Factors influencing content preference among youth FM radio listeners in Nairobi-case of Hope FM

Abstract

The purpose of this study was to explore factors influencing content preference among youth FM listeners in Nairobi with particular reference to Hope FM. This study serves as a guide and a source of information to radio stations broadcasting for young people or organizations that anticipate producing radio programs for the youth. The researcher used the descriptive survey method. Her tool for data collection was the questionnaire which contained both open-ended and closed-ended questions. The researcher selected 200 youth from day secondary schools in Nairobi to take part in the study. She worked with an assistant who helped in the administering of the questionnai res. The study revealed that youth tune to FM stations mainly for entertainment, news and information on issues affecting them. The study also revealed that peer influence is the leading factor influencing content preference among youth FM listeners. Other factors are personal identify and the need to escape from boredom among others. The researcher has given several recommendations to youth programmers; both existing and potential FM station owners, that will help with regard to good broadcasts for a youthful audience. These include looking for ways of incorporating music, talk shows, news and educational programs in the program schedules of youth programs. It also includes identifying the various needs of youth and laying out strategies on how best to meet them.