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

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.
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