Young Audiences Satisfaction Of Selected Fm Radio Stations Fm Addis 97.1 Fana Fm 98.1 And Sheger Fm 102.1 In Focus

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The major concern of this study was to discover the young audiences' satisfactions ofrnthree FM radios in Addis Ababa. So, the research dealt with issues including youngrnlisteners' station and program preferences, motives and nstening habits. An attempt wasrnmade to review and bring in assorted resources that have strong relations with therncentral themes of th e study. Uses and gratifications theory was taken as a hub for thernstudy. In order to address the research questions like whether the programs arernmatching the needs and expectations of the young listeners as well as if the programsrnon these media impact the needs of the young listeners, focus grouprndiscussions(FGOs) and in-depth interviews(IOls) were employed. Three FGOs withrnactive young FM listeners as wel l as lOis with ten radio audiences were conducted torngather data that depict the expectations, feel ings and needs of young audiences inrnAddis Ababa . Based on the active listening ro utines of the young, purposive andrnsnowball sampling were employed. The samples included taxi drivers, member stud entsrnof mini-media in Kokebe Tsibah School, undergraduate students of FJC at AAU andrnactive FM listeners in Kazanchis area. Observation of young audience also helped torncheck and balance informants' real acts and word s. lOis were conducted with threernmedia informants from FM 97.1, FM 98.1 and FM 102. 1. Thus, the study attested arnrange of issues that enabled the researcher to examine uses and gratifications theoryrnfrom the young audiences' perspective. The study showed the young listen to FM radiosrnfor enterta inment, education and information as uses and gratifications theory alsornstresses that audience use media sources to gain pleasure through fulfilling their needs.rnThe theory conceives audience as active, even if activity level varies from individual tornind ividual. One of the major findings of the research is that each station has its ownrndistinctive quality that makes it inimitable. As an instance, FM 97.1 is the best for thernyoung for its reproductive health and HIV/AIOS coverage. FM 98.1 is the finest for itsrnentertainment chiefly Ethiopica Link and serial dramas as Sheger FM is favored for itsrnb music selection and news presentation. The study also found out that to some degreernpeer pressure is one of the factors that encourage the young to listen to programs onrnFM rad ios. Listeners also commented FM radios to resolve the troubles that arise fromrncla shing similar gist programs that are aired at once. Most respondents reflected thatrnthey got satisfaction from listening to FM radios saying if there were no FM radios,rnnarrow entertainment options would make life tastes hard for them.

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Young Audiences Satisfaction Of Selected Fm Radio Stations Fm Addis 97.1  Fana Fm 98.1 And Sheger Fm 102.1 In Focus

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