents do not have formal education. The members of the
audience also come from various fields of professions and work places. These
factors have impact on the audience behavior and knowledge, which in return
determines how they perceive a certain type of media outlet, how they understand
it and how their react to the message.
Are they regular listeners?
The survey result shows that there are regular listeners of “Dewel”, as well as
casual listeners. Majority of the respondents say that they are casual listeners for
several reasons. Women respondents, explaining why they do not tune in
regularly, said that the time of transmission is not suitable for them, since they are
engaged with household chores and other social activities during the day.
Similarly, students and teachers also said that the program is transmitted at the
time of the day, when they can not tune in. Thus they suggest that the time of
transmission to be changed, either to the evening, after 8pm., or to be broadcast
over the weekend.
38

On the other hand, respondents from the youth groups said that they are not
regular listeners, because they find the program to be very serious. Thus, they find
it hard to tune in all the time. They suggested that it should be presented in a
simple manner, incorporating entertaining packages. They said that the program
needs human elements, dramas, poems and music. According to the respondents,
the program has to be able to attract more audience by encouraging audience
participation.
4.4.2 <strong>Audience</strong> feedback on “Dewel”
Content, format, and style
The survey shows that there are differences in opinions regarding the format and
style of presentation on “Dewel” radio program. <strong>Audience</strong> members from the age
group of 36-50 and above and those from educational background of diploma and
above agree that the content, format and style of the program suit them. This is
because it gives them a chance to listen to something different from other FM
programs, which are ‘crowded’ with music and light issues, such as sport and talk
shows.
On the other hand, youth with the age group of 26-35 and some from 36 and above
have another opinion regarding the content, format and style of presentation on the
program. They said that they find the content to be more complex, and the format
and presentation style as not appealing to their interests. They suggest that the
format and the style of presentation should be changed, to attract more audience,
and keep the once who are already listening to the program.
One important factor which seemed to be by-passed by communication planners is
the importance of the competence, empathy and quality in communication, due to
the assumption that the audience does not accept everything that is offered by the
39

mass media. Sender and receiver, enter the communication process with different
perspectives (Windahl & Signitzer, 1992). There is a tendency of competition and
being compared to other media products, and one has to be able to outshine the
other.
“Dewel” is also evaluated compared to other radio programs on FM stations.
Some respondents identified it as ‘unique’, because it covers diversified social and
development issues. The program also invites experts to give professional
explanation on the issues under discussion. Moreover, the fact that the producers
have access to researched materials and proper contact persons make the
information credible and reliable compared to other radio programs.
However, some audiences from the youth groups could not find “Dewel” unique,
compared to other radio programs. They argued that the issues, although
diversified, still are dealt with on other radio programs on FM stations. They said
that the issues are rather repetitions, and even presented in a less attractive
manner. They compared “Dewel” to programs like “Yibekal”, “Mestawot” and
“Betegna”. They argued that these programs managed to attract more audience,
because the style of presentation has entertaining element, and at the same time, it
involves direct participation of audience members. However, there is a difference
among the format and objectives of these programs. The audience, from the
survey, couldn’t identify the difference.
4.4.3 Effect of “Dewel” on the audience
There is an assumption that effect of media products may not be successful by
simply increasing the flow of messages, with the assumption that a message will
directly influence audience perception (Windahl & Signitzer, 1992). Messages are
40

said to have direct relation to the lives of the target audience, so that they can
easily identify themselves with it.
The survey result shows that certain issues have impacts on the audience.
Respondents said that some of those issues have direct relations with the reality
they live in. Issues such as poverty, health, disability, gender and environment and
sanitation were mentioned to be directly related to their lives. As a result, they say
that their awareness on the issues is raised and some witnessed change of attitudes
towards disabled people, prostitutes and women. Others said that they managed to
gain knowledge on some development and social issues.
Conversely, some audience said that they couldn’t find something to take hold of
from the program, although they tune in causally. They argue that the issues
discussed are not new to them at all.
Others also mentioned that they can learn more from livelihood of ordinary people
who have first hand information’s about the issues under discussion and willing to
share their experiences in the program than opinions of experts invited on the
program quite often. These people say that Dewel tends to be event driven and
focused on experts rather than ordinary people and their problem.
41

