Audience Reception Study on Debub FM 100.9 Programs with Special Focus on 'Sile Tenawo Yiteyiku'

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Addis Ababa University


This study aims at finding out the audiences' response regarding Debub FM 100.9 programs with particular reference to issues related to health. In light of this, attempts were made to assess audiences' program preference, their purpose for listening to the program, and some factors influencing their reception towards the program. Regarding related literature, attempts have also been made to review various literatures written in related with the theme. Accordingly, different theoretical frameworks with particular emphasis to the uses and gratifications approach were presented and discussed. The research method used in this study was quantitative approach. Hence, in order to find answers to the research questions, questionnaire was used as a major instrument of data collection. Accordingly, three hundred questionnaires were distributed to a randomly selected subjects of Hawassa city residents and Hawassa University students. Factors like age, sex, education, occupation, and place of residence were considered to be among the issues that could influence the response of audiences for a particular media text.The analysis of the data shows that age, gender, and education factors were important in influencing the audiences' program (genre) preferences, and their opinions towards the specific program called "Sile Tenawo Yiteyiku". As (McQuail, 2000) states the need of audiences varies according to their experience, gender and educational levels. Thus, the finding reveals instances whereby majority of male respondents preferred to listen to news and educational programs than fema le respondents. What is more , the findin g also indicates that s ign ificant majority of the respondents in all age groups agreed that " Sile Tenawo Yiteyiku " is certainly educative. However, few of the younger participants viewed the is sues rai sed in the program in a negat ive way. On the other hand, place of re sidence and occupation differences were not that much critica l factors in influencing audience reception in thi s study. With reference to occupation, the analysis shows that the tran smission time of "Sile Tenawo Yiteyiku" was un suitabl e for the overwhelming majority of the re spondents, especially for tho se who were students and government employees. Based on the findings, the stud y ha s made some pertinent recommendations.



Debub FM 100.9 Programs, Special Focus on 'Site