Audience Reception Analysis on Jimma Fana FM 98.1: „Fayyaan Waa Hundaa

Abstract

This study was conducted to understand and critically analyze audiences’ reception of FWH health program in Jimma Fana FM 98.1.The study employed a survey research design that implemented the quantitative method as well as the qualitative method for FGD to achieve the objectives of the study. The populations of the study were audiences of FWH program in Jimma Fana Fm 98.1. The researcher took audiences in three districts of broadcast based on convenience sampling and acquired a sample survey of 240 audiences with in the catchment area of the broadcast. Primary data collected through survey questionnaire administered and gathered, FGD deliberated for 24 participants. The results of the study presented by using tables’ frequency and percentages. Consequently, the findings of the study indicated that vast majority of audience of FWH program understood the message of the program. They can also understand what was broadcasted, advised and even taught by the medical experts. Negative reactions were also given in areas such as the use of technical jargons in English, minimal interaction with audience and shortage of broadcast time. So, the findings indicate as it is a factor for less regularity of audiences. Audiences, also, believe that the duration of the program is too short. The other factor of the study revealed that uneducated audience faced difficulties of understanding the message of the radio program due to the mixed terms in English. Finally, the researcher recommended that the program FWH engage more in its effort strengthening positive reactions and reducing the negative one. Avoiding the use of technical jargons in English, amending time of broadcast and improving interaction with audiences were the most important comments to the program.