mse radio programmes listener survey june 2005_ian nkata_uganda
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International Labour Organisation,
FIT-SEMA Small Enterprise Media in Africa Project
PO Box 7184, Kampala.
Fax : +256 31 262404
Tel : +256 31 262405
E-mail: info@fit-sema.net
A REPORT ON MSE RADIO PROGRAMMES
LISTENER SURVEY IN WEST
NILE,BUNYORO, BUSOGA, FAR EASTERN
UGANDA AND NORTHERN REGIONS OF
UGANDA
(FOR ILO-FIT SEMA PROJECT)
BY
IAN K.NKATA
(CONSULTANT)
P.O. BOX 16003, KAMPALA
MOBILE : 077-400717
iac@africaonline.co.ug
ink2904@operamail.com
JUNE 2005
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 1
EXECUTIVE SUMMARY
The ILO FIT SEMA project was initiated in January 2004 with the aims of building
the capacity of private commercial radio industry to cover, report issues and provide a
platform of advocacy for small business enterprises. As part of the process a surveywas undertaken in five regions of the country that is Busoga, Bugisu, Bunyoro, West
Nile and Northern regions. The survey took place from 8th March 2005 till 5th April 2005.
1021 structured questionnaires were administered through face to face interviews.
The main objectives of the survey were to : evaluate the impact of radio programs on
small enterprises; evaluate listener behavior ; assess radio programming problems for
possible corrective advice for improved programming.
Findings indicate that: majority (79%)of the respondents had listened to the radio for
more than half an hour in the previous week; a lot of radio airtime is given to non-
essential issues (music, humor and politics) yet little radio airtime is given to essential
issues (income generation and business; health; and agriculture) ; majority of
respondents (listeners) have never heard of a program that focuses on small business
matters; some of the benefits of listening to small business programmes include -
getting information on markets (and prices) and business opportunities; information on
how to start or running a business. A number of valid reasons were found to be
responsible for non-benefit of small business programmes: diversion of issues during
the programme, irrelevant content, lack of capital on part of listeners, inadequate
information and low small business programme awareness; listeners generally prefer to
have small business programmes to be more aired any day between Saturday and
Monday from around 2 p.m. ; one (1) hour is most appropriate length of small
programme on radio. The programme should be: interactive(allowing feedback); of
much relevance very appropriate information ; and handled professionally by trained
presenters (even hosting experienced people); majority of the respondents
(households) , 97%,owned at least one (1) working radio; male heads of households
have more control of deciding what programmes to listen to; majority of the respondents
have never communicated (phoning or writing a letter) into a radio programme not even
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 2
to a small business programme; for small majority of the respondents, agro business
confined to growing and selling; and retail trade are the main sources of income;
majority of households owned at least a bicycle which is the main mode of transport and
also a source of income; majority of the respondents owned anywhere between one (1)
to five (5) acres of land; majority of small business programme listeners were either
casual or interested listeners, few were dedicated listeners; and finally small business
radio listenership was more intense in the North Western regions of West Nile and
Bunyoro than it was in the Far East, Busoga and Northern regions.
Recommendations made are that promotional and branding efforts be increased to
raise general awareness of small business programmes; for general programming,
relevant content should be advocated this is achievable through regular audience
research by radio stations; benefits of listening to business programmes should be
clearly communicated especially to the audience; regular feedback from listeners should
be encouraged and radio staff should visit the communities to further interaction;
appropriate ways should be designed so that male heads of households do not always
what the rest should listen to; convert casual or interested small business listeners into
dedicated listeners; radio stations management should invest in good back up systems
to minimize going off air completely; radio stations should encourage balanced
programming to have more essential issues like income generation/business; health ;
agriculture and education. Efforts should be directed towards reducing on the non-
essentials like music; politics and humor; radio station management should also try to
employ well trained and well informed presenters to better handle issues at hand; and
finally radio stations should improve on signal clarity and coverage for better reception.
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 3
TABLE OF CONTENTS
EXECUTIVE SUMMARY . 1
1.0 Background.. 71.1 Introduction2.0 Objectives of the survey. 7
3.0 Methodology 7
3.1 Pre-survey activities ... 8
3.2 Fieldwork .. 8
3.2.1 Sample population .. 8
3.2.2 Survey tools . 8
3.2.3 Data collection . 9
3.2.4 Data processing and analysis 10
3.2.5 Challenges, limitations and problems faced 11
4.0 Findings and Analysis . 12
4.1 Demographic breakdown 12
4.2 Listenership behavior and awareness .. 13
4.3 Radio issues versus radio airtime . 14
4.4 Business programmes listenership 15
4.5 Involvement in small business/informal sector activities/farming or
fishing . 16
4.6 How beneficial radio programmes are to small businesspeople in Uganda . 17
4.7 Satisfaction levels with the programme(s) 24
4.8 Listener behaviour . 29
5.0 Personal Data 33
5.1 Major areas of business or sources of income .. 34
5.2 Ownership of vehicular bodies . 35
5.3 Type of dwelling . 35
5.4 Land ownership .. 37
5.5 Livestock ownership .. 37
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 4
5.6 Type of latrine/toilet . 38
5.7 Average monthly income 39
6.0 Regional Analyses . 39
6.1 North Western Region . 39
6.2 Busoga region 44
6.3 Far Eastern region 47
6.4 Northern region . 53
7.0 Concluding statements and Recommendations 53
7.1 Concluding statements .. 53
7.2 Recommendations . 54
APPENDICES
Appendix 1: Details of survey locations/routes in the different regions 56
Appendix 2: Photographs from the field .. 59
Appendix 3: Selected comments from radio listeners/respondents 60
Appendix 4: MSE radio programme listener survey questionnaire(Sample). 64
Appendix 5: Sample of a Field Assistants introduction letter 74
Appendix 6: Copy of signed/approved police letter 75
Appendix 7: Field assistants teams gender audit 76
Appendix 8: List of field assistant teams . 76
Appendix 9: Detailed data tables of survey results 77
Appendix 10 :Data tables for the general common issues (Not regional).. 93
Appendix 11:Data tables regional analyses 103
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 5
List of Tables
Table 1: Are local FM radio stations providing enough time for the following issues?...15Table 2: What is your involvement in small business/informal sector? 17Table 2a: How do you think business programmes benefit small business people in19Uganda?Table 3 : Examples of how programme(s) has benefited small business people inUganda 20Table 4 : How did you act or intend to act as a result of this information? (What changedas a result of this information?)20Table 5 : Why this example(s) stick in mind?.................................................................21Table 6 : Why did you listen to this programme?...........................................................22
Table 7 : How has a business programme benefited you or your business?.................23Table 8 : Why has the programme not benefited you or your business? .23Table 9 : Suggested days for business programme(s) on radio.25Table 10 : Suggested times for business programme(s) on radio.25Table 11 : How long should the programme be?............................................................26Table 12 : What would change about programme presentation?...................................29Table 13 : How would you increase listener feedback ?.................................................29Table 14 : How many radios doe your household have? 30Table 15: Major area of business or sources of income..34Table 15a: Does your household have an average monthly income of less than
50,000/=? ...39Table 16: Which radio station do you listen to most often? (North Western)...41Table 17: Which radio station do you listen to most often? (Busoga)45Table 18: Station listened to most often (Far East)..49Table 19: Small business programme most listened to (Far East)50Table 20: Station listened to most often (Northern) 51
List of Charts
Chart 1: Gender of respondents 12Chart 2: Age of respondents ..13Chart 3: Area of residence ..13Chart 4: Radio listening in the past week .....14Chart 5: Why have you not listened to radio in the past week? 14Chart 6: Have you ever heard of a program on small business issues? .16Chart 7: How beneficial is the radio program to small business people in Uganda? 18Chart 8 : How do you think business programs benefit small business people in
Uganda? .19Chart 9 : How beneficial has been to you or your business? ... 22Chart 10 : How convenient is the programme time? .. 24
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 6
Chart 11 : How is the programme length, is it too long or too short? 26Chart 12 : How detailed are small business programmes coverage? ..27Chart 13 : What do you think of the way programmes are presented? 28Chart 14 : Do you think the programme(s) provide enough feedback through phones,
letters and interviews? ..29
Chart 15 : Does your household have a working radio? 30Chart 16 : Who in your household has the most control over which programmes youlisten to? . 31
Chart 17: Does this situation stop you from listening to radio stations you like? .. 32Chart 18: Have you ever written or telephoned into a programme on radio? 33Chart 19: Have you ever written or telephoned into a small business programme on
radio? . 33Chart 20: Do you own a car, motorcycle or bicycle? 35Chart 21: What type of house do you live in? (Rural) .. 35Chart 22: What type of house do you live in? (Urban) . 36Chart 22a: How much land does your immediate household own? 37
Chart 23: How much livestock (cows, goats, sheep etc) do you own? .. 38Chart 24: What type of latrine/toilet does your house have? .. 38Chart 25: Is Runyoro/Alur/Lugbar your first language? 40Chart 26: Which local language radio stations do you listen to? (North Western) .40Chart 27: Can you remember the name of small business programme? (N/ Western).42Chart 28: Small business programme most listened to (North Western) .. 43Chart 29: Small business programme listener self description North Western .. 43Chart 30: Is Lusoga your first language? . 44Chart 31: Which local language radio stations do you listen to? (Busoga) 44Chart 32: Can you remember the name of small business programme? (Busoga). 46Chart 33 : Which small business radio program do you listen to most? (Busoga) 46Chart 34: Is Lugisu, Adhola, Gwere, Swahili, Luganda or Kumam your 1st language?..47Chart 35: General listenership on individual stations (Far East)48Chart 36: Can you remember the name of small business programme? (Far East)50Chart 37: Is Luo your first language? 51Chart 38: General listenership on individual stations (Northern) .51
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 7
1.0 Background
1.1 Introduction
The ILO FIT SEMA project was initiated in January 2004. This project aims to build the
capacity of private commercial radio industry to cover, report issues and provide a
platform of advocacy for small business enterprises. This project is funded by the
Swedish International Development Agency (SIDA).
