Mse Radio Programmes Listener Survey June 2005_ian Nkata_uganda

International Labour Organisation,

FIT-SEMA Small Enterprise Media in Africa Project PO Box 7184, Kampala. Fax : +256 31 262404 Tel : +256 31 262405 E-mail: [email protected]

A REPORT ON MSE RADIO PROGRAMMES LISTENER SURVEY IN WEST NILE,BUNYORO, BUSOGA, FAR EASTERN UGANDA AND NORTHERN REGIONS OF UGANDA (FOR ILO-FIT SEMA PROJECT) BY IAN K.NKATA (CONSULTANT) P.O. BOX 16003, KAMPALA MOBILE : 077-400717 [email protected] [email protected] JUNE 2005

EXECUTIVE SUMMARY The ILO FIT SEMA project was initiated in January 2004 with the aims of building the capacity of private commercial radio industry to cover, report issues and provide a platform of advocacy for small business enterprises. As part of the process a survey was undertaken in five regions of the country that is Busoga, Bugisu, Bunyoro, West Nile and Northern regions. The survey took place from 8th March 2005 till 5th April 2005. 1021 structured questionnaires were administered through face to face interviews. The main objectives of the survey were to : evaluate the impact of radio programs on small enterprises; evaluate listener behavior ; assess radio programming problems for possible corrective advice for improved programming.

Findings indicate that: majority (79%)of the respondents had listened to the radio for more than half an hour in the previous week; a lot of radio airtime is given to nonessential issues (music, humor and politics) yet little radio airtime is given to essential issues (income generation and business; health; and agriculture) ; majority of respondents (listeners) have never heard of a program that focuses on small business matters; some of the benefits of listening to small business programmes include getting information on markets (and prices) and business opportunities; information on how to start or running a business. A number of valid reasons were found to be responsible for non-benefit of small business programmes: diversion of issues during the programme, irrelevant content, lack of capital on part of listeners, inadequate information and low small business programme awareness; listeners generally prefer to have small business programmes to be more aired any day between Saturday and Monday from around 2 p.m. ; one (1) hour is most appropriate length of small programme on radio. The programme should be: interactive(allowing feedback); of much relevance very appropriate information ; and handled professionally by trained presenters

(even

hosting

experienced

people);

majority

of

the

respondents

(households) , 97%,owned at least one (1) working radio; male heads of households have more control of deciding what programmes to listen to; majority of the respondents have never communicated (phoning or writing a letter) into a radio programme not even

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to a small business programme; for small majority of the respondents, agro business confined to growing and selling; and retail trade are the main sources of income; majority of households owned at least a bicycle which is the main mode of transport and also a source of income; majority of the respondents owned anywhere between one (1) to five (5) acres of land; majority of small business programme listeners were either casual or interested listeners, few were dedicated listeners; and finally small business radio listenership was more intense in the North Western regions of West Nile and Bunyoro than it was in the Far East, Busoga and Northern regions. Recommendations made are that promotional and branding efforts be increased to raise general awareness of small business programmes; for general programming, relevant content should be advocated this is achievable through regular audience research by radio stations; benefits of listening to business programmes should be clearly communicated especially to the audience; regular feedback from listeners should be encouraged and radio staff should visit the communities to further interaction; appropriate ways should be designed so that male heads of households do not always what the rest should listen to; convert casual or interested small business listeners into dedicated listeners; radio stations management should invest in good back up systems to minimize going off air completely; radio stations should encourage balanced programming to have more essential issues like income generation/business; health ; agriculture and education. Efforts should be directed towards reducing on the nonessentials like music; politics and humor; radio station management should also try to employ well trained and well informed presenters to better handle issues at hand; and finally radio stations should improve on signal clarity and coverage for better reception.

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TABLE OF CONTENTS EXECUTIVE SUMMARY …………………………………………………….

1

1.0 1.1 2.0

Background……………………………………………………….. …… Introduction Objectives of the survey……………………………………………….

7

3.0

Methodology ……………………………………………………………

7

4.0

5.0

7

3.1

Pre-survey activities …………………………………………...

8

3.2

Fieldwork ………………………………………………………..

8

3.2.1 Sample population ……………………………………..

8

3.2.2 Survey tools …………………………………………….

8

3.2.3 Data collection ………………………………………….

9

3.2.4 Data processing and analysis …………………………

10

3.2.5 Challenges, limitations and problems faced …………

11

Findings and Analysis ………………………………………………….

12

4.1

Demographic breakdown ………………………………………

12

4.2

Listenership behavior and awareness ………………………..

13

4.3

Radio issues versus radio airtime …………………………….

14

4.4

Business programmes listenership ……………………………

15

4.5

Involvement in small business/informal sector activities/farming or fishing …………………………………………………………….

16

4.6

How beneficial radio programmes are to small business people in Uganda ……………………………………………….

17

4.7

Satisfaction levels with the programme(s)………………………

24

4.8

Listener behaviour ……………………………………………….

29

Personal Data …………………………………………………………………

33

5.1

Major areas of business or sources of income ………………..

34

5.2

Ownership of vehicular bodies ………………………………….

35

5.3

Type of dwelling ………………………………………………….

35

5.4

Land ownership …………………………………………………..

37

5.5

Livestock ownership ……………………………………………..

37

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6.0

7.0

5.6

Type of latrine/toilet ……………………………………….

38

5.7

Average monthly income …………………………………

39

Regional Analyses …………………………………………………….

39

6.1

North Western Region …………………………………….

39

6.2

Busoga region ………………………………………………

44

6.3

Far Eastern region …………………………………………

47

6.4

Northern region …………………………………………….

53

Concluding statements and Recommendations ……………………

53

7.1

Concluding statements ………………………………………..

53

7.2

Recommendations …………………………………………….

54

APPENDICES Appendix 1: Details of survey locations/routes in the different regions……

56

Appendix 2: Photographs from the field ……………………………………..

59

Appendix 3: Selected comments from radio listeners/respondents ………

60

Appendix 4: MSE radio programme listener survey questionnaire(Sample).

64

Appendix 5: Sample of a Field Assistant’s introduction letter………………

74

Appendix 6: Copy of signed/approved police letter …………………………

75

Appendix 7: Field assistants teams gender audit……………………………

76

Appendix 8: List of field assistant teams …………………………………….

76

Appendix 9: Detailed data tables of survey results …………………………

77

Appendix 10 :Data tables for the general common issues (Not regional)..

93

Appendix 11:Data tables regional analyses …………………………………

103

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List of Tables Table 1: Are local FM radio stations providing enough time for the following issues?...15 Table 2: What is your involvement in small business/informal sector? …………………17 Table 2a: How do you think business programmes benefit small business people in…19 Uganda? Table 3 : Examples of how programme(s) has benefited small business people in Uganda………………………………………………………………………………………… 20 Table 4 : How did you act or intend to act as a result of this information? (What changed as a result of this information?)………………………………………………………………20 Table 5 : Why this example(s) stick in mind?.................................................................21 Table 6 : Why did you listen to this programme?...........................................................22 Table 7 : How has a business programme benefited you or your business?.................23 Table 8 : Why has the programme not benefited you or your business? ……………….23 Table 9 : Suggested days for business programme(s) on radio………………………….25 Table 10 : Suggested times for business programme(s) on radio……………………….25 Table 11 : How long should the programme be?............................................................26 Table 12 : What would change about programme presentation?...................................29 Table 13 : How would you increase listener feedback ?.................................................29 Table 14 : How many radios doe your household have? …………………………………30 Table 15: Major area of business or sources of income…………………………………..34 Table 15a: Does your household have an average monthly income of less than 50,000/=? …………………………………………..…………………………….39 Table 16: Which radio station do you listen to most often? (North Western)…………...41 Table 17: Which radio station do you listen to most often? (Busoga)……………………45 Table 18: Station listened to most often (Far East)………………………………………..49 Table 19: Small business programme most listened to (Far East)………………………50 Table 20: Station listened to most often (Northern) ………………………………………51 List of Charts Chart 1: Gender of respondents ……………………………………………………………12 Chart 2: Age of respondents ………………………………………………………………..13 Chart 3: Area of residence …………………………………………………………………..13 Chart 4: Radio listening in the past week ……………………………………………….....14 Chart 5: Why have you not listened to radio in the past week? …………………………14 Chart 6: Have you ever heard of a program on small business issues? ……………….16 Chart 7: How beneficial is the radio program to small business people in Uganda? … 18 Chart 8 : How do you think business programs benefit small business people in Uganda? …………………………………………………………………………….19 Chart 9 : How beneficial has been to you or your business? ……………..……………. 22 Chart 10 : How convenient is the programme time? …………………………………….. 24 ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

5

Chart 11 : How is the programme length, is it too long or too short? ……………………26 Chart 12 : How detailed are small business programmes coverage? …………………..27 Chart 13 : What do you think of the way programmes are presented? …………………28 Chart 14 : Do you think the programme(s) provide enough feedback through phones, letters and interviews? ………………………………………………………..…29 Chart 15 : Does your household have a working radio? …………………………………30 Chart 16 : Who in your household has the most control over which programmes you listen to? …………………………………………………………………………. 31 Chart 17: Does this situation stop you from listening to radio stations you like? …….. 32 Chart 18: Have you ever written or telephoned into a programme on radio? ………… 33 Chart 19: Have you ever written or telephoned into a small business programme on radio? ……………………………….…………………………………………… 33 Chart 20: Do you own a car, motorcycle or bicycle? …………………………………… 35 Chart 21: What type of house do you live in? (Rural) ………………………………….. 35 Chart 22: What type of house do you live in? (Urban) …………………………………. 36 Chart 22a: How much land does your immediate household own? …………………… 37 Chart 23: How much livestock (cows, goats, sheep etc) do you own? ……………….. 38 Chart 24: What type of latrine/toilet does your house have? ………………………….. 38 Chart 25: Is Runyoro/Alur/Lugbar your first language? ………………………………… 40 Chart 26: Which local language radio stations do you listen to? (North Western) …….40 Chart 27: Can you remember the name of small business programme? (N/ Western).42 Chart 28: Small business programme most listened to (North Western) …………….. 43 Chart 29: Small business programme listener self description – North Western …….. 43 Chart 30: Is Lusoga your first language? …………………………………………………. 44 Chart 31: Which local language radio stations do you listen to? (Busoga) …………… 44 Chart 32: Can you remember the name of small business programme? (Busoga)…. 46 Chart 33 : Which small business radio program do you listen to most? (Busoga) …… 46 Chart 34: Is Lugisu, Adhola, Gwere, Swahili, Luganda or Kumam your 1st language?..47 Chart 35: General listenership on individual stations (Far East)…………………………48 Chart 36: Can you remember the name of small business programme? (Far East)…50 Chart 37: Is Luo your first language? ………………………………………………………51 Chart 38: General listenership on individual stations (Northern) ……………………… .51

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1.0

Background

1.1

Introduction

The ILO FIT SEMA project was initiated in January 2004. This project aims to build the capacity of private commercial radio industry to cover, report issues and provide a platform of advocacy for small business enterprises.

