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

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.
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