5. Conclusion and Recommendations
5.1 Conclusion
The major objective of the survey is to conduct a thorough audience survey on the
radio program “Dewel”, to evaluate the program’s effectiveness and the impact on
the audience to determine its future direction. The survey, specifically tried to
identify the section of the society which listens to the program, evaluate the
effectiveness of the radio program from audience feedback, examine the
effectiveness of the program’s content, style, language and time of broadcasting
from the audience point of view, evaluate whether the topics raised in Dewel
radio program are closely related with the livelihood of the majority of the
audience or the social condition in their surrounding and evaluate audience
perception of the radio program compared to other FM radio programs.
Although, continuous efforts have been exerted by the sponsors and producers of
“Dewel” to improve the program, the survey shows that more has to be done to
guarantee its listenership. <strong>Audience</strong> feedback from the survey demonstrates that
there is a need of direct participation of audience in the program. Additionally,
some respondents suggested that there should be an entertaining element at the
same time, to attract and keep the audience. Although the issues are diverse and
timely, respondents suggest that the style of presentation is ‘dry’ to their test. This
might differ from one audience group to the other, depending on their educational
and professional background. The survey shows that majority of the respondents
of the questionnaire, who claim to be regular or casual listeners rated the
presentation of the program as ‘good’. Thus, this shows that there is a variation
among the opinions of audience groups. That is why there is a need of audience
segmentation while planning and implementing a program, to determine what
kind of message to which type of audience and when to broadcast.
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In addition to this, some respondents and editors from FM Addis 97.1 mentioned
that instead of depending on experts’ views and research outcomes mostly, it
would be better if the program includes opinions and comments of ordinary
people from the society. This is not to mean that expert’ opinions and research
outcomes are not relevant; rather, they can give solid background to the topic
discussion.
5.2 Recommendations
The evaluators of the audience survey came up with the following
recommendations, after analyzing the findings of the survey and listening to the
radio program “Dewel”. The recommendations are results from the survey and
from the professional and personal experiences of the evaluators. The
recommendations read as follows:
• To guarantee the effectiveness of “Dewel”, and to evaluate the program
in regard to reaching the audience properly, direct participation of the
audience is vital.
• There is a need of forming listeners’ groups and preparing listeners’
diaries in order to get frequent feedback about “Dewel”. The listeners’
groups should be grouped according to the type of the target audience.
• Listeners’ letters program should be considered as one important item of
the radio program, to encourage audience participation.
• The program needs a human touch (interviews and direct participations
of audience members), thus, the approach should be revised. Although
the major objective of the radio program is to inform, the evaluators
suggest ‘education-entertainment’ approach, since it is broadcast on FM
station.
• Radio programs sponsored by different organizations, dealing with
different development and social issues are mushrooming nowadays.
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Soon, the audience might find it difficult to identify which program
deals with what issue. Thus, it is important to brand the name of the
program “Dewel” by involving extra promotional work.
44

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- Atkin, C.K. and Wallack, L. (1990), Mass communication and public
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of the Elaboration Likelihood Model of Persuasion’, in Bryant, J. (ed.), Media
effects: advances in theory and research. Hillsdale, N.J.; Hove: Lawrence
Erlbaum Associates.
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Perspective’, in Bryant, J. (ed.), Media effects: advances in theory and
research. Hillsdale, N.J.; Hove: Lawrence Erlbaum Associates.
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Sage.
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45

- Soanes, C. et al. (eds.) (2006), Oxford English Dictionary. Oxford
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- Windahl, S. (1992), Using communication theory: an introduction to planned
communication. London: Sage.
46

No.
1
2
3
4
5
6
7
8
9
10
Annex A
Table 1
List of FGD discussants and locations
Gender Age Group Educational Back Ground Professional Background
Location
Add.Gebe
ya
Akaki
Arada
Bole
Kirkos
Lideta
Nazreth
Merkato
Sebeta
Teklehaim
anot
Male
Female
18-30
31-40
41-50
50+
High sch
completet
Diploma
4 2 - 2 1 3 3 1 2 - 3 - 1 - 1 1
3 3 - 3 3 - 3 2 1 - 2 - 2 - 2 -
3 3 3 2 1 - 3 3 - - 3 - - - 3 -
3 3 2 4 - - 2 3 1 - 2 1 1 - 2
2 4 - 3 2 1 4 1 1 - 1 3 - 1 1
2 4 - 4 1 1 3 1 1 1 1 1 - - 2 2
3 3 4 2 - - 2 3 1 - 1 2 1 - 2 -
4 2 2 3 1 - 3 2 1 - 1 2 2 - 1 -
4 2 2 2 2 - 2 3 1 - 1 - 2 - 3 -
3 3 - 3 3 - 3 2 1 - - 2 2 - 2 -
Total 31 29 13 28 14 5 28 21 10 1 14 9 14 0 19 4
1 st deg.
Post grd
Gov’t
Private
Self emp.
NGO
47
Unemploy.
Retired