This project is funded by the

Swedish International Development Agency (SIDA). This project includes a substantial component of monitoring; evaluating and documenting of the impact radio programs have on small enterprises. The project has initiated a system of monitoring radio programs that the ILO supports and runs

listener

surveys in at least different regions of the country to investigate benefits of the programmes on the listeners and impacts of the radio on policy levels. It is against this background that a survey was undertaken in five regions of the country that is Busoga, Bugisu, Bunyoro, West Nile and Northern regions. The survey took place from 8th March 2005 till 5th April 2005. 2.0

Objectives of the survey

2.1

The survey was set out to achieve the following objectives: •

To evaluate the impact of radio programs on small enterprises

•

To evaluate listener behavior

•

To assess radio programming problems for possible corrective advice for improved programming

3.0 Methodology This chapter presents the pre-survey activities, the survey methodology covering, sampling, survey tools, data collection, and data processing and analysis techniques.

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3.1 Pre-survey activities The organization of the survey consisted of several activities which included a training workshop whose main objective was to communicate the purpose of the survey to field assistants; to review the proposed questionnaire; and make field assistants understand the underlying survey concepts and imparting interview techniques and skills required for fieldwork; field test the questionnaire and to get field assistants to sign up for the project. This was part of the orientation process. 3.2

Fieldwork 3.2.1 Sample population The survey set out to interview 1000 radio listeners of at least 15 years and over in the 5 regions of the survey. The sample was to reflect a ratio of 70:30 rural to urban while gender was to ratio of 50:50 male to female. The sample was regionally broken down as follows: West Nile and Bunyoro – 250; Busoga – 250; Far East – 250 and Northern – 250.

In order to ease administration of

questionnaires, zoning was based on the key district towns around which routes were drawn. These routes were followed during the survey. (See Appendix 1: Detail of survey locations/routes in the different regions) 3.2.2 Survey tools The survey tool basically used was a questionnaire. It was similar to that one used in the previous survey though had some adjustments for purposes of easing analysis of data. The adjustments made did not affect the questionnaire content as such. The questionnaire was designed with the objective of obtaining information in the key areas of: ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

8

a) Background information and screening b) Awareness and listenership c) Non-business radio programme listeners d) Satisfaction levels with business radio programmes e) General listener behavior f) Personal information The appropriate number of questionnaires was produced for the purpose. (See Appendix 4: MSE radio programme listener survey sample questionnaire) 3.2.3 Data collection Five teams were mobilized for data collection and the data collection exercise took a period of one month - 8th March 2005 to 5th April 2005. (See APPENDIX 8: List of field assistant teams). All the teams were under the direct supervision of the Team Leader who ensured the following: that the time table was properly adhered to; data integrity; prompt payment of research and logistical fees to field assistants; compliance with sample ratios and providing constant monitoring and feedback to FIT SEMA about the activities and progress of the survey. The team leader was also charged with the responsibility of reporting a team’s presence in the areas or districts to the respective District Police Commanders (DPCs) who were presented with introduction letters (See Appendix 6 : Copy of signed/approved police letter) . The District Police Commanders were very helpful and approved of our stay in the various regions. The Team Leader and field assistants were assured of their assistance and protection in case need arose. Armed with survey routes and map, field assistants administered the questionnaires to willing respondents while complying with the 50:50 gender ratios. Field assistants were dropped off at various sampling points in the rural routes ranging from 15 to 20 kilometers apart, targeting ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

9

homesteads, and then they were picked up so that they would be dropped off at other points. The potential respondents were randomly selected bearing in mind the 50:50 ratio of male to female. After the interviews, the field assistants were required to obtain signatures/thumb prints from the respondents as proof of interview as well as physical addresses and telephone contacts for possible follow up on respondents. On the average, it took about 25 minutes for a field assistant to interview a business radio programme listening respondent, while for a non- radio business programme listening respondent, it took 10 to 15 minutes. The interview method was employed to obtain information from the respondents. Each team member had an introduction letter, promptly signed, stamped and with a passport size photo which was used to identify themselves and to highlight the purpose of the survey. (See Appendix 5: Sample of a Field Assistant’s introduction letter) 3.2.4 Data processing and analysis Thorough editing and checking of data was carried out to ensure completeness, accuracy, clarity and consistency of the responses in the questionnaire. Most of the data collected was quantitative in nature. There were limited sets of qualitative data too. Data from the questionnaires was then captured using the SPSS computer program version 11. Once data was captured and initially processed in the SPSS ver.11, it was then exported into MS-Excel for further analysis and manipulation. Some of the data was aggregately processed and analyzed because information could be generally categorized while some was regionally processed and analyzed because issues therein were specific or unique to a particular region. The data was summarized into frequency tables, graphs and cross tabulations are presented and discussed in findings in chapter 4 and in the appendices.

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3.2.5 Challenges, limitations and problems faced The fieldwork did not come without challenges. Below are some of the challenged that were faced in the field: •

Paranoia (suspicion) on part of respondents was experienced. Some of the respondents were suspicious of the survey thinking it was either politically inclined, considering the current political environment in regard to 2006 Elections or was related to the tax department (Uganda Revenue Authority) or local government. For some potential respondents, it took a lot of convincing and assurance to obtain interviews while others refused totally. In case of refusals, suitable replacements were taken.

•

In some cases where women were approached for interviews there was reluctance on their to accept interviews and were of the view that their husbands were better suited to answer the questions. This came up as a result of strong cultural sentiments where it is believed to that women have to consult their husbands before taking certain actions or have no right to doing certain things at all.

•

Much as the research was more directed towards small business radio programming or listenership (that is outside general listenership); less number of people had ever listened to a small business radio program let alone having heard of one. Even those who had heard the programs, they were not very regular listeners thus resulting in giving relatively scanty information.

•

Certain regions of the country, like in the Northern region, because of security reasons we it was not possible to go deep into the rural areas. The assignment was therefore limited to the major urban centers and the immediate surroundings, not more than 15 kilometers.

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•

There was a general feeling that people did not know the name of programmes. They could only give a description in terms of time slots or identify by name of presenter or sponsor.

4.0 Findings and Analysis In this chapter, findings are presented, analyzed and discussed.

A total of 1000

respondents were targeted but 1021 questionnaires were administered in the survey. 4.1

Demographic breakdown

Of the 1021 respondents, 51% were males while 49% were females (Chart 1). Chart 1: Gender of respondents Ge nde r of re s ponde nts n=1021

Female 49%

Male 51%

Of the 1021 respondents, 38% were aged between 26 and 35 years; 33% were between 15 and 25 years; 17% were between 36 and 45 years while those over 45 years accounted for 12% of respondents. (Chart 2)

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Chart 2: Age of respondents Age of respondents n=1021 Over 45 years 12%

15-25 years 33%

36-45 years 17%

26-35 years 38%

Of the 1021 respondents, 63% lived outside the municipalities of the key towns surveyed. These respondents were actually in the rural settings while those within the urban areas accounted for 37%. (Chart 3) Chart 3: Area of residence Whe re do you live ? n=1021

Within municipality 37%

Outside the municipality 63%

4.2

Listenership behavior and awareness

On radio listening behavior, 79% of the respondents had listened to radio for more than half an hour in the past week while 21% had not. (Chart 4)

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Chart 4: Radio listening in the past week Have you lis te ne d to radio for m ore than half an hour in the pas t w e e k ? n=1020 No 21%

Yes 79%

For the respondents who had not listened to radio in the past week, 79% said they did not have access to radio, while 15% said they did not like radio. The smaller part, 6%, gave other reasons for not listening such as: their radios were not in working condition at the time i.e. either spoilt or lacked cells to run the radios; and others claimed that their radios had been stolen. Chart 5: Why have you not listened to radio in the past week? Why not lis te ne d to radio in the pas t w ee k ?n= 215

I do n' t like radio 15%

Other (specify) 6%

I do n' t have access to radio 79%

4.3 Radio issues versus radio airtime Listeners were asked to state adequacy of radio airtime for different radio programme issues. The respondents were expected to highlight whether it is not enough, adequate, too much or if they were not interested. The results are shown in Table 1 below. The results indicate that music, humor and national

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

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politics are given “too much” airtime – 44.1%; 19% and 19.7% respectively while clearly, on the other hand , airtime allocated to health issues, agriculture and income generation/business was largely inadequate as indicated in the scores 34.6%, 38.8% and 39.2% respectively. There is a very clear indication that more airtime is being allocated to issues of less relevance while those that are seemingly important in a direct way to people’s lives were denied sufficient airtime. Below are some comments made by respondents as a testimony in this regard: •

“The FM local stations should find better programmes such as focusing more on things like education, small income generating businesses.” (Male, 25-35)

•

“What is aired is not normally relevant… there’s need to focus on relevant issues.” (Female, 3545)

•

“More time should be allocated to educative programmes” (Female, 25-35)

•

“Humor and music take up all the time they should be using to teach us things that are important. Politics too is given a lot of time.” (Male, over 45)

•

“More airtime should be given to issues regarding health” (Male, 25-35)

(For detailed more analysis, please check in the appendices) Table 1: Are local FM radio stations providing enough time for the following issues? Are local FM radio stations providing enough time for the following issues? n Health

Not enough

Adequate

Too much

Not interested

899

34.6

52.6

7.6

5.2

Agriculture

902

38.8

39.9

9.0

12.3

Income generation/business

896

39.2

38.1

3.2

19.5

Religion

901

18.5

38.1

3.2

19.5

National politics

897

20.4

43.8

19.7

16.1

Local politics

899

20.4

43.8

16.7

16.1

Humor

869

17.7

51.3

19.0

12.0

Music

896

8.0

44.4

44.1

3.5

n=number of respondents to this question

Total number of respondents =1021

4.4 Business programmes listenership On whether they have ever heard of a radio programme focusing small business issues, 40% had ever of heard of a radio programme focusing on small business issues while 60% had not. (Chart 6). It was also observed that, for those who have heard of these programmes, were not sure of the

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programme names, they stopped at knowing time slots only and some went to the extent of confusing adverts with business programmes. Chart 6: Have you ever heard of a program on small business issues? Have you ever hear of a radio program on small business issues? n=884 Yes 40%

No 60%

4.5 Involvement in small business/informal sector activities/farming or fishing Of the 312 who responded to this question, 46.5% were either owners or managers of a small business while 19.6% were being employed in a small business establishment. 11% were interested in starting a small business. See details in Table 2 below.

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Table 2: What is your involvement in small business/informal sector? activities/farming or fishing? What is your involvement in small business/informal sector activities/farming or fishing? n=312 50.0

46.5

45.0 40.0 35.0 30.0 25.0 20.0

19.6

15.0 10.0 5.0

17.6 11.2 2.6

2.6

0.0

s s ) nt ny ss es es pa me c ify i ne si n e m s e s in u v u p o l u b b o b t/c r (s al l all i nv al l gv the sm sm rg/ sm No O n o g f i ro ge ee r ti n ge lar loy sta p n na i n i a e Em ye r/ M ted ne plo res w e m t O E In

4.6

How beneficial radio programmes are to small business people in Uganda On how beneficial the radio programmes are to small business people in Uganda, 50% found them very beneficial while 44% found them quite beneficial. 6% of the of the respondents found them not beneficial (Chart 7).

