Strategies for growing audience for community radio in the digital era. The case of Arua One FM.

Author

Grace Rechue Lekuru, Aga Khan University

Date of Award

2024

Document Type

Dissertation

Degree Name

Executive Masters in Media Leadership and Innovation (EMMLI)

First Supervisor/Advisor

Dr. Denis Galava

Department

Graduate School of Media and Communications

Abstract

The media landscape has been profoundly transformed by the emergence of digital technologies and the internet, posing both challenges and opportunities for community radios to reach and expand their audiences. Through an in-depth case study analysis, this research aims to examine approaches and tactics utilized by Arua One FM, shedding light on the broader strategies that community radios can adopt to thrive amidst the dynamic digital disruptions in the media industry. Arua One FM is a rural community radio located in the North-West of Uganda and owned by Vision Group. This study employed qualitative methodologies with a focus on the significance of community engagement content innovation or diversification, and utilization of digital platforms. The findings contribute to a nuanced understanding of audience growth strategies for community radios and provide actionable insights for stations seeking to enhance their reach in the digital landscape.

Recommended Citation

Lekuru, G. R. (2024). Strategies for growing audience for community radio in the digital era. The case of Arua One FM. (Unpublished master's dissertation). Aga Khan University, East Africa.