This project includes a substantial component of monitoring; evaluating and
documenting of the impact radio programs have on small enterprises. The project has
initiated a system of monitoring radio programs that the ILO supports and runs listener
surveys in at least different regions of the country to investigate benefits of the
programmes on the listeners and impacts of the radio on policy levels.
It is against this background that a survey was undertaken in five regions of the country
that is Busoga, Bugisu, Bunyoro, West Nile and Northern regions. The survey took
place from 8th March 2005 till 5th April 2005.
2.0 Objectives of the survey
2.1 The survey was set out to achieve the following objectives:
To evaluate the impact of radio programs on small enterprises
To evaluate listener behavior
To assess radio programming problems for possible corrective advice for
improved programming
3.0 Methodology
This chapter presents the pre-survey activities, the survey methodology covering,
sampling, survey tools, data collection, and data processing and analysis techniques.
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 8
3.1 Pre-survey activities
The organization of the survey consisted of several activities which included a
training workshop whose main objective was to communicate the purpose of the
survey to field assistants; to review the proposed questionnaire; and make field
assistants understand the underlying survey concepts and imparting interview
techniques and skills required for fieldwork; field test the questionnaire and to get
field assistants to sign up for the project. This was part of the orientation process.
3.2 Fieldwork
3.2.1 Sample population
The survey set out to interview 1000 radio listeners of at least 15
years and over in the 5 regions of the survey. The sample was to
reflect a ratio of 70:30 rural to urban while gender was to ratio of
50:50 male to female. The sample was regionally broken down as
follows: West Nile and Bunyoro 250; Busoga 250; Far East
250 and Northern 250. In order to ease administration of
questionnaires, zoning was based on the key district towns around
which routes were drawn. These routes were followed during the
survey. (See Appendix 1: Detail of survey locations/routes in
the different regions)
3.2.2 Survey tools
The survey tool basically used was a questionnaire. It was similar
to that one used in the previous survey though had some
adjustments for purposes of easing analysis of data. The
adjustments made did not affect the questionnaire content as such.
The questionnaire was designed with the objective of obtaining
information in the key areas of:
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 9
a) Background information and screening
b) Awareness and listenership
c) Non-business radio programme listeners
d) Satisfaction levels with business radio programmes
e) General listener behavior
f) Personal information
The appropriate number of questionnaires was produced for the purpose.
(See Appendix 4: MSE radio programme listener survey sample
questionnaire)
3.2.3 Data collection
Five teams were mobilized for data collection and the data collection
exercise took a period of one month - 8th March 2005 to 5th April 2005.
(See APPENDIX 8: List of field assistant teams).
All the teams were under the direct supervision of the Team Leader who
ensured the following: that the time table was properly adhered to; data
integrity; prompt payment of research and logistical fees to field
assistants; compliance with sample ratios and providing constant
monitoring and feedback to FIT SEMA about the activities and progress of
the survey. The team leader was also charged with the responsibility of
reporting a teams presence in the areas or districts to the respective
District Police Commanders (DPCs) who were presented with introduction
letters (See Appendix 6 : Copy of signed/approved police letter) . The
District Police Commanders were very helpful and approved of our stay in
the various regions. The Team Leader and field assistants were assured
of their assistance and protection in case need arose.
Armed with survey routes and map, field assistants administered the
questionnaires to willing respondents while complying with the 50:50
gender ratios. Field assistants were dropped off at various sampling points
in the rural routes ranging from 15 to 20 kilometers apart, targeting
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 10
homesteads, and then they were picked up so that they would be dropped
off at other points. The potential respondents were randomly selected
bearing in mind the 50:50 ratio of male to female. After the interviews, the
field assistants were required to obtain signatures/thumb prints from the
respondents as proof of interview as well as physical addresses and
telephone contacts for possible follow up on respondents. On the average,
it took about 25 minutes for a field assistant to interview a business radio
programme listening respondent, while for a non- radio business
programme listening respondent, it took 10 to 15 minutes. The interview
method was employed to obtain information from the respondents. Each
team member had an introduction letter, promptly signed, stamped and
with a passport size photo which was used to identify themselves and to
highlight the purpose of the survey. (See Appendix 5: Sample of a Field
Assistants introduction letter)
3.2.4 Data processing and analysis
Thorough editing and checking of data was carried out to ensure
completeness, accuracy, clarity and consistency of the responses in the
questionnaire. Most of the data collected was quantitative in nature. There
were limited sets of qualitative data too.
Data from the questionnaires was then captured using the SPSS
computer program version 11. Once data was captured and initially
processed in the SPSS ver.11, it was then exported into MS-Excel for
further analysis and manipulation. Some of the data was aggregately
processed and analyzed because information could be generally
categorized while some was regionally processed and analyzed because
issues therein were specific or unique to a particular region. The data was
summarized into frequency tables, graphs and cross tabulations are
presented and discussed in findings in chapter 4 and in the appendices.
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 11
3.2.5 Challenges, limitations and problems faced
The fieldwork did not come without challenges. Below are some of the
challenged that were faced in the field:
Paranoia (suspicion) on part of respondents was experienced.
Some of the respondents were suspicious of the survey thinking it
was either politically inclined, considering the current political
environment in regard to 2006 Elections or was related to the tax
department (Uganda Revenue Authority) or local government. For
some potential respondents, it took a lot of convincing and
assurance to obtain interviews while others refused totally. In case
of refusals, suitable replacements were taken.
In some cases where women were approached for interviews there
was reluctance on their to accept interviews and were of the view
that their husbands were better suited to answer the questions.
This came up as a result of strong cultural sentiments where it is
believed to that women have to consult their husbands beforetaking certain actions or have no right to doing certain things at all.
Much as the research was more directed towards small business
radio programming or listenership (that is outside general
listenership); less number of people had ever listened to a small
business radio program let alone having heard of one. Even those
who had heard the programs, they were not very regular listeners
thus resulting in giving relatively scanty information.
Certain regions of the country, like in the Northern region, because
of security reasons we it was not possible to go deep into the rural
areas. The assignment was therefore limited to the major urban
centers and the immediate surroundings, not more than 15
kilometers.