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Chart 7: How beneficial is the radio program to small business people in Uganda? How beneficial is the radio program to sm all business people in Uganda?n=291 Not very benef icial 4%

Quite beneficial 44%

Not at all benef icial 2%

Highly benef icial 50%

The survey sought to also measure the possible benefits in which the respondents were to indicate if the benefit was a first choice or second choice one. See results details in Table 2a below and Chart 8. The research shows that the greatest benefit, as first choice, lies in provision of “Information on how to run a small business “with a total count of 147, while provision of “Information on markets and business opportunities” and provision of “business tips and advice” followed with score counts of 134 and 123 respectively. The least benefits were seen in provision of “a voice for small business people to influence government, tax officials etc “and provision of “Information on legal, tax and other policy issues”. The score counts were 28 and 35 respectively.

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Table 2a: How do you think business programmes benefit small business people in Uganda? How do you think business programmes benefit small business people in Uganda? (Figure indicated in table are counts not percentages) 1st choice

Benefits - provides……………….

2nd choice

Total count

Voice for small business people to influence policy

28

32

Information on legal, tax and other policy issues

35

24

60 59

Information on current business news and events

67

30

97

Information on markets and business opportunities

134

34

168

Information on how to run a small business

147

40

187

Provides business tips and advice

123

62

185

534

222

Chart 8 : How do you think business programs benefit small business people in Uganda?

How do you think business programs benefit small business people in Uganda? 160

147 134

140

123

Count

120 100 80

1st cho ice

67

62

60 40

28

32

35

34

30

24

2nd cho ice

40

20 0

Voice for small Information on business people legal, tax and to influence other policy policy issues

Information on Information on current markets and business news business and events opportunities

Information on how to run a small business

Provides business tips advice

Benefits

Furthermore, the respondents were required to give examples of how the radio programmes had benefited small business people and the findings are summarized in Table 3 below: ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

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Table 3 : Examples of how programme(s) has benefited small business people in Uganda Frequency Valid

No response/missing

Percent

Valid Percent

804

78.7

78.7

Advice on how to set up/run a business

98

9.6

9.6

Improved business knowledge/management

46

4.5

4.5

Information on accessing business resources

6

0.6

0.6

Information on accessing/managing loans

23

2.2

2.2

Information on markets/prices

44

4.3

4.3

1021

100.0

100.0

Total

The actual total number of respondents to this question were 217 of which 98 (9.6% of the 1021 total) regarded “Advice on how to set up/run a business” as the

highest

benefit.

This

was

followed

by

“Improved

business

knowledge/management” which accounted for 46 out of 217 (4.5% of the total 1021). “Information on markets/prices” was considered to be an important benefit with a count of 44 out of 217 (4.3% of the total 1021). The survey went further to inquire on how the respondents acted or intend to act as a result of this information or rather what changed as a result. The findings are summarized in Table 4 below: Table 4 : How did you act or intend to act as a result of this information? (What changed as a result of this information?) How did you act/intend to act as a result of this information? Frequency Valid

No response (missing)

Percent

837

82.0

Valid Percent 82.0

Improved/better lifestyles

16

1.6

1.6

Improved production/sales

52

5.1

5.1

Improved/increased business knowledge

39

3.8

3.8

More awareness on how to start/run business

67

6.6

6.6

1

0.1

0.1

Poverty alleviation Sought for a loan Total

9

0.9

0.9

1021

100.0

100.0

The key changes to the respondents as a result of this information were “More awareness on how to start/run a business” with a total count of 67 out of 1021 respondents (6.6%). This was followed by “Improved production/sales” with a

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total count of 52 out of 1021 (5.1%). The least reactions were that of “Sought for a loan” and “Poverty alleviation” with total counts of 9 (0.9%) and 1 (0.1%) respectively. Other changes or reactions included: Improved/better lifestyles and ; Improved/increased business knowledge. Topical areas shown in Table 3 were of interest to radio listeners or respondents because of the reasons shown in Table 5 below: Key reasons included : •

Source of important information

•

Getting more business knowledge

•

Good /relevant business content

Table 5 : Why this example(s) stick in mind? Why did this example stick in mind? Frequency

Percent

Valid Percent

821

80.4

Getting more business knowledge

43

4.2

4.2

Good /relevant business content

35

3.4

3.4

Helps in sustaining a home

12

1.2

1.2

Poverty alleviation

18

1.8

1.8

Source of important information

92

9.0

9.0

1021

100.0

100.0

Valid

Total

80.4

Asked why respondents listened to a particular business programmes, 28% of them gave “Gaining information on trade opportunities with small business sector” as the main reason. This was followed by “Picking up business information and tips I can pass on to others” with 25%. Details of why respondents listened to a particular business programmes are shown in Table 6 below :

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21

Table 6 : Why did you listen to this programme?

Why did you listen to this programme?

Valid

Missing Total

Issues discussed on small biz are similar to those in my organization Gain better understanding of laws & policies small biz perspective of small businesses Understand small business as a potential competitor Gain info on trade opportunities with small biz sector Pick business info & tips to pass on to others To assist me set up business myself Other Total System

Frequency

Percent

Valid Percent

16

1.6

10.2

13 12 44 39 25 8 157 864 1021

1.3 1.2 4.3 3.8 2.4 0.8 15.4 84.6 100.0

8.3 7.6 28.0 24.8 15.9 5.1 100.0

On how beneficial a business programme has been to someone or their business, 44.5% of the 191 respondents to this question said a business programme was highly beneficial, while 41% said the programme was quite beneficial and about 15% did not find programme beneficial. (Chart 9) Chart 9 : How beneficial has been to you or your business?

How beneficial has this programme been to you or your business? n=191 Not at all beneficial 4% No t very beneficial 11%

Highly beneficial 44%

Quite beneficial 41%

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

22

On specifics of how a programme benefited a listener or their business, some of the key benefits included: better planning in business and ; running a business better. Details of other benefits are shown in Table 7 below.

It is however

important to note that 94% of the respondents did not answer the question hence the low scores. Table 7 : How has a business programme benefited you or your business? How has it benefited you or your business?

Valid

Better life

Valid Percent

Frequency

Percent

956

93.6

93.6

4

0.4

0.4

Better planning

22

2.2

2.2

Improved skills-book keeping, customer care, communication

10

1.0

1.0

Running a business better

1.8

18

1.8

Self reliance

8

0.8

0.8

Got a loan

1

0.1

0.1

1021

100.0

100.0

Total

Table 8 shows why the programme(s) has not benefited a listener or their businesses though the scores are not that strong but the reasons are valid. Table 8 : Why has the programme not benefited you or your business? Why has the programme not benefited you or your business? Frequency Valid

Percent 997

Valid Percent

97.6

97.6

Diversion of issues

1

0.1

0.1

Frequency on radio is low

1

0.1

0.1

High prevalence of poverty

1

0.1

0.1

Incompleteness in programs

1

0.1

0.1

Irrelevant content

3

0.3

0.3

Irrelevant information

1

0.1

0.1

Lack of capital

6

0.6

0.6

Lack of enough information

1

0.1

0.1

Not a business person

3

0.3

0.3

Not addressing area of interest

1

0.1

0.1

Not in business

1

0.1

0.1

Programs hardly known

1

0.1

0.1

Self reliance

1

0.1

0.1

Short air time Total

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

2

0.2

0.2

1021

100.0

100.0

23

4.7

Satisfaction levels with the programme(s)

(a)

On convenience of business programme time on radio, of the 294 respondents 19% of them claimed that the programme(s) was on at the wrong time, while 74% claimed programme(s) was on at the right time (Chart 10).

Chart 10 : How convenient is the programme time? How convenient is the programme time? n=294 No opinion 7%

On at the w rong time 19%

On at the right time 74%

Of those who were of the view that the programme(s) was (were) on at the wrong time (55) , about 34% of them preferred to have the programme on Sunday while 24% preferred Monday while 18% of those preferred Saturday. The findings clearly show that listeners would prefer business programmes to run anywhere between Saturday and Monday. Table 9 below shows the details of scores of other days.

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24

Table 9 : Suggested days for business programme(s) on radio

Valid

Mon Tue Wed Thu Fri Sat Sun Any day Total System

Missing Total

Better day option 1 Frequency Percent 12 1.2 2 0.2 1 0.1 1 0.1 2 0.2 9 0.9 17 1.7 6 0.6 50 4.9 971 95.1 1021 100.0

Valid Percent 24.0 4.0 2.0 2.0 4.0 18.0 34.0 12.0 100.0

Table 10 shows suggested times for the programme(s), though scores are not very significant. It is 2pm that had the highest count of 6. Table 10 : Suggested times for business programme(s) on radio

Valid

10am 10pm 11am 12 noon 12noon 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8.30pm 8pm 9pm Total

Better time option 1 Frequency Percent 972 95.2 1 0.1 2 0.2 1 0.1 1 0.1 1 0.1 2 0.2 6 0.6 2 0.2 3 0.3 3 0.3 1 0.1 5 0.5 1 0.1 4 0.4 14 1.4 1021 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Valid Percent 95.2 0.1 0.2 0.1 0.1 0.1 0.2 0.6 0.2 0.3 0.3 0.1 0.5 0.1 0.4 1.4 100.0

25

(b)

On whether the programme(s) was too long or too short, 34% of 282 respondents to this question said the programme(s) was too short, 62% said the programme(s)’ length was just right while 4% said they were too long (Chart 11).

Chart 11 : How is the programme length, is it too long or too short? How is the programme length, is it too long or too short? n=282

Too long 4%

Too short 34%

Just right 62%

(c)

Of those who felt that programme length was not right or correct (referring to Table 10 above i.e. the “Too long” -4% and “Too short” 34%) , gave a number of possible preferred options that are shown in Table 11. The one highlighted as most preferred was “1 hour”.

Table 11 : How long should the programme be? Valid

Missing/Non response 1 hour 1.5 hours 30 minutes 2 hours 2.5 hours 3 hours 4 hours 45 minutes Total

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Frequency 903 46 19 9 25 4 8 2 5 1021

Percent 88.4 4.5 1.9 0.9 2.4 0.4 0.8 0.2 0.5 100.0

Valid Percent 88.4 4.5 1.9 0.9 2.4 0.4 0.8 0.2 0.5 100.0

26

(d)

On the issue regarding detail of issues covered in the business programmes, of the 280 respondents to this question 56% said the detail was just right, while 38% thought the small business programmes lacked detail. (Chart 12)

Chart 12 : How detailed are small business programmes coverage?

How detailed are small business programmes coverage? n=280 Too detailed 6%

Not detailed enough 38%

Just right 56%

(e)

On the way the programmes are presented, of the 276 listeners to this question only 14% thought it was very good while 72% thought it was good. Another 14% regarded the way of presentation to be average. (Chart 13)

Chart 13 : What do you think of the way programmes are presented?

What do you think of the way programmes are presented? n=276 Poor 0%

Average 14%

Very good 14%

Good 72%

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27

(f)

For average or poor way of presentation, the respondents to this question gave number ideas on how they would change programme presentation. Key ideas included, among others, hosting experienced guests; minimizing program interruption; encouraging listener feedback and using better technology for better sound clarity. A number of ideas given are also varied even in their small proportions as shown in Table 12 below.

Table 12 : What would change about programme presentation? What would you change about program presentation?

