Know Your Audience – Improve Your Radio Rating: Blended learning project on audience research for community radios/media in Kenya and Uganda (Phase 2022/2023)

Project Partner:

Loyola Centre for Media and Communications, Kenya

Project Duration:
July 2022 - July 2024

Project description
The project combines, in a participatory manner, online and offline training elements in the form of easy-to-use and modifiable learning modules with tools and templates, physical on-site visits by mentors allocated to each station, and peer-based learning.

The program’s key capacity-building objectives are: 1) to help radio managers and producers learn more about their listeners and the effectiveness of their stations in achieving their goals; 2) to enable radio managers and producers to determine their share of listenership (measure audience/listener figures) in a competitive media sphere; and 3) to enable each station to start building its own knowledge on the basis of audience research, which is necessary to attract funding and advertising.

The training has served as a resource for ongoing learning and support, that is aimed at bridging the gap between knowledge acquisition and practical implementation in the dynamic landscape of community media.

The radio stations participating are from Uganda and Kenya. In Uganda: Radio Apac, Centenary Radio, Mama FM, Radio Pacis – Arua, KKCR Radio, and Etoil A Karamoja FM. In Kenya: Radio Thome, Ekialo Kiona (EK) Youth Community Radio, Radio Maria (Nairobi), Radio Mchungaji, and Radio Osotua FM.