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 12
There was a general feeling that people did not know the name of
programmes. They could only give a description in terms of time
slots or identify by name of presenter or sponsor.
4.0 Findings and Analysis
In this chapter, findings are presented, analyzed and discussed. A total of 1000
respondents were targeted but 1021 questionnaires were administered in the survey.
4.1 Demographic breakdown
Of the 1021 respondents, 51% were males while 49% were females (Chart 1).
Chart 1: Gender of respondents
Gender of respondents n=1021
Female49%
Male51%
Of the 1021 respondents, 38% were aged between 26 and 35 years; 33%
were between 15 and 25 years; 17% were between 36 and 45 years while
those over 45 years accounted for 12% of respondents. (Chart 2)
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 13
Chart 2: Age of respondents
Age of respondents n=1021
26-35 years
38%
36-45 years
17%
15-25 years
33%
Over 45 years
12%
Of the 1021 respondents, 63% lived outside the municipalities of the key
towns surveyed. These respondents were actually in the rural settings
while those within the urban areas accounted for 37%. (Chart 3)
Chart 3: Area of residence
Where do you live? n=1021
Outside the
municipality
63%
Within
municipality
37%
4.2 Listenership behavior and awareness
On radio listening behavior, 79% of the respondents had listened to radio for
more than half an hour in the past week while 21% had not. (Chart 4)
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 14
Chart 4: Radio listening in the past week
Have you listened to radio for more
than half an hour in the past week?
n=1020
No21%
Yes
79%
For the respondents who had not listened to radio in the past week, 79% said
they did not have access to radio, while 15% said they did not like radio. The
smaller part, 6%, gave other reasons for not listening such as: their radios were
not in working condition at the time i.e. either spoilt or lacked cells to run the
radios; and others claimed that their radios had been stolen.
Chart 5: Why have you not listened to radio in the past week?
Why not listened to radio in the past
week?n= 215
I don't have
access to
radio
79%
I don't like
radio
15%
Other
(specify)
6%
4.3 Radio issues versus radio airtime
Listeners were asked to state adequacy of radio airtime for different radio
programme issues. The respondents were expected to highlight whether it is not
enough, adequate, too much or if they were not interested. The results are
shown in Table 1 below. The results indicate that music, humor and national
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 15
politics are given too much airtime 44.1%; 19% and 19.7% respectively while
clearly, on the other hand , airtime allocated to health issues, agriculture and
income generation/business was largely inadequate as indicated in the scores
34.6%, 38.8% and 39.2% respectively. There is a very clear indication that more
airtime is being allocated to issues of less relevance while those that are
seemingly important in a direct way to peoples lives were denied sufficient
airtime. Below are some comments made by respondents as a testimony in this
regard:
The FM local stations should find better programmes such as focusing more on things like
education, small income generating businesses. (Male, 25-35)
What is aired is not normally relevant theres need to focus on relevant issues. (Female, 35-
45)
More time should be allocated to educative programmes (Female, 25-35)
Humor and music take up all the time they should be using to teach us things that are important.
Politics too is given a lot of time. (Male, over 45)
More airtime should be given to issues regarding health (Male, 25-35)
(For detailed more analysis, please check in the appendices)
Table 1: Are local FM radio stations providing enough time for the
following issues?
Are local FM radio stations providing enough time for the following issues?
n Not enough Adequate Too much Not interested
Health 899 34.6 52.6 7.6 5.2
Agriculture 902 38.8 39.9 9.0 12.3
Income generation/business 896 39.2 38.1 3.2 19.5
Religion 901 18.5 38.1 3.2 19.5
National politics 897 20.4 43.8 19.7 16.1
Local politics 899 20.4 43.8 16.7 16.1
Humor 869 17.7 51.3 19.0 12.0
Music 896 8.0 44.4 44.1 3.5
n=number of respondents to this question Total number of respondents =1021
4.4 Business programmes listenership
On whether they have ever heard of a radio programme focusing small
business issues, 40% had ever of heard of a radio programme focusing on
small business issues while 60% had not. (Chart 6). It was also observed
that, for those who have heard of these programmes, were not sure of the
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 16
programme names, they stopped at knowing time slots only and some
went to the extent of confusing adverts with business programmes.
Chart 6: Have you ever heard of a program on small business
issues?
Have you ever hear of a radio program on
small business issues? n=884
Yes
40%
No
60%
4.5 Involvement in small business/informal sector activities/farming or
fishing
Of the 312 who responded to this question, 46.5% were either owners or
managers of a small business while 19.6% were being employed in a
small business establishment. 11% were interested in starting a small
business. See details in Table 2 below.
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Table 2: What is your involvement in small business/informal sector?
activities/farming or fishing?
What is your involvement in small business/informal sector
activities/farming or fishing? n=312
46.5
19.6
11.2
2.6
17.6
2.6
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.050.0
Owner/Managerofsmallbusiness
Employeeinsm
allbusiness
Interestedinstartingsmallbusiness
Employeeinlargeorg/gvt/company
Noinvolvement
Other(specify)
4.6 How beneficial radio programmes are to small business people in
Uganda
On how beneficial the radio programmes are to small business
people in Uganda, 50% found them very beneficial while 44%
found them quite beneficial. 6% of the of the respondents found
them not beneficial (Chart 7).
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ILO FIT-SEMA MSE Radio Programme Listener Survey 2005 18
Chart 7: How beneficial is the radio program to small business
people in Uganda?
How beneficial is the radio program to small
business people in Uganda?n=291
Quite
beneficial
44%
Not very
beneficial
4%
Highly
beneficial
50%
Not at allbeneficial
2%
The survey sought to also measure the possible benefits in
which the respondents were to indicate if the benefit was a
first choice or second choice one. See results details in
Table 2a below and Chart 8. The research shows that the
greatest benefit, as first choice, lies in provision of Information
on how to run a small business with a total count of 147, while
provisionof Information on markets and business opportunities
and provision of business tips and advice followed with score
counts of 134 and 123 respectively. The least benefits were seen in
provision of a voice for small business people to influence
government, tax officials etc and provision of Information on
legal, tax and other policy issues. The score counts were 28 and
35 respectively.
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Table 2a: How do you think business programmes benefit
small business people in Uganda?
Chart 8 : How do you think business programs benefit smallbusiness people in Uganda?
How do you think business programs bene fit small business
people in Uganda?
2835
67
134
147
123
3224
30 3440
62
0
20
40
60
80
100
120
140
160
Voice for smallbusiness people
to influencepolicy
Information onlegal, tax andother policy
issues
Information oncurrent
business newsand events
Information onmarkets and
businessopportunities
Information onhow to run a
small business
Providesbusiness tips
advice
Benefits
Count
1st cho ice
2nd choice
Furthermore, the respondents were required to give examples of how the radio
programmes had benefited small business people and the findings are
summarized in Table 3 below:
How do you think business programmes benefit small business people inUganda?
(Figure indicated in table are counts not percentages)
Benefits - provides.1stchoice
2ndchoice
Totalcount
Voice for small business people to influence policy 28 32 60
Information on legal, tax and other policy issues 35 24 59
Information on current business news and events 67 30 97
Information on markets and business opportunities 134 34 168
Information on how to run a small business 147 40 187
Provides business tips and advice 123 62 185
534 222
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Table 3 : Examples of how programme(s) has benefited small
business people in Uganda
Frequency PercentValidPercent
Valid No response/missing 804 78.7 78.7
Advice on how to set up/run a business 98 9.6 9.6
Improved business knowledge/management 46 4.5 4.5
Information on accessing business resources 6 0.6 0.6
Information on accessing/managing loans 23 2.2 2.2
Information on markets/prices 44 4.3 4.3
Total 1021 100.0 100.0
The actual total number of respondents to this question were 217 of which 98
(9.6% of the 1021 total) regarded Advice on how to set up/run a business as
the highest benefit. This was followed by Improved business
knowledge/management which accounted for 46 out of 217 (4.5% of the total
1021). Information on markets/prices was considered to be an important benefit
with a count of 44 out of 217 (4.3% of the total 1021). The survey went further to
inquire on how the respondents acted or intend to act as a result of this
information or rather what changed as a result. The findings are summarized in
Table 4 below:
Table 4 : How did you act or intend to act as a result of this
information? (What changed as a result of this
information?)
