Audience Preferences and Engagement with FM Radio in Tanzania: A Study of TBC FM and Wasafi FM in Kinondoni, Dar es Salaam

Abstract

This study examines the audience listenership preferences of TBC FM and Wasafi FM radio stations in Tanzania, focusing on three key objectives: the types of programs preferred by listeners, the motivations behind their listenership, and the gratification obtained. Grounded in the Uses and Gratifications Theory, the study used a survey design to collect data from radio listeners in Kinondoni Municipality, Dar es Salaam, as this method effectively gathers large amounts of information from many respondents. The findings revealed a predominant preference for entertainment programs, specifically those featuring popular music genres like Bongo Flava, Taarab, and Singeli, as well as sports content. Motivations for listenership included entertainment, relaxation, companionship, and the opportunity to participate via call-ins. Recommendations emphasize the need for FM radio stations to cater more to listeners' preferences for popular music to retain and expand their audience.