An Investigation On The Challenge Of Commercialization In Ethiopian Private Fm Radio Stations In Fulfilling Their Social Responsibility In The Case Of Sheger Fm 102.1 And Bisrat Fm 101.1

The research is conducted with the title, “An Investigation on the Challenge ofrnCommercialization in Ethiopian Private FM Radio Stations in fulfilling their social responsibility: in the case of Sheger FM 102.1 and Bisrat FM 101.1”is carried out withrnthe general objective of assessing the impact of commercialization on Sheger FM 102.1rnand Bisrat FM 101.1 radio stations in executing their social responsibility. To meet these objectives four research questions were raised and to answer these research questions,rnthe researcher developed programs analysis methodology by combining both quantitative and qualitative methods. Then the data was gathered from interviews withrnrepresentatives of both radio stations, and personals from EBA. The quantitative data was gathered by taking a one week programs from both stations and recording thernnecessary measurable materials. Afterwards, the qualitative program analysis wasrnconducted by focusing on the actual contents and program schedules of the various programs. All these data were then analyzed and interpreted. The interpretation first considered each data separately and then triangulated the data to reach the findings. One of the conclusions made from the findings show that more priority is given for entertainment programs, specifically music in Sheger and sport programs in Bisrat,rndominated in the radio stations. Secondly, the challenges of commercialization are manifested in the radio station in relation to program content, production, resource allocation, and tabloidization or sensationalism. Thirdly, with regard to EBA regulation policies, these radio stations have not fulfilled their duty because priority is not given to local issues, especially domestic political issues; instead they focus on internationalrnissues. Generally, it is concluded that the radio stations are considerably affected byrncommercialization, and have not been able to commit to their social responsibility, whichrnis evident in the program genres and contents. The recommendations forwarded from the conclusions are: (1) EBA should enforce the law to guarantee the implementation of the media regulations, with priority to domestic programs; (2) the private media shouldrnrecognize that the government spends a considerable money for the airwaves, and use it properly for the intended purpose; (3) the radio stations under these research should work without political and economic pressures; (4) more research is required to see therndepth of the impact brought by commercialization; and (5) creating a system to fairlyrndistribute advertisement will lessen the competition.

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