( Valid

g .) Allocate more time Arrange for letters feedback for those with no phones Encourage listener feedback Host experienced guests F Improve signal clarity Improve technology for clarity u Irrelevant content r Minimize program interruption Presenters should only moderate not dominate t Programs should be broadcast at better times h producers should do regular field visits Radio Should have musical breaks e Too much time assigned Total r

Frequency 868 97 1 1 8 14 1 8 3 9 1 1 2 5 2 1021

Percent 85.0 9.5 0.1 0.1 0.8 1.4 0.1 0.8 0.3 0.9 0.1 0.1 0.2 0.5 0.2 100.0

Valid Percent 85.0 9.5 0.1 0.1 0.8 1.4 0.1 0.8 0.3 0.9 0.1 0.1 0.2 0.5 0.2 100.0

investigation was carried out on satisfaction of programmes and this was specifically directed towards understanding if listener feedback enough or not. Chart 14 shows that 60% of the respondents to this issue thought listener feedback through phones, letters and interviews was just right while 34% thought it was not enough.

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Chart 14 : Do you think the programme(s) provide enough feedback through phones, letters and interviews?

Do you think the program m e(s) provide enough listener feedback thru phones, letters & interview s? n=280 No t eno ugh 34%

To o much 6%

Just right 60%

(h)

Asked what kind of feedback they would increase, more respondents said they would increase “Live phone ins to the programmes” (134) while 124 said they would increase “Interviews with listeners at work place or home” (See Table 13 below for details)

Table 13 : How would you increase listener feedback ? Would you increase listener feedback through……? Live phone ins to the programme? Interviews with listeners at work place or home? Time for listeners'letters? Other forms of feedback?

Yes

No 134 124 86 13

15 12 27 3

4.8 Listener behaviour

(a) Ownership of radios in Chart 15 shows that 97% of the respondents owned at least a working radio in their households while 3% did not own one. This is a very strong indication of how important a radio is to the people.

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29

Chart 15 : Does your household have a working radio? Does your household have a working radio? n=919 No 3%

Yes 97%

(b) Of those who have radios, the majority 59.2% own one radio. This was followed by owners of two radios who accounted for 22% while those have three radios were at a distant 5.3%. Details are shown in Table 14 below. Table 14 : How many radios does your household have? No. of radios Valid

(c )

1 12 2 3 4 5 7 8 Total

If yes, how many? Frequency Percent 113 11.1 604 59.2 1 0.1 225 22.0 54 5.3 17 1.7 5 0.5 1 0.1 1 0.1 1021 100.0

Valid Percent 11.1 59.2 0.1 22.0 5.3 1.7 0.5 0.1 0.1 100.0

Much as households have radios, the question of who controls which programmes one listens to arises. This would likely affect listening patterns as those who have little or no control will be forced to listen to what has been dictated upon them or may prefer not to listen at all. Chart 16 below shows the different levels of control in households. As the chart shows it is the male heads of the households who have most control (50%). This is followed distantly by female heads of household. (17%).

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

30

This implies that heads of households easily account for nearly 60% of the control. The other forms of control may be attributed to presence of more radio sets in the household hence no one in particular has any control or it may be a matter of consensus. On the other hand having heads of households controlling on programme listening, they may decide on irrelevant programmes which may end up being useless to other people in the households. Chart 16 : Who in your household has the most control over which programmes you listen to? Who in your households has the m ost control over w hich program m es you listen to?n=910 60.0

50.5

50.0 40.0 30.0

7.0

6.3

Elders in the household

Decided by consensus

10.0

7.6

Youth in the household

17.1

20.0

11.4

No one in particular/we have many radio sets

Female head of household

Male head of household

0.0

On the contrary, and interestingly , most people , 88%,claimed that this did not stop them from listening to the radio stations they like (See Chart 17 below). This raises the question “Does it mean that they do not mind listening to any programme as long as it is on the radio they like?”, “Even when the heads of households compel them to listen to certain programmes?”

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31

Chart 17: Does this situation stop you from listening to radio stations you like? Does this situation stop you to listen to radio stations that you like? n=922 Yes 12%

No 88%

(d)

Respondents were required to state whether they had ever telephoned or written into a programme on radio, 21% of them said they had while 71% said they had not.(Chart 18)

Chart 18: Have you ever written or telephoned into a programme on radio? Have you written or telephoned into a programme on radio?n=926 Yes 29%

No 71%

The high number of people who have not written or telephoned into a radio programme is probably attributable to the following: •

Not having access to phones or cannot afford these services.

•

If letters are written, they are never read. This is discouraging.

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

32

Like the comment below by a respondent attests: “I write letters to radio stations but are never read, they seem to consider only people in urban areas who have access to more phones...” (Female, 15-24)

(e)

Respondents were required to state whether they had ever telephoned or written into a small business programme on radio, 6% of them said they had while 94% said they had not.(Chart 19). The reasons for this behavior may not differ a lot from the above in (d). The scores of those of who have ever written or telephoned into a small business

programme on radio were much

lower because listenership to small business programmes is much lower compared to other general programmes.

Chart 19: Have you ever written or telephoned into a small business programme on radio? Have you written or telephone into any of the small business programme on radio?n=902 Yes 6%

No 94%

5.0

Personal Data

The survey was also directed to also establish listeners’ lifestyles these included major business activities or main sources of income; ownership of vehicular bodies; type of dwelling; land ownership; livestock ownership; and finally type of toilet.

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33

5.1

Major areas of business or sources of income

Table 15: Major area of business or sources of income Major area of business Valid

Total Agro business - Growing & selling Trading-retailing Not in business Service - other (specify) Other (specify) Service- Education Service - Transport Service - catering/restaurant Service - repairing Agro business - Buying & selling Trading -wholesaling Livestock & fish - Catching/rearing & selling Service - Accommodation Manufacturing - wood Manufacturing - Handicraft Agro business - processing Manufacturing - metal Manufacturing - textile/tailoring Livestock & fish - processing Manufacturing - food & drinks Missing System Total

Frequency 1002 180 167 147 127 87 53 45 45 29 26 19

Percent 98.1 17.6 16.4 14.4 12.4 8.5 5.2 4.4 4.4 2.8 2.5 1.9

18 13 11 10 7 7 5 4 2 19 1021

1.8 1.3 1.1 1.0 0.7 0.7 0.5 0.4 0.2 1.9 100.0

Valid Percent 100.0 18.0 16.7 14.7 12.7 8.7 5.3 4.5 4.5 2.9 2.6 1.9 1.8 1.3 1.1 1.0 0.7 0.7 0.5 0.4 0.2

Table 15 shows that Agro-business in the area growing and selling was the activity most people were involved in (18%), this was followed by retail trade at 16.7%. A good number of people claimed to be involved in variety of services as a source of income (12.7%). From the Table 15 above it can be observed that less number of people were involved in manufacturing related activities. In comparison, more people were involved in agro business, trading and services activities than in manufacturing. The rest (15%) are dependants, students e.t.c.

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34

5.2

Ownership of vehicular bodies

Majority of the respondents (76%) owned at least one bicycle. It is important to note that bicycles were main mode of transport in the rural areas. Bicycles are used as a business tool to transport produce among other things. Bicycles are also used as source of income in form of “boda-boda”. The ownership of motorcycles stood at 6% while motor vehicles was at 5%. Those who owned none of the above were 13% of the respondents.(Chart 20) Chart 20: Do you own a car, motorcycle or bicycle? Do you own a car, motocycle or bicycle?n=692 None 13%

Car 5%

Motorcycle 6%

Bicycle 76%

5.3

Type of dwelling

Majority of people (41%)in the rural areas lived in houses that are brick built which are non-thatched (with either mabati or tiles) while 36% lived in mud built houses with thatched roofs and 22% live in mud built houses with non-thatched roofs. (Chart 21)

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35

Chart 21: What type of house do you live in? (Rural) What type of house do you live in? -Rural- n=632 Brick built with non thatch (mabati or tiles) 42%

Mud built with thatched roof 36%

Mud built with mabati (non thatched) roof 22%

In the urban areas, majority (37%) live in a rented brick built with either mabati or tiles while 32% live in their own houses that are brick built with either mabati or tiles. Details of urban dwellers are shown in Chart 22. Chart 22: What type of house do you live in? (Urban) What type of house do you live in? (Urban) - n=321

Other (specify) 11%

Self built mud (or similar) house on another person' s land 7%

Own house : brick built with mabati or tile roofing 32%

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Rented : mud built with mabati roof 12%

Rented : brick built with mabati or tile roofing 38%

36

5.4 Land ownership

On land ownership side, respondents were asked to indicate how much land their immediate household own and details are shown in Chart 22a below. The majority, 35%, own less than 2 acres while the lesser majority of 27% owned no land. 24%, however own somewhere between 2 and 5 acres. Chart 22a: How much land does your immediate household own? How m uch land does your im m ediate household ow n? n=632 M o re than 5 acres 13%

No land (except fo r ho use) 27%

Do no t kno w 1%

B etween 2 & 5 acres 24%

Less than 2 acres 35%

5.5

Livestock ownership

The respondents were required to indicate how much livestock they own. A majority of 46% own less than 10 animals while 42% did not own any. 12% of the respondents owned between 10 and 50 animals. (Chart 23)

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37

Chart 23: How much livestock (cows, goats, sheep etc) do you own? How m uch livestock (cow s, goats,sheep etc) do you ow n?n=638 M o re than 50 0%

Between 10 & 50 12%

None 42%

Less than 10 46%

5.6

Type of latrine/toilet

Most homes or households (67%) have a

private latrine. This is very

characteristic of rural settings. 26% of the respondents, mainly those in urban areas, use communal pit latrines. Very few people (6%) have private flush toilets.(Chart 24) Chart 24: What type of latrine/toilet does your house have? What type of latrine/toile t does your house have ? n=674 Private f lush toilet 7%

Communal pit latrine 26%

Private pit latrine 67%

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38

5.7

Average monthly income

The Table 15a below indicates that of 391respondents who accepted to answer this question 49.6% of the households earn an average monthly income of 50,000 shillings while 46.5% earned less than 50,000 shillings. 1.5% did not know how much they earned. Table 15a: Does your household have an average monthly income of less than 50,000/=?

Valid

Missing Total

6.0

Does your household have an average monthly income of less than 50,000/=? Frequency Percent Valid Percent Yes 182 17.8 No 194 19.0 Do not know 15 1.5 Total 391 38.3 System 630 61.7 1021 100.0

46.5 49.6 3.8 100.0

Regional Analyses

This section presents results from the different regions in which the survey took place. The section will tackle each region because of issues therein are unique to the regions. The section covers language factor, individual radio station general listenership, station most listened to, individual small business programme listenership, small business programme most listened to and self description as a listener to small business programmes. 6.1

North Western Region

This covered the regions of Arua, Nebbi, Paidha, Masindi and Hoima. (a)

Language

Majority of the respondents were native speakers of either Runyoro, Lugbar or Alur (88%), while those who could speak either of those languages but not natives accounted for 11% of the respondents. (Chart 25)

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

39

Chart 25: Is Runyoro/Alur/Lugbar your first language? Is Runyoro/Alur/Lugbar your first language? n=253 No n Runyo ro /Lugba r/A lur speaker 2%

No n-native Runyo ro /Lugba r/A lur speaker 11%

Native Runyo ro /Lugba r/A lur speaker 87%

(b)

General listenership on individual stations

Chart 26: Which local language radio stations do you listen to? Which local language radio stations do you liste n to? 140

125

120

Count

100

90

82

78

80

61

57

60 40 20

3

4

12

16

13 1

2

2

0 Bunyoro Broadcasting

Kitara FM

Arua One

Radio Paidha

Radio Apac

Radio Pacis

Other stations

In Bunyoro region, more people tune into Bunyoro Broadcasting (90) cumulatively than to Kitara FM (78). This was approximately out of about 130 respondents. Yet in the West Nile region, Radio Pacis has more people cumulatively tuning in with about 82 out of about 120 people. Arua One and Radio Paidha

have a fairly a strong following with counts of 61 and 57

respectively.