How did you act/intend to act as a result of this information?
Frequency Percent Valid Percent
Valid No response (missing) 837 82.0 82.0
Improved/better lifestyles 16 1.6 1.6
Improved production/sales 52 5.1 5.1
Improved/increased business knowledge 39 3.8 3.8
More awareness on how to start/run business 67 6.6 6.6Poverty alleviation 1 0.1 0.1
Sought for a loan 9 0.9 0.9
Total 1021 100.0 100.0
The key changes to the respondents as a result of this information were More
awareness on how to start/run a business with a total count of 67 out of 1021
respondents (6.6%). This was followed by Improved production/sales with a
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total count of 52 out of 1021 (5.1%). The least reactions were that of Sought for
a loan and Poverty alleviation with total counts of 9 (0.9%) and 1 (0.1%)
respectively. Other changes or reactions included: Improved/better lifestyles and
; Improved/increased business knowledge.
Topical areas shown in Table 3 were of interest to radio listeners or respondents
because of the reasons shown in Table 5 below:
Key reasons included :
Source of important information
Getting more business knowledge
Good /relevant business content
Table 5 : Why this example(s) stick in mind?
Why did this example stick in mind?
Frequency Percent Valid Percent
Valid 821 80.4 80.4
Getting more business knowledge 43 4.2 4.2
Good /relevant business content 35 3.4 3.4
Helps in sustaining a home 12 1.2 1.2
Poverty alleviation 18 1.8 1.8
Source of important information 92 9.0 9.0
Total 1021 100.0 100.0
Asked why respondents listened to a particular business programmes, 28% of
them gave Gaining information on trade opportunities with small business
sector as the main reason. This was followed by Picking up business
information and tips I can pass on to others with 25%. Details of why
respondents listened to a particular business programmes are shown in Table 6
below :
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On specifics of how a programme benefited a listener or their business, some of
the key benefits included: better planning in business and ; running a business
better. Details of other benefits are shown in Table 7 below. It is however
important to note that 94% of the respondents did not answer the question hence
the low scores.
Table 7 : How has a business programme benefited you or your business?
How has it benefited you or your business?
Frequency PercentValidPercent
Valid 956 93.6 93.6
Better life 4 0.4 0.4
Better planning 22 2.2 2.2
Improved skills-book keeping, customer care, communication 10 1.0 1.0
Running a business better 18 1.8 1.8
Self reliance 8 0.8 0.8Got a loan 1 0.1 0.1
Total 1021 100.0 100.0
Table 8 shows why the programme(s) has not benefited a listener or their
businesses though the scores are not that strong but the reasons are valid.
Table 8 : Why has the programme not benefited you or your
business?
Why has the programme not benefited you or your business?
Frequency Percent Valid Percent
Valid 997 97.6 97.6
Diversion of issues 1 0.1 0.1
Frequency on radio is low 1 0.1 0.1
High prevalence of poverty 1 0.1 0.1
Incompleteness in programs 1 0.1 0.1
Irrelevant content 3 0.3 0.3
Irrelevant information 1 0.1 0.1
Lack of capital 6 0.6 0.6
Lack of enough information 1 0.1 0.1
Not a business person 3 0.3 0.3
Not addressing area of interest 1 0.1 0.1
Not in business 1 0.1 0.1
Programs hardly known 1 0.1 0.1
Self reliance 1 0.1 0.1
Short air time 2 0.2 0.2
Total 1021 100.0 100.0
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4.7 Satisfaction levels with the programme(s)
(a) On convenience of business programme time on radio, of the 294
respondents 19% of them claimed that the programme(s) was on at the
wrong time, while 74% claimed programme(s) was on at the right time
(Chart 10).
Chart 10 : How convenient is the programme time?
How convenient is the programme time?
n=294
No opinion
7%
On at the right
time
74%
On at the wrongtime
19%
Of those who were of the view that the programme(s) was (were) on at the wrong
time (55) , about 34% of them preferred to have the programme on Sunday while
24% preferred Monday while 18% of those preferred Saturday. The findings
clearly show that listeners would prefer business programmes to run anywhere
between Saturday and Monday. Table 9 below shows the details of scores of
other days.
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Table 9 : Suggested days for business programme(s) on radio
Better day option 1
Frequency Percent Valid Percent
Valid Mon 12 1.2 24.0
Tue 2 0.2 4.0
Wed 1 0.1 2.0Thu 1 0.1 2.0
Fri 2 0.2 4.0
Sat 9 0.9 18.0
Sun 17 1.7 34.0
Any day 6 0.6 12.0
Total 50 4.9 100.0
Missing System 971 95.1
Total 1021 100.0
Table 10 shows suggested times for the programme(s), though scores are not
very significant. It is 2pm that had the highest count of 6.
Table 10 : Suggested times for business programme(s) on radio
Better time option 1
Frequency Percent Valid Percent
Valid 972 95.2 95.2
10am 1 0.1 0.1
10pm 2 0.2 0.2
11am 1 0.1 0.1
12 noon 1 0.1 0.1
12noon 1 0.1 0.1
1pm 2 0.2 0.2
2pm 6 0.6 0.6
3pm 2 0.2 0.2
4pm 3 0.3 0.3
5pm 3 0.3 0.3
6pm 1 0.1 0.1
7pm 5 0.5 0.5
8.30pm 1 0.1 0.1
8pm 4 0.4 0.49pm 14 1.4 1.4
Total 1021 100.0 100.0
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(b) On whether the programme(s) was too long or too short, 34% of 282
respondents to this question said the programme(s) was too short, 62%
said the programme(s) length was just right while 4% said they were too
long (Chart 11).
Chart 11 : How is the programme length, is it too long or too short?
How is the programme length, is it too long or too
short? n=282
Too short
34%
Just right
62%
Too long
4%
(c) Of those who felt that programme length was not right or correct (referring
to Table 10 above i.e. the Too long -4% and Too short 34%) , gave a
number of possible preferred options that are shown in Table 11. The one
highlighted as most preferred was 1 hour.
Table 11 : How long should the programme be?
Frequency Percent Valid Percent
Valid Missing/Non response 903 88.4 88.4
1 hour 46 4.5 4.5
1.5 hours 19 1.9 1.9
30 minutes 9 0.9 0.92 hours 25 2.4 2.4
2.5 hours 4 0.4 0.4
3 hours 8 0.8 0.8
4 hours 2 0.2 0.2
45 minutes 5 0.5 0.5
Total 1021 100.0 100.0
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(d) On the issue regarding detail of issues covered in the business
programmes, of the 280 respondents to this question 56% said the detail
was just right, while 38% thought the small business programmes lacked
detail. (Chart 12)
Chart 12 : How detailed are small business programmes coverage?
How detailed are small business programmes
coverage? n=280
Not detailed
enough
38%
Just right
56%
Too detailed
6%
(e) On the way the programmes are presented, of the 276 listeners to this
question only 14% thought it was very good while 72% thought it was
good. Another 14% regarded the way of presentation to be average.
(Chart 13)
Chart 13 : What do you think of the way programmes are presented?
What do you think of the way programmes are
presented? n=276
Good
72%
Average
14%
Poor
0%Very good
14%
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(f) For average or poor way of presentation, the respondents to this question
gave number ideas on how they would change programme presentation.
Key ideas included, among others, hosting experienced guests;
minimizing program interruption; encouraging listener feedback and using
better technology for better sound clarity. A number of ideas given are
also varied even in their small proportions as shown in Table 12 below.
Table 12 : What would change about programme presentation?
(
g
)
F
u
r
t
h
e
r
investigation was carried out on satisfaction of programmes and this was
specifically directed towards understanding if listener feedback enough or
not. Chart 14 shows that 60% of the respondents to this issue thought
listener feedback through phones, letters and interviews was just right
while 34% thought it was not enough.
What would you change about program presentation?
