Abstract provided by author:
This study is a market research on UNAM Radio. The study examined the audience as well as programs on the station. The aim was to find out what the audience listens to and what they would like to listen to or rather their expectations. Further more the study also focused on the types of programs as a product for this Market Research. The focus was on the types of programs that are aired. It also looked at what the audience thinks of the programs; the kinds of changes if any that should be done
The main objectives of this research are to provide information on UNAM Radio listenership as well as recommendations for radio programming. The research also aims at finding out what role radio can play in trying to combat HIV / AIDS related issues and the best way of providing information on these issues in a way that the youth find educative as well as entertaining
The researcher drew up a questionnaire in order to find out the status of the station's listeners. The researcher distributed 40 percent of these questionnaires to respondents at the University of Namibia and 30 percent to the Polytechnic, while the other 30 percent was distributed to those from other institutions
One of the key findings of this research is that 66 percent of UNAM Radio's listeners are within the age range of 19-35 and 41 percent prefer to listen in on Fridays and Wednesdays. The listeners also like listening to other stations and Radio Energy is one of their favorites as 66 percent of them have stated. The research has also found out that 25 percent of the station's listeners have no favorite program, while 14 percent choose to listen to the Suzie & Shafa Show and 11 percent have the Morning show as their favorite program
