FM Listernership: Uses and Gratifications Among Selected Christian Youth in Nairobi

Abstract

The purpose of this study was to determine the uses Nairobi Christian youth pur FM messages and the kind of gratifications they get from listening to FM radi This study serves as a guide and source of information to organizations wanting to start FM stations, particularly Trans World Radio. In the investigation of FM listenership among Christian youth in Nairobi, the researcher used the descriptive survey method. She used self-administered questionnaires with both open-ended and closed-ended questions. The researcher selected 400 youth from 10 major Churches in Nairobi to take part in the study. The researcher worked with the youth pastor/leader in those Churches in the course of administering the questionnaire. The study revealed that youth listen to FM Radio because they like the music which they described as lively. They also said that they find the FM stations entertaining. The study also revealed that radio presenters influence the listeners' choice of the station. The most liked presenters were chosen because they are lively. The researcher has given several recommendations to programmers and existing and potential station owners that would help in producing and broadcasting material of interest to a youthful audience. These include exploring what the youth really mean by the word 'entertaining' and how to incorporate this in the music and presentation. It also includes selecting and purchasing the latest music and either employing 'interesting' presenters or training existing ones to be 'interesting'.