Frequency PercentValidPercent
Valid 868 85.0 85.0
. 97 9.5 9.5
Allocate more time 1 0.1 0.1
Arrange for letters feedback for those with no phones 1 0.1 0.1
Encourage listener feedback 8 0.8 0.8
Host experienced guests 14 1.4 1.4
Improve signal clarity 1 0.1 0.1
Improve technology for clarity 8 0.8 0.8
Irrelevant content 3 0.3 0.3
Minimize program interruption 9 0.9 0.9
Presenters should only moderate not dominate 1 0.1 0.1
Programs should be broadcast at better times 1 0.1 0.1
Radio producers should do regular field visits 2 0.2 0.2
Should have musical breaks 5 0.5 0.5
Too much time assigned 2 0.2 0.2Total 1021 100.0 100.0
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Chart 14 : Do you think the programme(s) provide enough
feedback through phones, letters and interviews?
Do you think the programme(s) provide enoughlistener feedback thru phones, letters & interviews?
n=280
Not enough
34%
Too much
6%
Just right60%
(h) Asked what kind of feedback they would increase, more respondents said
they would increase Live phone ins to the programmes (134) while 124
said they would increase Interviews with listeners at work place or home
(See Table 13 below for details)
Table 13 : How would you increase listener feedback ?
Would you increase listener feedbackthrough? Yes No
Live phone ins to the programme? 134 15
Interviews with listeners at work place or home? 124 12
Time for listeners' letters? 86 27
Other forms of feedback? 13 3
4.8 Listener behaviour
(a) Ownership of radios in Chart 15 shows that 97% of the respondents owned at
least a working radio in their households while 3% did not own one. This is a very
strong indication of how important a radio is to the people.
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Chart 15 : Does your household have a working radio?
Does your household have a working radio? n=919
No
3%
Yes
97%
(b) Of those who have radios, the majority 59.2% own one radio. This was
followed by owners of two radios who accounted for 22% while those have three
radios were at a distant 5.3%. Details are shown in Table 14 below.
Table 14 : How many radios does your household have?
If yes, how many?
No. of radios Frequency Percent Valid Percent
Valid 113 11.1 11.1
1 604 59.2 59.2
12 1 0.1 0.1
2 225 22.0 22.0
3 54 5.3 5.3
4 17 1.7 1.7
5 5 0.5 0.5
7 1 0.1 0.1
8 1 0.1 0.1
Total 1021 100.0 100.0
(c ) Much as households have radios, the question of who controls which
programmes one listens to arises. This would likely affect listening
patterns as those who have little or no control will be forced to listen to
what has been dictated upon them or may prefer not to listen at all. Chart
16 below shows the different levels of control in households. As the chart
shows it is the male heads of the households who have most control
(50%). This is followed distantly by female heads of household. (17%).
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This implies that heads of households easily account for nearly 60% of the
control. The other forms of control may be attributed to presence of more
radio sets in the household hence no one in particular has any control or it
may be a matter of consensus. On the other hand having heads of
households controlling on programme listening, they may decide on
irrelevant programmes which may end up being useless to other people in
the households.
Chart 16 : Who in your household has the most control over
which programmes you listen to?
Who in your house holds has the most control over which
programmes you listen to?n=910
50.5
17.1
7.6 7.0 6.311.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Maleheadof
household
Femalehead
ofhousehold
Youthinthe
household
Eldersinthe
household
Decidedby
consensus
Noonein
particular/we
havemany
radiosets
On the contrary, and interestingly , most people , 88%,claimed that this did not
stop them from listening to the radio stations they like (See Chart 17 below). This
raises the question Does it mean that they do not mind listening to any
programme as long as it is on the radio they like?, Even when the heads of
households compel them to listen to certain programmes?
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Chart 17: Does this situation stop you from listening to radio stations you
like?
Does this situation stop you to listen to radio stations
that you like? n=922
Yes
12%
No88%
(d) Respondents were required to state whether they had ever telephoned or written
into a programmeon radio, 21% of them said they had while 71% said they
had not.(Chart 18)
Chart 18: Have you ever written or telephoned into a programme on radio?
Have you written or telephoned into a
programme on radio?n=926
No
71%
Yes
29%
The high number of people who have not written or telephoned into a radioprogramme is probably attributable to the following:
Not having access to phones or cannot afford these services.
If letters are written, they are never read. This is discouraging.
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Like the comment below by a respondent attests:
I write letters to radio stations but are never read, they seem to consider only people in
urban areas who have access to more phones... (Female, 15-24)
(e) Respondents were required to state whether they had ever telephoned or writteninto a small business programmeon radio, 6% of them said they had while
94% said they had not.(Chart 19). The reasons for this behavior may not differ a
lot from the above in (d). The scores of those of who have ever written or
telephoned into a small business programme on radio were much
lower because listenership to small business programmes is much lower
compared to other general programmes.
Chart 19: Have you ever written or telephoned into a small business
programme on radio?
Have you written or telephone into any of the small
business programme on radio?n=902
Yes
6%
No
94%
5.0 Personal Data
The survey was also directed to also establish listeners lifestyles these included
major business activities or main sources of income; ownership of vehicular
bodies; type of dwelling; land ownership; livestock ownership; and finally type of
toilet.
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5.1 Major areas of business or sources of income
Table 15: Major area of business or sources of income
Major area of business
Frequency Percent Valid Percent
Valid Total 1002 98.1 100.0
Agro business - Growing & selling 180 17.6 18.0
Trading-retailing 167 16.4 16.7
Not in business 147 14.4 14.7
Service - other (specify) 127 12.4 12.7
Other (specify) 87 8.5 8.7
Service- Education 53 5.2 5.3
Service - Transport 45 4.4 4.5
Service - catering/restaurant 45 4.4 4.5
Service - repairing 29 2.8 2.9
Agro business - Buying & selling 26 2.5 2.6Trading -wholesaling 19 1.9 1.9
Livestock & fish - Catching/rearing &selling 18 1.8 1.8
Service - Accommodation 13 1.3 1.3
Manufacturing - wood 11 1.1 1.1
Manufacturing - Handicraft 10 1.0 1.0
Agro business - processing 7 0.7 0.7
Manufacturing - metal 7 0.7 0.7
Manufacturing - textile/tailoring 5 0.5 0.5
Livestock & fish - processing 4 0.4 0.4
Manufacturing - food & drinks 2 0.2 0.2
Missing System 19 1.9Total 1021 100.0
Table 15 shows that Agro-business in the area growing and selling was the
activity most people were involved in (18%), this was followed by retail trade at
16.7%. A good number of people claimed to be involved in variety of services as
a source of income (12.7%). From the Table 15 above it can be observed that
less number of people were involved in manufacturing related activities. In
comparison, more people were involved in agro business, trading and services
activities than in manufacturing. The rest (15%) are dependants, students e.t.c.
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5.2 Ownership of vehicular bodies
Majority of the respondents (76%) owned at least one bicycle. It is important to
note that bicycles were main mode of transport in the rural areas. Bicycles are
used as a business tool to transport produce among other things. Bicycles are
also used as source of income in form of boda-boda. The ownership of
motorcycles stood at 6% while motor vehicles was at 5%. Those who owned
none of the above were 13% of the respondents.(Chart 20)
Chart 20: Do you own a car, motorcycle or bicycle?
Do you own a car, motocycle or
bicycle?n=692
Bicycle
76%
Motorcycl
6%
None
13%
Car
5%
5.3 Type of dwelling
Majority of people (41%)in the rural areas lived in houses that are brick built
which are non-thatched (with either mabati or tiles) while 36% lived in mud built
houses with thatched roofs and 22% live in mud built houses with non-thatched
roofs. (Chart 21)
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Chart 21: What type of house do you live in? (Rural)
What type of house do you live in? -Rural- n=632
Mud built with
thatched roof
36%
Mud built with
mabati (non
thatched) roof
22%
Brick built withnon thatch
(mabati or tiles)
42%
In the urban areas, majority (37%) live in a rented brick built with either mabati or
tiles while 32% live in their own houses that are brick built with either mabati or
tiles. Details of urban dwellers are shown in Chart 22.
