Audience Perception of Programmes Aired on Online Radio Platforms among University Students in Nyanza Region
Fred Awiti
Keywords: Audience perceptions, Online radio, Platforms, Programmes, University students
Abstract
The purpose of this study was to investigate audience perception of programmes aired on online radio platforms
among university students in Nyanza region. This study was underpinned by the agenda setting theory. The research
employed a descriptive research design. The target population was 872 media studies undergraduate students in six
universities in the Nyanza region. This research used the Yamane (1967) formula to determine the sample size of 274.
Stratified random sampling was utilized to select students in each of the universities. Data were collected through
semi-structured questionnaires and a pilot study was conducted at Rongo University. The study used questionnaires
for accuracy and consistency and 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 provided engaging programmes that met listeners'
entertainment needs. High-quality programming featured knowledgeable hosts, with convenient scheduling enhancing
the listening experience. The study concludes that programmes aired on online radio platforms are engaging and
interesting. The study recommends that online radio platform providers should continue developing diverse,
innovative and audience-centered programmes that meet listeners’ changing entertainment and information needs.
Content producers and programme managers should conduct regular audience research to identify listeners’ interests,
preferences and emerging trends. Radio hosts and presenters should receive continuous training to enhance their
presentation skills, creativity and audience engagement techniques.