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

40

(c )

Station most often listened to

In the different regions, listeners (respondents) were asked to indicate which radio station they listen to most. Details are shown in Table 16 below. In the Bunyoro region, listeners were more loyal to Kitara FM than they are to Bunyoro Broadcasting. Deeper analysis reveals that Kitara FM had less cumulative audience but had more loyal listeners because of the high listener retention. Kitara FM retains just over 50% of the total radio audience (41out of 78), while Bunyoro Broadcasting retains about 34% of the total audience (31 out of 90) much as it has much bigger cumulative audience. In the West Nile region, Radio Pacis is the station listened to most often followed by Radio Paidha.

Table 16: Which radio station do you listen to most often?

Valid

Missing Total

Listen to most often? Frequency Bunyoro Broadcasting 31 Kitara FM 41 Arua One 14 Paidha FM 33 Radio Pacis 39 Other (specify) 63 Total 221 System 32 253

Percent 12.3 16.2 5.5 13.0 15.4 24.9 87.4 12.6 100.0

Valid Percent 14.0 18.6 6.3 14.9 17.6 28.5 100.0

(d) Small business programme listenership on local FM stations

For those who said that they had ever heard of radio programmes that focus on small business issues were asked if they could remember the names of the programmes, prompted or not. Chart 27 below shows the outcome. In the Bunyoro region, Ekyotamusana on Kitara FM was more remembered or known than Ebyentuguka on Bunyoro Broadcasting, while in the West Nile region, Ocemaceni on Arua One and Makwo o Kude on Paidha were equally known or remembered.

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

41

Chart 27: Can you remember the name of small business programme?

Count

Can you remember the name of business rogramme? 50 45 40 35 30 25 20 15 10 5 0

43 35

Ocemaceni on Arua One

Makw o o Kude on Paidha FM

22

Ebyentuguuka on Bunyoro Broadcasting

(e)

36

Ekyotamusana on Kitara FM

Small business programme most listened to

In the Bunyoro region, Ekyotamusana on Kitara FM is the most listened to small business programme (29.5%) while Ebyentunguka on Bunyoro Broadcasting had 11.6% of the listeners.(Chart 28). In the West Nile region, Makwo o Kude on Paidha FM was the most listened to small business programme with around 32% of listeners listening to it. Ocemaceni on Arua One stood at around 19%.

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

42

Chart 28: Small business programme most listened to – North Western

Which small business radio programme do you listen to most?n=158 35.0

31.6

29.5

30.0 25.0

18.9

20.0

11.6

15.0

8.4

10.0 5.0 0.0 Ebyentuguuka o n B unyo ro B ro adcasting

Ekyo tamusana o n Kitara FM

Ocemaceni on A rua One

M akwo o Kude o n P aidha FM

Can't distinguish

(f) Small business programme listener description

Listeners to small business programmes in Bunyoro and West Nile were asked to describe themselves and Chart 29 below shows the details. This is in very general terms. Chart 29: Small business programme listener self description – North Western

Most accurate description of you as a listener of small business programme n=130 Dedicated listener 22%

Casual listener 34%

Interested listener 44%

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

43

6.2

Busoga region

This covered the areas of Jinja, Kamuli, Iganga and Mayuge. (a)

Language

Majority of the respondents were native speakers of Lusoga (93%), while non-Lusoga speakers were 7% of the respondents. (Chart 30) Chart 30: Is Lusoga your first language?

Is Lusoga your first language? n=261 No n-native Luso ga speaker 7%

Native Luso ga speaker 93%

(b)

General listenership on individual stations Chart 31: Which local language radio stations do you listen to? (Busoga) Which local language radio stations do you listen to? 188

200 180 160

160 131

Count

140

112

120

Yes

100

77

80

No

60 40 20

15

5

11

21 18

11

2

0 NBS

Kiira FM

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Busoga People' s Radio

CBS

Simba

Other

44

In Busoga region, more people regularly tune into Kiira FM (188) than to NBS (160). Busoga People’s Radio has fairly a strong tune in (131) . This was approximately out of about 260 respondents. Radio Simba which based in Kampala has a strong following as Chart 31 shows. (c )

Station most often listened to

In the different regions, listeners (respondents) were asked to indicate which radio station they listen to most. Details are shown in Table 17 below. In the Busoga region, listeners were more loyal to Kiira FM (36%) than they are to NBS Broadcasting (30%) which came second. Busoga People’s Radio came third with 14% while Simba was fourth with 11%. Table 17: Which radio station do you listen to most often? (Busoga)

Valid

Missing Total

Listen to most often? Frequency Kiira 69 NBS 58 Busoga People' s Radio 27 Simba 22 Other 12 CBS 6 System 67 Total 194 261

Percent 26.4 22.2 10.3 8.4 4.6 2.3 25.7 74.3 100.0

Valid Percent 35.6 29.9 13.9 11.3 6.2 3.1 100.0

(d) Small business programme listenership on local FM stations

For those who said that they had ever heard of radio programmes that focus on small business issues were asked if they could remember the names of the programmes, prompted or not. Chart 32 below shows the outcome. In the Busoga region, Wekalangule on NBS was almost the only known small business programme. Another one was named as “Okozeewo kki” on NBS.

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45

Chart 32: Can you remember the name of small business programme? (Busoga) Rem em ber any sm all business program m e? 70

64

60

Count

50 40

Yes 26

30 20

No

9

10

2

0 Wekalangule on NBS

(e)

Other

Small business programme most listened to

For those who said that they had ever heard of radio programmes that focus on small business issues were asked if they could remember the names of the programmes, prompted or not. Since Wekalangule on NBS is nearly the only known small business programme, it makes it automatic to be the most listened to programme as shown in Chart 33 below. Chart 33 : Which small business radio program do you listen to most? (Busoga) Which small business radio programme do you listen to most?n=81 60.0

54.3

50.0

39.5

40.0 30.0 20.0

6.1

10.0 0.0 Wekalangule on NBS

Other small business program

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Can' t distinguish

46

6.3

Far Eastern region

This covered the areas of Mbale, Pallisa, Busia and Tororo. (a)

Language

Majority of the respondents were speakers of either Lugisu, Adhola, Luganda, Swahili or Kumam. This area has got a variety of languages (85%), while nonLugisu, Adhola, Luganda, Swahili or Kumam speakers were 15% of the respondents. (Chart 34) Chart 34: Is Lugisu, Adhola, Gwere, Swahili, Luganda or Kumam your first language?

Is Lugisu, Adhola, Gw ere, Sw ahili, Luganda or Kum am your first language?

No n-native Lugisu, A dho la,Gwere,L uganda,Swa,Ku mam speaker 15%

No n Lugisu,A dho la,G were,Luganda, Swa, Kumam speaker 0%

Native Lugisu,A dho la,G were,Luganda,S wa,Kumam speaker 85%

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(b)

Which local language radio stations do you listen to?

Chart 35: General listenership on individual stations (Far East) Which local language radio station do you listen? 160

150 136

140

123

Count

120 100

77

80

Yes No

60 29

40 20

14

11

3

9

19 3

1

0 Open Gate

Rock Mambo

VoTeso

Continental

Capital

Other

In Far Eastern region, most people regularly tune into Open Gate (150). Capital FM (123), much as it is not based in the Far East, it has a very strong following. Rock Mambo comes a distant third with a count of 77 out of about 240 listeners. The “other” category has a strong presence because the many other stations whose signals are received in the area as Chart 35 above shows. (c )

Station most often listened to

In the different regions, listeners (respondents) were asked to indicate which radio station they listen to most. Details are shown in Table 18 below. In the Far East region, listeners were more loyal to Capital FM (29%). Capital is followed by Open Gate with a score of 18%. The category “other” indicates very strongly in the chart(39%). This is was characterized by a number of stations which included NBS, Impact, Simba, Kiira , Busoga People’s Radio, Voice of Africa and KFM which divided the 39%.

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Table 18: Station listened to most often (Far East) Listen to most often? Frequency Percent Valid

Missing Total

Other Capital Open Gate Rock Mambo Voice of Teso Total System

72 54 33 21 5 185 57 242

29.8 22.3 13.6 8.7 2.1 76.4 23.6 100.0

Valid Percent 38.9 29.2 17.8 11.4 2.7 100.0

(d) Small business programme listenership on local FM stations

For those who said that they had ever heard of radio programmes that focus on small business issues were asked if they could remember the names of the programmes, prompted or not. Chart 36 below shows the outcome. Overall, the number of people who know about small business programmes is low as indicated in the chart. Just over 40 people out of about 240 people knew of one. As shown in the chart, of the 40 or so people who know or remember a business programme, only 24 remember Obusubuzi obutonotono on Open Gate, while 10 remembered Ulimwengu wa Biashara on Rock Mambo.

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Chart 36:

Can you remember the name of small business programme? (Far East)

Rem em ber any sm all business program m e? 30

24

Count

25 20

Yes

15

10

10 5

No

7 3

1

0

(e)

Small business programme most listened to

Of the few respondents who listen to small business programmes, Table 19 below shows that Obusubuzi obutonotono on Open Gate was more listened to than others. Table 19: Small business programme most listened to (Far East) Which small business radio program do you listen to most?

Valid

Missing Total

Obusubuzi obutonotono on Open Gate Ulimwengu wa Biashara on Rock Mambo Eswamai kanuka on VoTeso Can' t distinguish Total System

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Frequency 7 2 2 1 12 230 242

Percent 2.9 0.8 0.8 0.4 5.0 95.0 100.0

Valid Percent 58.3 16.7 16.7 8.3 100.0

50

6.4

Northern region

This covered the areas of Lira, Gulu, Apac and Kitgum. (a)

Language

Majority of the respondents were Luo speakers (97%).(See Chart 37) Chart 37: Is Luo your first language? Is Luo your first language?n=265 Non-native Luo speaker 3%

Native Luo speaker 97%

(b)

Which local language radio stations do you listen to? Chart 38: General listenership on individual stations (Northern)

Which local language stations do you listen to? 160 140

138

135

Count

120

104

100

73

80

Yes

72

No

60 40 20 0 Mega FM

Rhino FM

Choice

Radio Wa

Other

In the Northern region, most people regularly tune into Mega FM (135). Mega FM is followed by Radio Wa(104) out of just over 260 respondents ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

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while Rhino FM comes a distant third with a count of 73 and Choice FM with 72 out of over 260 listeners. The “other” category has a strong presence because the many other stations whose signals are received in the area as Chart 38 above shows. The “Other” category is characterized by radio stations such as Radio Freedom, Lira FM, Peace FM and Unity FM. KFM Capital FM are also listened to. (c )

Station most often listened to

In the different regions, listeners (respondents) were asked to indicate which radio station they listen to most. Details are shown in Table 20 below. In the Northern region, listeners were more loyal to Mega FM (36%). Mega FM is followed by Radio Wa with a score of 27%. Table 20: Station listened to most often (Northern)

Valid

Missing Total

Mega FM Radio Wa Rhino FM Choice FM Other Total System

Listen to most often? Frequency Percent 83 31.3 62 23.4 24 9.1 17 6.4 45 17.0 231 87.2 34 12.8 265 100.0

Valid Percent 35.9 26.8 10.4 7.4 19.5 100.0

(d) Small business programme listenership on local FM stations

Only Biacara on Mega FM is nearly the only known or remembered small business programme. It is only 27 out of over 260 respondents could remember Biacara. No outstanding programme was named. And of the 27, 8 were casual listeners, 7 were interested listeners and 5 were dedicated listeners.