Chart 22: What type of house do you live in? (Urban)
What type of house do you live in? (Urban) - n=321
Own house :
brick built with
mabati or tile
roofing
32%
Rented : brick
built with mabati
or tile roofing38%
Rented : mud
built with mabati
roof
12%
Other (specify)
11%
Self built mud
(or similar)house on
another person's
land
7%
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5.4 Land ownership
On land ownership side, respondents were asked to indicate how much land their
immediate household own and details are shown in Chart 22a below. The
majority, 35%, own less than 2 acres while the lesser majority of 27% owned no
land. 24%, however own somewhere between 2 and 5 acres.
Chart 22a: How much land does your immediate household own?
How much land does your immediate household
own? n=632
Do not know
1%
More than 5acres
13%
Between 2 & 5
acres
24%
Less than 2
acres
35%
No land (except
for house)
27%
5.5 Livestock ownership
The respondents were required to indicate how much livestock they own. A
majority of 46% own less than 10 animals while 42% did not own any. 12% of the
respondents owned between 10 and 50 animals. (Chart 23)
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Chart 23: How much livestock (cows, goats, sheep etc) do you own?
How much livestock (cows, goats,sheep etc) do you
own?n=638
Less than 10
46%
Between 10 & 50
12%
More than 500%
None
42%
5.6 Type of latrine/toilet
Most homes or households (67%) have a private latrine. This is very
characteristic of rural settings. 26% of the respondents, mainly those in urban
areas, use communal pit latrines. Very few people (6%) have private flush
toilets.(Chart 24)
Chart 24: What type of latrine/toilet does your house have?
What type of latrine/toilet does your house have?
n=674
Private pit
latrine
67%
Private f lush
toilet
7%Communal pit
latrine
26%
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5.7 Average monthly income
The Table 15a below indicates that of 391respondents who accepted to answer
this question 49.6% of the households earn an average monthly income of
50,000 shillings while 46.5% earned less than 50,000 shillings. 1.5% did not
know how much they earned.
Table 15a: Does your household have an average monthly income of
less than 50,000/=?
Does your household have an average monthly income of less than 50,000/=?
Frequency Percent Valid Percent
Valid Yes 182 17.8 46.5
No 194 19.0 49.6
Do not know 15 1.5 3.8
Total 391 38.3 100.0
Missing System 630 61.7
Total 1021 100.0
6.0 Regional Analyses
This section presents results from the different regions in which the survey took place.
The section will tackle each region because of issues therein are unique to the regions.
The section covers language factor, individual radio station general listenership, station
most listened to, individual small business programme listenership, small businessprogramme most listened to and self description as a listener to small business
programmes.
6.1 North Western Region
This covered the regions of Arua, Nebbi, Paidha, Masindi and Hoima.
(a) Language
Majority of the respondents were native speakers of either Runyoro, Lugbar or
Alur (88%), while those who could speak either of those languages but not
natives accounted for 11% of the respondents. (Chart 25)
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Chart 25: Is Runyoro/Alur/Lugbar your first language?
Is Runyoro/Alur/Lugbar your first language? n=253
Non
Runyoro/Lugbar/Alur speaker
2%
Native
Runyoro/Lugba
r/Alur speaker
87%
Non-native
Runyoro/Lugba
r/Alur speaker
11%
(b) General listenership on individual stations
Chart 26: Which local language radio stations do you listen to?
Which local language radio stations do you listen to?
90
78
6157
1
82
125
3 412 13
16
2 2
0
20
40
60
80
100
120
140
BunyoroBroadcasting
Kitara FM Arua One Radio Paidha Radio Apac Radio Pacis Otherstations
Count
In Bunyoro region, more people tune into Bunyoro Broadcasting (90)
cumulatively than to Kitara FM (78). This was approximately out of about 130
respondents. Yet in the West Nile region, Radio Pacis has more people
cumulatively tuning in with about 82 out of about 120 people. Arua One and
Radio Paidha have a fairly a strong following with counts of 61 and 57
respectively.
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(c ) Station most often listened to
In the different regions, listeners (respondents) were asked to indicate which
radio station they listen to most. Details are shown in Table 16 below. In the
Bunyoro region, listeners were more loyal to Kitara FM than they are to Bunyoro
Broadcasting. Deeper analysis reveals that Kitara FM had less cumulative
audience but had more loyal listeners because of the high listener retention.
Kitara FM retains just over 50% of the total radio audience (41out of 78), while
Bunyoro Broadcasting retains about 34% of the total audience (31 out of 90)
much as it has much bigger cumulative audience. In the West Nile region, Radio
Pacis is the station listened to most often followed by Radio Paidha.
Table 16: Which radio station do you listen to most often?
Listen to most often?
Frequency Percent Valid Percent
Valid Bunyoro Broadcasting 31 12.3 14.0
Kitara FM 41 16.2 18.6
Arua One 14 5.5 6.3
Paidha FM 33 13.0 14.9
Radio Pacis 39 15.4 17.6
Other (specify) 63 24.9 28.5
Total 221 87.4 100.0Missing System 32 12.6
Total 253 100.0
(d) Small business programme listenership on local FM stations
For those who said that they had ever heard of radio programmes that focus on
small business issues were asked if they could remember the names of the
programmes, prompted or not. Chart 27 below shows the outcome. In the
Bunyoro region, Ekyotamusana on Kitara FM was more remembered or known
than Ebyentuguka on Bunyoro Broadcasting, while in the West Nile region,
Ocemaceni on Arua One and Makwo o Kude on Paidha were equally known or
remembered.
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Chart 27: Can you remember the name of small business
programme?
Can you remember the name of business rogramme?
22
43
36 35
0
5
10
15
20
25
30
35
40
45
50
Ebyentuguuka on
BunyoroBroadcasting
Ekyotamusana on
Kitara FM
Ocemaceni on Arua
One
Makwo o Kude on
Paidha FM
Count
(e) Small business programme most listened to
In the Bunyoro region, Ekyotamusana on Kitara FM is the most listened to small
business programme (29.5%) while Ebyentunguka on Bunyoro Broadcasting had
11.6% of the listeners.(Chart 28). In the West Nile region, Makwo o Kude on
Paidha FM was the most listened to small business programme with around 32%of listeners listening to it. Ocemaceni on Arua One stood at around 19%.
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Chart 28: Small business programme most listened to North Western
Which small business radio programme do you listen
to most?n=158
11.6
29.5
18.9
31.6
8.4
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Ebyentuguuka on
Bunyoro
Broadcasting
Ekyotamusana
on Kitara FM
Ocemaceni on
Arua One
M akwo o Kude
on P aidha FM
Can't distinguish
(f) Small business programme listener description
Listeners to small business programmes in Bunyoro and West Nile were asked
to describe themselves and Chart 29 below shows the details. This is in very
general terms.
Chart 29: Small business programme listener self description North
Western
Most accurate description of you as a listener of
small business programme n=130
Interested
listener
44%
Casual listener
34%
Dedicated
listener
22%
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6.2 Busoga region
This covered the areas of Jinja, Kamuli, Iganga and Mayuge.
(a) Language
Majority of the respondents were native speakers of Lusoga (93%), while
non-Lusoga speakers were 7% of the respondents. (Chart 30)
Chart 30: Is Lusoga your first language?
Is Lusoga your first language? n=261
Native Lusoga
speaker
93%
Non-native
Lusoga speaker
7%
(b) General listenership on individual stations -
Chart 31: Which local language radio stations do you listen to?
(Busoga)
Which local language radio stations do you listen to?
160
188
131
21
112
77
155
1118
112
0
20
40
60
80
100120
140
160
180
200
NBS Kiira FM Busoga
People's
Radio
CBS Simba Other
Count Yes
No
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In Busoga region, more people regularly tune into Kiira FM (188) than to
NBS (160). Busoga Peoples Radio has fairly a strong tune in (131) . This
was approximately out of about 260 respondents. Radio Simba which
based in Kampala has a strong following as Chart 31 shows.
(c ) Station most often listened to
In the different regions, listeners (respondents) were asked to indicate
which radio station they listen to most. Details are shown in Table 17
below. In the Busoga region, listeners were more loyal to Kiira FM (36%)
than they are to NBS Broadcasting (30%) which came second. Busoga
Peoples Radio came third with 14% while Simba was fourth with 11%.