Table 2
Questionnaire respondents’ profile
Table 3
High.sc.
Gender Educational Background
M F 15-25 26-35 35-50 50+
58 42 0.09 41 44.1 14.7
% 100 %100
Educational background Professional Background
diploma
!st deg
Post.grad
No. ed.
Gov’t
10 20.4 16.7 30 22.5 30 9 12 4 13 17 5
Private
Self-emp
NGO
%100 % 100
Student
Unemp.
Retired
48

Annex B
Questionnaire
Case No
This questionnaire is prepared to gather information from audience feedback on the radio
program called “Dewel” broadcast on FM 97.1, three times a week. Please try to answer
all the questions you believe are relevant. The responses will be used for data analysis
and are marked by case numbers to keep the confidentiality of the respondent. You don’t
need to fill in your name. It won’t take more than ten minutes to complete this
questionnaire.
Thank you.
1. Sex Male _______ Female________
2. Occupation
i. Government Employee___ v. Student___
ii. Private Sector___ vi. Unemployed___
iii. Self employed___ vii. Retired___
iv. NGO___
3. Age 15-25____ 26-35____ 36-50____ 51 and older
4. Educational background
i. Elementary (1-7) ___ iv. Post Graduate___
ii. High School (8-12) ___ v. Do not have attended formal
iii. 12+1 to 12+4___
*** do you listen to radio, which station?
education___
5. Are you familiar with the radio program called “Dewel”?
Yes____ No____
If yes, please go to question no.6, if no please answer the nest question (Q.5)
6. If No, could you please select one of the reasons?
i. I haven’t heard of the program___ iii. I don’t have access to radio___
ii. I don’t have time___ iv. I don’t like listening to radio___
7. If yes, which time of the transmission have you found suitable for you to tune in?
i. Monday___ iv. All three days___
ii. Wednesday___ v. Only two days___
iii. Friday___
8. Since when have you started to listen to the program?
i. Since it started in 2001___ iv. I don’t remember___
ii. For the past 5 years___
iii. for the past three years___
49

Thank you for completing the above questions. The next section focuses on the content
and format of the radio program.
9. Which issues discussed on the radio program captured your attention? (You can select
more thank one)
i. Environment, water and sanitation___ v. Disability and the society___
ii. Poverty and food security___ vi. Prostitution and street life___
iii. HIV and health issues___ vii. Children’s issues____
iv. Gender and Policy___
Others________________________________________________
10. What draws your interest to listen to the program? (You can select more than one)
i. The way it is presented___ v. Other (Please specify)
ii. The issues covered ___
_________________________________
iii. The format of the program___
________________
iv. I just like it ___
11. Would please briefly write down what you have gained from the program?
________________________________________________________________________
________________________________________________________________________
12. Do you think “Dewel” is unique compared to other programs transmitted on FM
97.1? (If yes, please answer Q. 11)
i. Yes___ ii. No___
13. What do you think would make “Dewel” unique from other radio programs on FM
97.1? (Please explain briefly)
_____________________________________________________________________
14. How would you rate the style of presenting the program?
i. Poor ____ iv. Good___
ii. Not bad___ v. Very good___
iii. Well____ vi. Excellent____
15. How would you rate the use of language in the program?
i. Poor ____ iv. Good___
ii. Not bad___ v. Very good___
iii. Well____ vi. Excellent____
16. How would you rate the time of transmission of “Dewel”?
i. Suitable___ iii. Not suitable at all____
ii. Ok___ iv. It should be changed____
17. Would you recommend “Dewel” to your friends as an informative program?
50

i. Yes___
ii. No___
iii. I don’t know___
17. If you have comments or suggestions regarding “Dewel”, please briefly write
down.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_________
Thank you for taking time to complete the questionnaire. If you have any query
regarding the questions, please do not hesitate to contact the person collecting this
data.