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7.0 Concluding statements and Recommendations

Based on the analysis of the results of this survey, the following concluding statements and recommendations are made: 7.1

Concluding statements

i)

Majority of the respondents had listened to the radio for more than half an hour in the previous week.

ii)

A lot of radio airtime is given to areas that are not directly crucial to people’s lives such as humor, music and general politics. Little airtime is given such issues like income generation and business; health; and agriculture.

iii)

Majority of respondents (listeners) have never heard of a program that focuses on small business matters.

iv)

For those who managed to listen to small business programmes found their greatest benefits in: getting information on markets (and prices) and business opportunities; information on how to start or running a business; and providing of business tips and advice.

v)

A number of valid reasons were found to be responsible for non-benefit of small business programmes: diversion of issues during the programme; irrelevant content; lack of capital on part of listeners; inadequate information and low programme awareness among other reasons.

vi)

Listeners would generally prefer to have small business programmes to be more aired between Saturday and Monday from around 2 p.m.

vii)

One (1) hour is most appropriate length of small programme on radio. The programme should be: interactive(allowing feedback); of much relevance without lacking appropriate information ; and handled professionally by trained presenters (even hosting experienced people).

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viii)

Majority of the respondents (households) , 97%,owned at least one (1) working radio.

ix)

Male heads of households have more control of deciding what programmes to listen to in their households.

x)

Majority of the respondents have never communicated (phoning or writing a letter) into a radio programme, the same applies to a small business programme.

xi)

For small majority of the respondents, agro business confined to growing and selling; and retail trade are the main sources of income.

xii)

Majority of households owned at least a bicycle which is the main mode of transport and also a source of income.

xiii)

Majority of the respondents owned anywhere between one (1) to five (5) acres of land. Land is a very important source of livelihood.

xiv)

Majority of small business programme listeners were either casual or interested listeners, few were dedicated listeners.

xv)

Small business radio listenership was more intense in the North Western regions of West Nile and Bunyoro than it was in the Far East, Busoga and Northern regions.

7.2

Recommendations

i)

Programme branding and promotional efforts embarked on to increase general awareness of small business programmes. One way is to have regular pre-promos on radios.

ii)

As far as general programming is concerned, relevant programming content should be pursued . This can only be achieved through regular audience research by radio stations.

iii)

Benefits of listening to business programmes should be clearly communicated especially to those who are struggling with survival of their small business establishments or to those who intend to start their own businesses. This would drive interest.

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iv)

Radio stations should encourage listener feedback in an appropriate way through allowing for more phone calls which can be better handled. Radio stations should get closer to the community by having regular visits to get and probably record their views which can be played back on air.

v)

Appropriate ways should be designed so that male heads of households do not dominantly control what the rest should listen to.

vi)

As far as small business programme listeners are concerned , efforts should towards converting casual or interested listeners into dedicated listeners.

vii)

Radio stations management should endeavor to have reliable back up systems so that they can keep on air even when there are serious technical problems as a way of keeping their listeners.

viii)

Radio stations should encourage balanced programming to have more essential issues like income generation/business; health ; agriculture and education. There is need to reduce on the non-essentials like music; politics and humor.

ix)

Radio station management should try to employ well trained and well informed presenters who will better handle issues at hand.

x)

Improve on signal clarity and coverage.

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APPENDICES Appendix 1: Details of survey locations/routes in the different regions

Indicated are either routes or individual locations or counties 1. North West (West Nile and Bunyoro) ARUA

Arua Municipality

NEBBI

Nebbi Municipality

MASINDI

HOIMA

Masindi Municipality

Hoima Municipality

Arua – Aii Vu

Nebbi - Pakwach

Masindi – Hoima Road

Hoima – Bulindi

Arua - Emba

Okollo

Masindi – Kampala Road

Hoima – Buseruka

Arua – Biliefe

Paidha

Masindi – Kiryandongo Road

Butiaba

Okokoro

Anyong

Kiryankambi

Buliisa

Terego

Mvugu

Kisindizi

Kigorobya

Maracha

Jupanyondo

Pakanyi

Kitoba

Vurra

Parombo

Kyamukudumi

Bulindi

Logiri

Bwijanga

Kikongo

Ocidri

Mparo – Bugahya

Kabale

Oyokole

Kijura

Kiziranfumbi

Abinyu

Kabutukuru

Kiganda

Obolokutufu

Ijwamba Nyakalongo

Buhamba

Oluo Hill

Kimengo-Kididima

Wagaisa

Olodriku

Kisanja

Nyapea Bujwahya Nyakoronjo Kikonta Mpalangasi Kinubi Kibugubya Buhanika Kakindu Katuugu-Bugahya Kihamba

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2. Busoga Region JINJA Jinja Municipality

KAMULI

IGANGA

MAYUGE

Kamuli Municipality

Iganga Municipality

Mayuge Town Council

Bujagali

Kamuli – Balawoli-Nawantale

Iganga- Nakivumbi

Mayuge – Magunga

Wabulenga – Budondo

Kamuli – Buluya

Iganga – Naigobia-Kaliro

Mayuge – Ikulwe-Kaluba

Buwenge-Kaire-Kagoma

Kamuli – Namwendwa

Busembatia - Ivukula

Mayuge – Kitovu

Kakira- Kalango-Kiko

Kidera

Namutumba

Buwaya

Namasinga- Bugaya

Bugaya

Busesa

Kasutayime

Masese

Nkondo – Kidera

Wakatanga

Mpugwe

Walukuba

Kasambira – Bugulumbya

Namakunyu – Kabira

Mbaale

Kyomya-Namalere

Nawanyago- Busiti

Bukoyo – Busalami

Katwe

Kivubuka

Namulikya

Namulanda

Buyala

Buwolero

Bulubandi

Namulesa

Bukokoba

Semwezi

Wairaka

Kasolwe

Ibunkalu

Mutayi

Bugaya

Kasuleta-Bubago

Kiwagama -Kagoma

Nakulyanku

Kaiti

Nakasengete

Nawansesa

Nabikabala

Lubani

Nsinze Kibale Nabidongha Gwembuzi

3. Far East MBALE

PALLISA

TORORO

Mbale Municipality

Pallisa Town Council

Tororo Municipality

Mbale – Nakaloke

Pallisa – Agule

Tororo – Molo – Mukuju

Mbale –Busiu- Bududa

Pallisa – Gogonyo

Tororo – Buteba

Nabumali

Pallisa – Kamuge

Tororo- Kisoko-Nagongera

Budadiri

Kadama

Magodesi

Namunsi

Tirinyi

Katandi

Bugusege

Kapaala

Nyakasiza

Nkokonjeru

Kibale

Mukera

Nawungo

Kachengerwa – Kasodo

Matimbi

Kooji – Busoba

Akodot

Nambogo

Khatwelatwela

Angolol

Podut

Mulunyi

Butembeyi

Mahanga

Kachonga

Apopong

Nabumali

BUSIA Busitema

Bumululu Lwanjusi

Nagamoya Nakirunyu Bukambowe Wagagai Bunagowoya Nabamasa

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Buyonde Nakwira Bumirisa Kabwangasi Nakawondwe Namatala Buwasu

4. Northern LIRA

GULU

Lira Municipality

Gulu Municipality

Dokolo

Layibi

Aler IDP Camp

Kampala Road

Kamuca

Pece Pawel

Opimo

Kasubi

Odeye

Kabedo Opong

Agwata

Koro Abili IDP Camp

Alokiri

Kanyagoga

Adokogik

Badege

Abenyo

Celerano

KITGUM Kitgum Town Council

APAC Kamdin Buga

Awat - Iguli

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Appendix 2: Photographs from the field 1

One of the field assistants, Fred, left, interviewing a radio listener in rural Busoga (Photo by Ian Nkata) 2

One of the field assistants, Fred, left, interviewing a woman radio listener. Looking on are curious family members in rural Busoga. (Photo by Ian Nkata)

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3

A group of radio listeners in rural Busoga. It is common to find groups of people in rural areas listening to radio under a tree. (Photo by Ian Nkata) 4.

Some of the research assistants who worked in Busoga. In the background is the Land Rover that was used in the survey. (Photo by Ian Nkata)

Appendix 3: Selected comments from radio listeners/respondents

The comments are divided into 2 categories. The first category is related to comments regarding small business radio programming and the second one concerns general radio programming.

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Category 1: Selected comments regarding small business radio programmes •

“Radio programs are good because they sensitize people on small businesses” –( Male, 25-35)

•

“..should add more time for business issues!” – (Male, 15-25)

•

“They mix business and politics….more opportunities should be given to those in villages to start businesses” – (Male, 15-25)

•

“They should continue with programs on business, but add time and take more calls from callers/listeners.” (Female, 15-25)

•

“Small business programs are very educative, though too much music does not favor the older people...” (Male, over 45)

•

“Bring more business programs so as to create aware amongst listener.” (Male, 25-35)

•

“Business programs should cover successful business people.”(Female, 25-35)

•

“They should be sensitizing people on poverty alleviation….” (Male, 25-35)

•

“Small business programmes should continue encouraging people by advising them to work hard…” (Female, 25-35)

•

“Radio stations should have more programs on income generating schemes incorporated in their day to day programs” (Male, 25-35)

•

“Business programmes have provided relevant information for local people…..” (Female, 15-25)

•

“Radio stations should put more programmes that provide business tips and advice.” (Female, 15-25)

•

“….should put more programmes that focus on market information, advice on how to run a business...”