Table 17: Which radio station do you listen to most often? (Busoga)
(d) Small business programme listenership on local FM
stations
For those who said that they had ever heard of radio programmes that focus on
small business issues were asked if they could remember the names of the
programmes, prompted or not. Chart 32 below shows the outcome. In the
Busoga region, Wekalangule on NBS was almost the only known small business
programme. Another one was named as Okozeewo kki on NBS.
Listen to most often?
Frequency Percent Valid Percent
Valid Kiira 69 26.4 35.6
NBS 58 22.2 29.9
Busoga People's Radio 27 10.3 13.9
Simba 22 8.4 11.3
Other 12 4.6 6.2CBS 6 2.3 3.1
Missing System 67 25.7
Total 194 74.3 100.0
Total 261 100.0
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Chart 32: Can you remember the name of small business programme?
(Busoga)
Remember any small business programme?
64
26
9
2
0
10
20
30
40
50
60
70
Wekalangule on NBS Other
Count
Yes
No
(e) Small business programme most listened to
For those who said that they had ever heard of radio programmes that
focus on small business issues were asked if they could remember the
names of the programmes, prompted or not. Since Wekalangule on NBS
is nearly the only known small business programme, it makes it automatic
to be the most listened to programme as shown in Chart 33 below.
Chart 33 : Which small business radio program do you listen
to most? (Busoga)
Which small business radio programme do you listen to
most?n=81
54.3
39.5
6.1
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Wekalangule on NBS Other small business
program
Can't distinguish
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6.3 Far Eastern region
This covered the areas of Mbale, Pallisa, Busia and Tororo.
(a) Language
Majority of the respondents were speakers of either Lugisu, Adhola, Luganda,
Swahili or Kumam. This area has got a variety of languages (85%), while non-
Lugisu, Adhola, Luganda, Swahili or Kumam speakers were 15% of the
respondents. (Chart 34)
Chart 34: Is Lugisu, Adhola, Gwere, Swahili, Luganda or Kumam your first
language?
Is Lugisu, Adhola, Gwere, Swahili, Luganda or
Kumam your first language?
Native
Lugisu,Adho la,G
were,Luganda,S
wa,Kumam
speaker
85%
Non-native
Lugisu,
Adhola,Gwere,L
uganda,Swa,Ku
mam speaker
15%
No n
Lugisu,Adho la,G
were,Luganda,
Swa, Kumam
speaker
0%
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(b) Which local language radio stations do you listen to?
Chart 35: General listenership on individual stations (Far East)
Which local language radio station do you listen?
150
77
29
9
136
123
311 14
19
3 1
0
20
40
60
80
100
120
140
160
Open Gate RockMambo
VoTeso Continental Capital Other
Count
Yes
No
In Far Eastern region, most people regularly tune into Open Gate (150).
Capital FM (123), much as it is not based in the Far East, it has a very
strong following. Rock Mambo comes a distant third with a count of 77 out
of about 240 listeners. The other category has a strong presence
because the many other stations whose signals are received in the area
as Chart 35 above shows.
(c ) Station most often listened to
In the different regions, listeners (respondents) were asked to indicate
which radio station they listen to most. Details are shown in Table 18
below. In the Far East region, listeners were more loyal to Capital FM
(29%). Capital is followed by Open Gate with a score of 18%. The
category other indicates very strongly in the chart(39%). This is was
characterized by a number of stations which included NBS, Impact,
Simba, Kiira , Busoga Peoples Radio, Voice of Africa and KFM which
divided the 39%.
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Table 18: Station listened to most often (Far East)
Listen to most often?
Frequency Percent Valid Percent
Valid Other 72 29.8 38.9
Capital 54 22.3 29.2
Open Gate 33 13.6 17.8
Rock Mambo 21 8.7 11.4
Voice of Teso 5 2.1 2.7
Total 185 76.4 100.0
Missing System 57 23.6
Total 242 100.0
(d) Small business programme listenership on local FM
stationsFor those who said that they had ever heard of radio programmes that focus on
small business issues were asked if they could remember the names of the
programmes, prompted or not. Chart 36 below shows the outcome. Overall, the
number of people who know about small business programmes is low as
indicated in the chart. Just over 40 people out of about 240 people knew of one.
As shown in the chart, of the 40 or so people who know or remember a business
programme, only 24 remember Obusubuzi obutonotono on Open Gate, while 10
remembered Ulimwengu wa Biashara on Rock Mambo.
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Chart 36: Can you remember the name of small
business programme? (Far East)
Remember any small business programme?
24
107
31
0
5
10
15
20
25
30
Count
Yes
No
(e) Small business programme most listened to
Of the few respondents who listen to small business programmes, Table
19 below shows that Obusubuzi obutonotono on Open Gate was more
listened to than others.
Table 19: Small business programme most listened to (Far East)
Which small business radio program do you listen to most?
Frequency PercentValidPercent
Valid Obusubuzi obutonotono on Open Gate 7 2.9 58.3
Ulimwengu wa Biashara on Rock Mambo 2 0.8 16.7
Eswamai kanuka on VoTeso 2 0.8 16.7
Can't distinguish 1 0.4 8.3
Total 12 5.0 100.0
Missing System 230 95.0
Total 242 100.0
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6.4 Northern region
This covered the areas of Lira, Gulu, Apac and Kitgum.
(a) Language
Majority of the respondents were Luo speakers (97%).(See Chart 37)
Chart 37: Is Luo your first language?
Is Luo your first language?n=265
Native Luo
speaker
97%
Non-native
Luo speaker
3%
(b) Which local language radio stations do you listen to?
Chart 38: General listenership on individual stations (Northern)
Which local language stations do you listen to?
135
73 72
104
138
0
20
40
60
80
100
120
140
160
Mega FM Rhino FM Choice Radio Wa Other
Count
Yes
No
In the Northern region, most people regularly tune into Mega FM (135).
Mega FM is followed by Radio Wa(104) out of just over 260 respondents
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while Rhino FM comes a distant third with a count of 73 and Choice FM
with 72 out of over 260 listeners. The other category has a strong
presence because the many other stations whose signals are received in
the area as Chart 38 above shows. The Other category is characterized
by radio stations such as Radio Freedom, Lira FM, Peace FM and Unity
FM. KFM Capital FM are also listened to.
(c ) Station most often listened to
In the different regions, listeners (respondents) were asked to indicate
which radio station they listen to most. Details are shown in Table 20
below. In the Northern region, listeners were more loyal to Mega FM
(36%). Mega FM is followed by Radio Wa with a score of 27%.
Table 20: Station listened to most often (Northern)
(d) Small business programme listenership on local FM
stations
Only Biacara on Mega FM is nearly the only known or remembered small business
programme. It is only 27 out of over 260 respondents could remember Biacara. No
outstanding programme was named. And of the 27, 8 were casual listeners, 7 were
interested listeners and 5 were dedicated listeners.
Listen to most often?
Frequency Percent Valid Percent
Valid Mega FM 83 31.3 35.9
Radio Wa 62 23.4 26.8
Rhino FM 24 9.1 10.4
Choice FM 17 6.4 7.4
Other 45 17.0 19.5
Total 231 87.2 100.0
Missing System 34 12.8
Total 265 100.0
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7.0 Concluding statements and Recommendations
Based on the analysis of the results of this survey, the following concluding statements
and recommendations are made:
7.1 Concluding statements
i) Majority of the respondents had listened to the radio for more than half
an hour in the previous week.
ii) A lot of radio airtime is given to areas that are not directly crucial to
peoples lives such as humor, music and general politics. Little airtime
is given such issues like income generation and business; health; and
agriculture.
iii) Majority of respondents (listeners) have never heard of a program that
focuses on small business matters.
iv) For those who managed to listen to small business programmes found
their greatest benefits in: getting information on markets (and prices)
and business opportunities; information on how to start or running a
business; and providing of business tips and advice.
v) A number of valid reasons were found to be responsible for non-benefit
of small business programmes: diversion of issues during the
programme; irrelevant content; lack of capital on part of listeners;
inadequate information and low programme awareness among other
reasons.
vi) Listeners would generally prefer to have small business programmes
to be more aired between Saturday and Monday from around 2 p.m.
vii) One (1) hour is most appropriate length of small programme on radio.
