Audience Survey Conducted on â€œDewelâ€ Radio ... - FES Ethiopia

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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
Page 1 and 2: Audience S
Page 3 and 4: 3.3 FM stations 18 4. Findings and
Page 5 and 6: 1- Introduction 1.1 Background ‘D
Page 7 and 8: 1.3 Methodology The study would fol
Page 9 and 10: 1.3.4 Focus Group Discussion The po
Page 11 and 12: 2 Theoretical Framework on Media Ef
Page 13 and 14: By assessing media message during t
Page 15 and 16: such behavior, and finally the mass
Page 17 and 18: population, both literate and illit
Page 19 and 20: Years after the establishment of FM
Page 21 and 22: objective is to promote public awar
Page 23 and 24: stations. The second editor says,
Page 25 and 26: language use. They say using Englis
Page 27 and 28: frequent feedback. In addition, the
Page 29 and 30: household. The women in our sub-cit
Page 31 and 32: the program deals with serious issu
Page 33 and 34: in the process of content selection
Page 35 and 36: They also pointed out issues relate
Page 37: • The program deals with importan
Page 41 and 42: said to have direct relation to the
Page 43 and 44: In addition to this, some responden
Page 45 and 46: Bibliography - Ajzen, I. (1988), At
Page 47 and 48: No. 1 2 3 4 5 6 7 8 9 10 Annex A Ta
Page 49 and 50: Annex B Questionnaire Case No This
Page 51: i. Yes___ ii. No___ iii. I don’t

Audience Survey Conducted on â€œDewelâ€ Radio ... - FES Ethiopia

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Audience Survey Conducted on â€œDewelâ€ Radio ... - FES Ethiopia