Looking at the report on Media Audience
Research Finding in Kenya the many radio
stations have vast audiences based on the
regions. In Nairobi, for instance, Jambo
radio, Citizen Radio, and Ghetto Radio are
the top most. In another region such as the
south Nyanza covering Kisii and Nyamira,
Egesa FM, Citizen and Radio Maisha are
the most popular. This shows geographical
segmentation which is complemented by
the language of the locals.
Age and gender also enrich segmentation
profiles. Programs that are specific age-
friendly tap into the age groups as the
listeners identify with either the topics or
music being played.
Due to language diversity in Kenya,
English radio stations take up 25% of the
total audience, 44% Kiswahili stations
and 31% for vernacular stations. This data
shows a valued mix in the language matrix
that cannot be ignored when learning the
Kenyan market. An interesting fact also
shows that 38% of the audience aged 35+
listen to vernacular stations.
Radio is a convenient medium as it is
very mobile and has relatively easy access
- most mobile phones are radio-enabled
making it even more accessible. Also
due to its wide reach, radio disseminates
Due to language di-
versity in Kenya, En-
glish radio stations
take up 25% of the
total audience, 44%
Kiswahili
stations
and 31% for vernacu-
lar stations. This data
shows a valued mix in
the language matrix
that cannot be ig-
nored when learning
the Kenyan market.
An interesting fact
also shows that 38%
of the audience aged
35+ listen to vernac-
ular stations.
has further promoted the radio reach
to many people daily. Public transport
vehicles such as buses and Matatus use
radio as the primary form of entertainment
for its passengers.
In 2020 and beyond as internet penetration
increases local radio will be listened to
worldwide and more disruptions will
happen as demographics keep on evolving.
Television Usage and Reach
Every Kenyan with access to any form of
electricity opts to have a television set for
entertainment and to keep up with current
affairs. Media outlets reach audience
through digital transmission waves.
Since the Kenyan digital migration was
conducted back in 2012, there are 62 local
TV stations available on the digital waves
and over 480 available on Pay TV models.
Various audience segmentations have
been done because of delivering the most
suitable content to the user. This has further
brought more advertising opportunities
to businesses. Local hardware can now
advertise on a local TV station - the result
information much easier than other forms
being more profits for him and greater
of media.
opportunity for the media industry.
The wide use of public transport in Kenya
According to a report by Kenya Research
Foundation over 40% of respondents had
access to Television Channels with old
stations such as KTN, NTV and Citizen
TV enjoying dominance.
We have various segmentation based
on language, religion, news, sports and
general. Examples of popular stations
in Kenya are Citizen TV, NTV, KTN
News, KTN Home, Inooro TV, K24, KBC
TV, Switch TV, Kameme TV, Ebru TV,
Supersport, MT Kenya TV, Gikuyu TV,
Nyota TV, and others.
The most popular being Citizen TV,
one can attribute that to the diversity of
programs, use of National language, the
investment involved and the age of the
company. New TV stations have come
up such as the Switch TV, Gikuyu TV,
Metropol TV, and Inooro TV. These
stations despite being less than five years
old have proven popular among their
niche audience.
Technological changes such as pay-TV
have not been well adopted. SuperSport
and Maisha Magic East being pay-TV
channels have a low uptake of 0.4% and
0.2% respectively in Nairobi Regions..
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