•

(Male, 25-35)

“They should include and improve on the small business programmes so that local people learn more.” (Male, 15-25)

•

“The FM local stations should find better programmes such as focusing on things like education, small income generating businesses.” (Male, 25-35)

Category 2: Selected comments regarding general radio programming •

“Local FM radios give too much time for music which the local community doesn’t like.” (Male, 3545)

•

“Too many ads on beers and alcohol which may encourage youths to get drunk…and become unproductive.” (Male, 35-45)

•

“Radio stations should always endeavor to keep on air so that people do not loose interest in them…” (Male, 25-35)

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•

“What is aired is not normally relevant… there’s need to focus on relevant issues.” (Female, 3545)

•

“Radio stations should keep their phones on and easily accessible” (Male, 15-25)

•

“More time should allocated to educating people about community services, encourage more phone calling and give callers ample time,…should open more offices for easy delivery for information and we need a fairly detailed programme schedule”(Male, 25-35)

•

“More time should be allocated to educative programmes” (Female, 25-35)

•

“Cancel all other programmes and concentrate on developmental issues...” (Male, 15 -25)

•

“Assign particular people to handle a programme…with appropriate technical skills and knowledgeable in that field…”(Male, 25-35)

•

“Programme handling is poor” ”(Male, 25-35)

•

“Humor and music take up all the time they should be using to teach us things that are important. Politics too is given a lot of time.” (Male, over 45)

•

“ I would recommend local fm radio station to have educated and informed presenters”(Male, 2535)

•

“…educative (educational), agricultural and business programmes should be run at time that is convenient for everybody i.e. weekends” (Male, 35-45)

•

“…sometimes newsreaders misinterpret the words that totally change meaning thus distorting the information.” (Male, 25-35)

•

“More airtime should be given to issues regarding health” (Male, 25-35)

•

“News should be well researched before presentation” (Male, 25-35)

•

“Coverage should be increased for clearer signals…so as to get information more clearly” (Male, 25-35)

•

“I write letters to radio stations bur are never read, they seem to consider only people in urban areas who have access to more phones...Radio stations should find ways of advertising my business without being costly… it is my source of livelihood” (Female, 15-24)

•

“People should be given enough time to give their views about various programmes” (Male, 3545)

•

“They should give more time to teach farmers on agriculturally related matters” (Male, 15-24)

•

“ The station staff should be moving to rural areas and record voices of people and should facilitate agents with communication tools” (Male, over 45)

•

“They should be able to provide us with better programming through improved news views and issues that are well research and not over repeated” (Male, 35-45)

•

“The FM stations are good in that they get to communicate in different languages i.e. Luo, Luganda and English.” (Male, 25-35)

•

“..should get more qualified and well trained presenters, not those who learn on the job e.g. Mega FM” (Female, 15-24)

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•

“Listeners should be given an opportunity to comment on views about some programmes.” (Male, 25-35)

•

“Education programmes on girl child should be promoted to enhance development.” (Male, 25-35)

•

“Let radio stations continue providing programmes that more developmental and educative to us e.g. advise and educate on the basics of life” (Female, 15-24)

•

“The programmes run are mostly in Luo languages like Acholi and yet not everyone in Gulu speaks that...but it is a combination of different kinds and tribes of people, so various languages should be used.” (Male 15-25)

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Appendix 4: MSE radio programme listener survey questionnaire (Sample)

MSE radio programme listener survey – North West March – April 2005

Questionnaire reference:

Location:

Interviewer name:

Verified in field (initials):

Time of interview: Length of interview (minutes) Good morning/afternoon/evening, my name is... (Mention name). I am undertaking a survey of FM radio listeners in Bunyoro/West Nile. The survey is being undertaken by a development project that is working with local FM radio stations and will be used to assist radio stations to make their radio programmes more relevant to listeners. Could you give me a few minutes of your time so I could ask you some questions? If unsure of age: Are you over 15 years of age? If no, terminate interview If yes, ask the respondent to sit down somewhere quiet If no, try to arrange a time to return that is more convenient.

1. Background Info and screening A1.

Is Runyoro/Lugbara/Alur your first language? If no: Do you speak Runyoro/Lugbara/Alur fluently?

1.Non Runyoro/Lugbara/Alur Speaker B1.

Gender

terminate interview and note finding

1. Male

2. Native Runyoro/Lugbara/Alur Speaker

3. Non-native Runyoro/Lugbara/Alur speaker

2. Female

C1. Where do you live? (If a person lives in more than one area then choose the place that they spend the most time) Name and location town, village or location

D1. 1. Within the municipality

2. Outside the municipality

E1. Have you listened to radio for more than half an hour in the past week? 1.Yes

Go to g1

2.No

F1) If not why not: 1.I do not have access to a radio 2.I do not like radio 3.Other (please detail) ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

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Go to personal data section 7, page 13

g1. Please tell me which of the Runyoro/Lugbara/Alur language radio stations you listen to (do not prompt) Can you tell me which one you listen to most?

g1a. Bunyoro Broadcasting Corp. (1) g1b. Kitara FM (Masindi) (2) G1c. Arua One (3) G1d. Paidha FM (4) G1e. Radio Apac(5) G1f. Other (specify) (6)

Listen to 1.Yes 2.No

G1.Listen to most often (tick one)

If respondent never listens to go to section 6, bottom of page 7

2. AWARENESS AND LISTENERSHIP a2. Which are your 4 favourite programmes on radio? (list top 4 in order that they are stated) 1.Name of Programme

2.Radio station on which it is run

1

3.Type of programme (see list in question b2 below)

2 3 4 B2. Are the local FM radio stations providing enough airtime for the following issues? B2a.Health issues B2b.Agriculture B2c.Income generation and business B2d.Religion B2e.National Politics B2f.Local Politics B2e.Humour B2f.Music

Not enough 1

Adequate 2

Too much 3

Don’t know/ not interested. 4

C2. Have you ever heard of a radio programme that focuses on small business issues? If no, prompt by giving the names of the programmes and ticking below in d2

1.Yes

Go to d2 below

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Go to section 6, Page 7

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D2. If yes, can you remember what the programme is called? Name of the programme 1

Ebyentuguuka on Bunyoro Broadcasting Corp

2

Ekyotamusana on Kitara FM

3

Ocemaceni on Arua One

4

Makwo o Kude on Paidha FM

Unprompted (tick)

Prompted (tick)

If the respondent states the wrong programmes, note the names of the programme below and then prompt by giving the names of the small business programmes.

Programmes mistaken for business programmes:

E2. How often have you listened to these small business radio programmes over the last 3 months (13 weeks?) Never

1

Ebyentuguuka on Bunyoro Broadcasting Corp

2

Ekyotamusana on Kitara FM

3

Ocemaceni on Arua One

4

Makwo o Kude on Paidha FM

5

Other (specify)

Less than 4 times

If the respondent has listened to all of the small business radio programmes

More than 4 times

Cannot remember

go to section 4, below

3. Non listeners a3. Why do you not listen to these radio programmes? (only ask for the programmes that the respondent has not listened to radio less than 4 times in the last month) Tick in appropriate response box

I never/seldom to it (1) A3a. Ebyetunguuka on Bunyoro Broadcasting Corp A3b. Ekyotamusana on Kitara FM A3c. Ocema ceni on Arua One

I have never heard of this program (2)

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

It is on at the wrong time/I do not have the time (3)

The content is not relevant to me (4)

I do not like the program style (5)

Other (specify)

66

A3d. Makwo o Kude on Paidha FM A3e. Other (specify)

If the respondent has not listened more than 4 times to any of the three radio programmes

go to section 6, page 7

4. Listeners For those who have listened more than 4 times to more than one of the programmes:

A4. Which of the programmes do you listen to most? 1

Ebyentuguuka on Bunyoro Broadcasting Corp

2

Ekyotamusana on Kitara FM

3

Ocemaceni on Arua One

4

Makwo o Kude on Paidha FM

5

Can’t distinguish (continue anyway)

I would now like to focus on (name the small business programme they listen to most). B4. What is the most accurate description of you as a listener to this programme: 1.Casual Listener: I only listen to this programme when I happen to be tuning into Bunyoro Broadcasting Corp, Kitara FM, Arua One , and Paidha FM at that time. 2.Interested listener: I tune to this programme whenever possible 3. Dedicated listener: I schedule my time to try and avoid missing this programme

C4. What is your involvement in small business/ informal sector activities/ farming or fishing: 1.I am the owner or manager of a small business/farm/fishing business (Owner/Manager of small business) 2. I am employed within a small business/farm/fishing business (Employee in small business) 3. I am interested in establishing a small business/farm/fishing business (Interested in starting small business) 4. I work in a larger company /organisation/government body that is interested in small business/farming/fishing (Employee in large organisation/company/Government body) 5. No involvement 6. Other (specify):

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Section 4 a4a. In your view, how beneficial is this radio programme to small businesspeople in general in Uganda? 1. Highly beneficial

Go to a4b below

2. Quite beneficial

3. Not very beneficial

Go to a4b below

4. Not beneficial at all

Go to a4b below Go to c4_4 page 5

A4b.How do you think this programme benefits small businesspeople in Uganda (note1 for 1st and 2 for 2nd

choices if necessary)

A4b_1. Provides a ‘voice’ for small businesspeople to influence government, tax officials etc. A4b_2. Provides information on legal, tax and other policy issues A4b_3. Provides information on Current business news and events A4b_4.Provides information on Markets and business opportunities A4b_5.Provides information on How to run a small business A4b_6.Provides business tips and advice A4b_7.Other (specify) A4_3 Can you give me two examples of how the programme has benefited small businesspeople in Uganda? A43_1.Topic 1: A43_2.Why did this particular example stick in your mind?

A43_3.Did How did you act/ how do you intend to act as a result of this information What changed as a result of this? (ask as appropriate)

A43_4. Topic 2: A43_5. Why did this particular example stick in your mind?

A43_6. How did you act/ how do you intend to act as a result of this information What changed as a result of this? (ask as appropriate)

C4_4. Why do you think that the programme does not benefit small businesspeople in Uganda?

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Go to section 5, page 6

c4_5. Why do you listen to this programme? (Ask unprompted – tick 3 if necessary ) 1.The issues discussed for a small business are similar to the issues within my organisation 2.To gain a better understanding of laws and policies from the perspective of small businesses 3.To understand small businesses as a potential competitor 4.To gain information on trading opportunities with the small business sector. 5.To pick up business information and tips that I can pass onto others 6.To assist me to set up a business myself 7. Other (specify) C4_6. How beneficial has this programme been to you or your business 1.Highly beneficial

Go to c4_7 below

2. Quite beneficial

Go to c4_7 below

Go to c4_8 below 4. Not beneficial at all C4_7. Can you give 2 specific examples of how it has benefited you or your business (probe to be as specific

3.Not very beneficial

Go to c4_7 below

as possible in terms of what it was the radio station provided and what actions were taken as a result):

1 2 Go to section 5, below

c4_8. Why has the programme not benefited you or your business?

Go to section 5, below

5. Satisfaction levels with the programme Can you tell me what you think of the following aspects of (name the specific programme they listen to most) A5. Is the time the programme is broadcast convenient for you? 1.On at the wrong time

2.On at the right time

3.No opinion

If it is on at the wrong time can you suggest better times? (Probe for two options including day and time) A5a1. Option 1:Day

[

]

A5b1.Time for day 1:

[

]

A5a2. Option 2:Day

[

]

A5b2.Time for day 2:

[

]

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69

B5. Is the length of the programme too long or too short? 1.Too short

2.Just right

3.Too long

For those who feel that it is not correct.

B5b.How long do you think the programme should be?

C5. The programmes try to cover a variety of issues effecting small businesses in Uganda. Do you think that the programmes cover these issues in enough detail? 1.Too detailed

2.Just right

3.Not detailed enough

D5. What do you think of the way the programme is presented? 1.Very Good

2.Good

3.Average

4.Poor

For those who think the presentation is average or poor

What would you change about the programme presentation?

