AUDIENCES' PERCEIVED EXPERIENCES AND PREFERENCES OF RADIO PROGRAMS: THE CASE HARAMAYA FANA FM 94.8 RADIO STATION

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 The secondary data sources were obtained from published and unpublished documents and different research studies.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.