Impact of new media on radio broadcasting; case study capital FM Kenya
Abstract
This study set out to establish the impact of.new media on radio broadcast through a case study of Capital FM. It was guided by five objectives that focussed on the extend of the use of New media platforms by Capital FM and identifying the challenges faced by Capital FM in its use of Newmedia. The study applied the survey research design. The population included the employees of Capital FM and the listeners especially in Nairobi City and the diaspora. The target population was the management and staff of the new media department as they were the ones directly involved with the new media.
The listeners were sampled purposively to get as much relevant data as possible. Data was collected by use of a questionnaires and oral interviews for each group of respondents. If a listener indicated from the onset that they listened to another radio station, they would not be given the questionnaire but would give to the next respondent. The data collected revealed that a majority of listeners of Capital FM were well versed with new media.
The study results show that as a result of accepting and adopting the new media technologies the benefits have been immense; increase on advertising revenue, growth of audiences due to the variety provided on the website like podcast, music downloads, news and You-tube videos. Capital FM has been quick to adopt Newmedia through its all interactive website which caters to listeners all over the world. The younger generation listens to radio using their mobile phones thanks to the convergence of technology. One can access Capital FM website to get the relevant news anytime instead of waiting for primetime news
Publisher
University of Nairobi, Kenya