Abstract:
This study was aimed at examining audiences' perceived experiences and preferences
towards radio programs broadcasted from Haramaya Fana FM 94.8 radio station. To
achieve the study's stated objectives, qualitative descriptive research was used. Primary
data were collected from 15 participants that were purposively selected from the
targeted group of the study. The secondary data sources were obtained from published
and unpublished documents and different research studies. The study found that
audience perceived experiences and preferences emphasized on the significance of radio
programs which inform, entertain, and educate audiences. Their engagement with
specific programs reflects the station's role as a vital source of information and
community connection. Participants' narratives underscore the complex interaction
between radio program content and its design in shaping audience preferences for radio
programs. Their experiences highlight the importance of content quality, emotional
resonance, and social connection in fostering meaningful engagement with media
content. This research puts forward recommendations for radio station management to
increase transmission time for local programs such as ‘Chaya Fana and Muday’ to
prevent listener dissatisfaction due to time constraints and invest on materials to
minimize frequent interruption of radio programs due to absence of UPS.