The programme should be: interactive(allowing feedback); of much
relevance without lacking appropriate information ; and handled
professionally by trained presenters (even hosting experienced
people).
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viii) Majority of the respondents (households) , 97%,owned at least one (1)
working radio.
ix) Male heads of households have more control of deciding what
programmes to listen to in their households.
x) Majority of the respondents have never communicated (phoning or
writing a letter) into a radio programme, the same applies to a small
business programme.
xi) For small majority of the respondents, agro business confined to
growing and selling; and retail trade are the main sources of income.
xii) Majority of households owned at least a bicycle which is the main
mode of transport and also a source of income.
xiii) Majority of the respondents owned anywhere between one (1) to five
(5) acres of land. Land is a very important source of livelihood.
xiv) Majority of small business programme listeners were either casual or
interested listeners, few were dedicated listeners.
xv) Small business radio listenership was more intense in the North
Western regions of West Nile and Bunyoro than it was in the Far East,
Busoga and Northern regions.
7.2 Recommendations
i) Programme branding and promotional efforts embarked on to increase
general awareness of small business programmes. One way is to have
regular pre-promos on radios.
ii) As far as general programming is concerned, relevant programming
content should be pursued . This can only be achieved through regular
audience research by radio stations.iii) Benefits of listening to business programmes should be clearly
communicated especially to those who are struggling with survival of
their small business establishments or to those who intend to start their
own businesses. This would drive interest.
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iv) Radio stations should encourage listener feedback in an appropriate
way through allowing for more phone calls which can be better
handled. Radio stations should get closer to the community by having
regular visits to get and probably record their views which can be
played back on air.v) Appropriate ways should be designed so that male heads of
households do not dominantly control what the rest should listen to.vi) As far as small business programme listeners are concerned , efforts
should towards converting casual or interested listeners into dedicated
listeners.vii) Radio stations management should endeavor to have reliable back up
systems so that they can keep on air even when there are serious
technical problems as a way of keeping their listeners.viii) Radio stations should encourage balanced programming to have more
essential issues like income generation/business; health ; agriculture
and education. There is need to reduce on the non-essentials like
music; politics and humor.ix) Radio station management should try to employ well trained and well
informed presenters who will better handle issues at hand.
x) Improve on signal clarity and coverage.
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APPENDICES
Appendix 1: Details of survey locations/routes in the different regions
Indicated are either routes or individual locations or counties
1. North West (West Nile and Bunyoro)
ARUA NEBBI MASINDI HOIMA
Arua Municipality
Arua Aii Vu
Arua - Emba
Arua Biliefe
Okokoro
Terego
Maracha
Vurra
Logiri
Ocidri
Oyokole
Abinyu
Obolokutufu
Oluo Hill
Olodriku
Nebbi Municipality
Nebbi - Pakwach
Okollo
Paidha
Anyong
Mvugu
Jupanyondo
Parombo
Masindi Municipality
Masindi Hoima Road
Masindi Kampala Road
Masindi Kiryandongo Road
Kiryankambi
Kisindizi
Pakanyi
Kyamukudumi
Bwijanga
Mparo Bugahya
Kijura
Kabutukuru
Ijwamba Nyakalongo
Kimengo-Kididima
Kisanja
Hoima Municipality
Hoima Bulindi
Hoima Buseruka
Butiaba
Buliisa
Kigorobya
Kitoba
Bulindi
Kikongo
Kabale
Kiziranfumbi
Kiganda
Buhamba
Wagaisa
Nyapea
Bujwahya
Nyakoronjo
Kikonta
Mpalangasi
Kinubi
Kibugubya
Buhanika
Kakindu
Katuugu-Bugahya
Kihamba
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2. Busoga Region
JINJA KAMULI IGANGA MAYUGE
Jinja Municipality
Bujagali
Wabulenga Budondo
Buwenge-Kaire-Kagoma
Kakira- Kalango-Kiko
Namasinga- Bugaya
Masese
Walukuba
Kyomya-Namalere
Kivubuka
Buyala
Namulesa
Wairaka
Mutayi
Kiwagama -Kagoma
Nakasengete
Lubani
Kamuli Municipality
Kamuli Balawoli-Nawantale
Kamuli Buluya
Kamuli Namwendwa
Kidera
Bugaya
Nkondo Kidera
Kasambira Bugulumbya
Nawanyago- Busiti
Namulikya
Buwolero
Bukokoba
Kasolwe
Bugaya
Nakulyanku
Nawansesa
Iganga Municipality
Iganga- Nakivumbi
Iganga Naigobia-Kaliro
Busembatia - Ivukula
Namutumba
Busesa
Wakatanga
Namakunyu Kabira
Bukoyo Busalami
Namulanda
Bulubandi
Semwezi
Ibunkalu
Kasuleta-Bubago
Kaiti
Nabikabala
Nsinze
Kibale
Nabidongha
Gwembuzi
Mayuge Town Council
Mayuge Magunga
Mayuge Ikulwe-Kaluba
Mayuge Kitovu
Buwaya
Kasutayime
Mpugwe
Mbaale
Katwe
3. Far East
MBALE PALLISA TORORO BUSIA
Mbale Municipality
Mbale Nakaloke
Mbale Busiu- Bududa
Nabumali
Budadiri
Namunsi
Bugusege
Nkokonjeru
Nawungo
Kooji Busoba
Khatwelatwela
Mulunyi
Kachonga
Nabumali
Nagamoya
Nakirunyu
Bukambowe
Wagagai
Bunagowoya
Nabamasa
Pallisa Town Council
Pallisa Agule
Pallisa Gogonyo
Pallisa Kamuge
Kadama
Tirinyi
Kapaala
Kibale
Kachengerwa Kasodo
Akodot
Angolol
Butembeyi
Apopong
Tororo Municipality
Tororo Molo Mukuju
Tororo Buteba
Tororo- Kisoko-Nagongera
Magodesi
Katandi
Nyakasiza
Mukera
Matimbi
Nambogo
Podut
Mahanga
Bumululu
Lwanjusi
Busitema
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Buyonde
Nakwira
Bumirisa
Kabwangasi
Nakawondwe
Namatala
Buwasu
4. Northern
LIRA GULU KITGUM APAC
Lira MunicipalityDokolo
Aler IDP Camp
Kamuca
Opimo
Odeye
Agwata
Alokiri
Adokogik
Abenyo
Awat - Iguli
Gulu MunicipalityLayibi
Kampala Road
Pece Pawel
Kasubi
Kabedo Opong
Koro Abili IDP Camp
Kanyagoga
Badege
Celerano
Kitgum Town Council KamdinBuga
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Appendix 2: Photographs from the field
1
One of the field assistants, Fred, left, interviewing a radio listener in rural Busoga (Photo by Ian Nkata)
2
One of the field assistants, Fred, left, interviewing a woman radio listener.Looking on are curious family members in rural Busoga. (Photo by Ian Nkata)
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3
A group of radio listeners in rural Busoga. It is common to find groups of peoplein rural areas listening to radio under a tree. (Photo by Ian Nkata)
4.
Some of the research assistants who worked in Busoga. In the background is theLand Rover that was used in the survey. (Photo by Ian Nkata)
Appendix 3: Selected comments from radio listeners/respondents
The comments are divided into 2 categories. The first category is related to comments
regarding small business radio programming and the second one concerns general
radio programming.
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Category 1: Selected comments regarding small business radio programmes
Radio programs are good because they sensitize people on small businesses ( Male, 25-35)
..should add more time for business issues! (Male, 15-25)
They mix business and politics.more opportunities should be given to those in villages to start
businesses (Male, 15-25)
They should continue with programs on business, but add time and take more calls from
callers/listeners. (Female, 15-25)
Small business programs are very educative, though too much music does not favor the older
people... (Male, over 45)
Bring more business programs so as to create aware amongst listener. (Male, 2
top related