E5. Do you think that the programme provides enough listener feedback in terms of phone-ins, interviews and letters from listeners? 1.Too much

2.Just right

3.Not enough

For those who think not enough

F5.What type of listener feedback would you increase? (tick as many as appropriate) 1. Yes

2.No

F5a. More live phone-ins to the programme F5b. More interviews with listeners at their place of work or home F5c.More time for letters from listeners F5d.Other (specify)

6. Listener behaviour A6. Does your household have a working radio? A6b.

1.Yes

2.No

If yes, how many?

B6. Who in your household has the most control over which programmes you listen to? 1.Male head of the household 2.Female head of the household

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3.Youth in the household 4.Elders in the household 5.Decided by consensus 6.No-one in particular / we have many radio sets C6.

Does this situation stop you listening to radio programmes that you like?

1.Yes

2.No

D6.

Have you ever written or telephoned into a programme on radio?

1.Yes

2.No

E6.

Have you ever written or telephoned into any of the small business programmes?

1.Yes

2.No

7. PERSONAL DATA 7.1 Can you please tell me what your major area of business is? (if a person is involved in more than one area choose the area that provides the most income)

1.Not in business 2.Trading- Wholesaling 3.Trading- Retailing 4.Agro-business- Growing and selling 5.Agro-business- Buying and selling 6.Agro-business- Processing 7.Livestock and fish- Catching/rearing and selling 8.Livestock and fish- processing 9.Service- Education 10.Service- Transport 11.Service- Accommodation 12.Service- Repairing 13.Service- Catering/ restaurant 14.Service- Others (specify) 15.Manufacturing- Wood 16.Manufacturing- Metal 17.Manufacturing- Textile 18.Manufacturing- Handicraft 19.Manufacturing-Food and drinks 20. Others (specify) Do you mind if I now ask you a few final questions about you? ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

71

B7. Are you between the following ages? (Interviewer should estimate age range if possible) 1)15 to 25 2)25 to 35 3)35 to 45 4)Over 45 C7. Do you own a car, motorcycle or bicycle? 1.Car

Make, model and year:

2.Motorcycle

Power:

3.Bicycle

Unless very old model go to name and contact address at end (Status A or B)

go to 7.4

go to 7.4

Go to A) for rural respondents and B) for urban respondents

7.4 (A) RURAL A7_4 What type of house do you live in? 1.Mud built with thatched roof 2.Mud built with Mabati (non thatched) roof 3.Brick built with non thatch roof (mabati or tile) A7_5 How much land does your immediate household own? 1.No land (except for house) 2.Less than two acres 3.Between 2 and 5 acres 4.More than 5 acres 5.Do not know A7_6 How much livestock (cows, goats, sheep etc) do you own? 1.None 2.Less than 10

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3.Between 10 and 50 4.More than 50 B) URBAN B7_4. Does your household have an average monthly income of less than USh 50,000/=? Yes

go to end

No

go to 7a.5

Do not know

B7_5. What type of house do you live in? 1.Self built mud (or similar) house on another persons land. 2.Rented: mud built with mabati roof 3.Rented: brick built with mabati or tile roofing 4.Own house: brick built with mbati or tile roofing 5.Other (specify) B7_5a.Number of rooms : B7_6. What type of latrine/toilet does your house have? 1.Communal pit latrine 2.Private pit latrine 3.Private flush toilet

Thank you very much for your time. Is there anything else that you would like to tell me about local FM radio in Uganda or the small business radio programme? (note any comments on the back of the questionnaire) Could I also ask you to write your name and contact details for me? Name : ………………………………………………………………………………………………………………………… Contact address:(Zone/LC1/Village/Road)………………………………………………………………………………… ………… ………………………………………………………………………………………………………………………… ………… Contact telephone (if any): ……………………………………………………………………

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Appendix 5: Sample of a Field Assistant’s introduction letter

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

74

Appendix 6: Copy of signed/approved police letter

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

75

Appendix 7: Field assistants teams gender audit

Each team of field assistants 6 people and below is the gender breakdown

MALES

FEMALES

West Nile Group

3

3

Bunyoro Group

5

1

Busoga Group

6

0

Far East Group

6

0

Northern Group

4

2

Much as the intention was to have fairly gender balanced teams, the female presence was limited due to the following reasons: I. At recruitment level the turn up of interested females was low therefore rendering us to depend on males more. II. The number of females who speak the local languages of the areas we visited was also limited. Some females who turned up do not speak the local languages of the survey areas therefore were not relevant for the assignment. Appendix 8: List of field assistant teams Team 1

Team 2

Team 3

Team 4

Team 5

West Nile

Bunyoro

Busoga

Far East

Northern

1. Aciru Monica

1. Asiimwe Joshua

1. Gayiya Robert

1. Ochai Emmanuel

1. Arwai Emmanuel

2. Akullo Esther

2. Arinaitwe Carol

2. Kyanda Raymond

2. Ssenono William

2. Walter Pimego

3. Asiimwe Joshua

3. Kaganda Paschal

3. Bwaya Isaac

3. Nabende Denis

3. Asiimwe Joshua

4. Anguyo David

4. Mwanguhya Charles

4. Fred Lugwire

4.Obwapus Charles

4. Lanyero Betty

5. Okura Maureen

5. Musinguzi Boaz

5. Kamya Peter Paul

5. Kabera Muhammed

5. Monica Ilunga

6. Walter Pimego

6. Walter Pimego

6. Ssenono William

6. . Asiimwe Joshua

6. Ayiga Patrick Obita

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

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Appendix 9: Detailed data tables of survey results Favorite radio programmes (Ranked in order of preference) North Western 1 Favorite program 1 Frequency

Percent

253

100.0

100.0

102

40.3

40.3

Nyatabwongo/BBS

24

9.5

9.5

Akatuti kobugabe/Hoima

10

4.0

4.0

8

3.2

3.2

Total Valid

Ekyoto/BBS

Valid Percent

Makwo o kude/Paidha

6

2.4

2.4

News/Pacis

5

2.0

2.0

Straight talk/Arua 1

5

2.0

2.0

Ekyotamusana/Kitara

4

1.6

1.6

Abi camu kane/Paidha

3

1.2

1.2

Akatantarwa/Kitara

3

1.2

1.2

Eyo mbe ma tibi' bo/Voice of li

3

1.2

1.2

Family Planning/Pacis

3

1.2

1.2

Ocemaceni/Arua 1

3

1.2

1.2

Amagezi muro/Liberty

2

0.8

0.8

Celtel drive/Nile

2

0.8

0.8

Masindi vision/Kitara

2

0.8

0.8

Senga Wairima/Hoima

2

0.8

0.8

Sports news/BBS

2

0.8

0.8

Sports review/Pacis

2

0.8

0.8

Straight talk/Hoima

2

0.8

0.8

Webaleyo/Kitara

2

0.8

0.8

Workers vibe/Paidha

2

0.8

0.8

Abyobulimi/Kitara

1

0.4

0.4

Adult literacy/Pacis

1

0.4

0.4

Agriculture/Pacis

1

0.4

0.4

Amaso patualu/Arua 1

1

0.4

0.4

Bukaire/Liberty

1

0.4

0.4

Bukiile/Liberty

1

0.4

0.4

Childrens program/Pacis

1

0.4

0.4

Early sunrise/Paci

1

0.4

0.4

Ebyobulimi/Hoima

1

0.4

0.4

Ekyoto/Kitara

1

0.4

0.4

Evening Breeze/Nile

1

0.4

0.4

Good morning West Nile/Pacis

1

0.4

0.4

Gospel show/Paidha

1

0.4

0.4

Greetings/Nile

1

0.4

0.4

Greetings/Pacis

1

0.4

0.4

Hard talk/Paidha

1

0.4

0.4

Health talk/Paidha

1

0.4

0.4

Humura kamwanyi/Liberty

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

77

Ihanga Rukanga/Kitara

1

0.4

0.4

Kabimbi/Kitara

1

0.4

0.4

Late night melody/Nile

1

0.4

0.4

Late night/Pacis

1

0.4

0.4

Late Night/Paidha

1

0.4

0.4

Market Report/BBS

1

0.4

0.4

Morning bird/Hoima

1

0.4

0.4

Morning crew/Capital

1

0.4

0.4

Morning Crew/Pacis

1

0.4

0.4

Morning show/Nile

1

0.4

0.4

Music /Pacis

1

0.4

0.4

NAADS/Hoima

1

0.4

0.4

NAADS/Liberty

1

0.4

0.4

NAADS/Voice if Life

1

0.4

0.4

News hour/Paidha

1

0.4

0.4

News update/Voice of life

1

0.4

0.4

News/Mega

1

0.4

0.4

News/Paidha

1

0.4

0.4

News/Voiceof life

1

0.4

0.4

Nile Variety Show/Nile

1

0.4

0.4

Obugabe bwa bantu/Liberty

1

0.4

0.4

Okutebeza/Kitara

1

0.4

0.4

Okwombeka amaka/BBS

1

0.4

0.4

Operation Thunderbolt/Arua 1

1

0.4

0.4

Prayers/Pacis

1

0.4

0.4

Preaching/Voice of life

1

0.4

0.4

Saturday dance fever/Paidha

1

0.4

0.4

Soul to soul link/Paidha

1

0.4

0.4

Sports/Nile

1

0.4

0.4

Straight talk/Liberty

1

0.4

0.4

Straight talk/Paidha

1

0.4

0.4

Straight Talk/Paidha

1

0.4

0.4

Sunrise 2000/Paidha

1

0.4

0.4

Sunrise/Kitara

1

0.4

0.4

Tweyunge/Kitara

1

0.4

0.4

Womens programme/Voice of life

1

0.4

0.4

Workers Survival/Nile

1

0.4

0.4

Workers Veil/Arua 1

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

78

2 Favorite program 2 Total Valid Ekyoto/BBS Nyatabwongo/BBS

Frequency

Percent

Valid Percent

253

100.0

100.0

179

70.8

70.8

12

4.7

4.7

7

2.8

2.8

Obugabe bwa bantu/Liberty

4

1.6

1.6

Kamboleke/Hoima

3

1.2

1.2

Masindi vision/Kitara

3

1.2

1.2

Straight talk/Paidha

3

1.2

1.2

Music/Pacis

2

0.8

0.8

Straight talk/Hoima

2

0.8

0.8

Agafa e Kiboga

1

0.4

0.4

AIDS program/Voice of life

1

0.4

0.4

Amagezi muro/Liberty

1

0.4

0.4

Bishop' s round table/Pacis

1

0.4

0.4

Bukaire/Liberty

1

0.4

0.4

Capital Gang/Capital

1

0.4

0.4

Childrens program/Pacis

1

0.4

0.4

Cool night/Kitara

1

0.4

0.4

Ebyomezi/Liberty

1

0.4

0.4

Eyo mbe ma tibi' bo/Voice of li

1

0.4

0.4

Family planning/Paidha

1

0.4

0.4

Greetings/Pacis

1

0.4

0.4

Iyocheza draria/Pacis

1

0.4

0.4

Market Report/Kitara

1

0.4

0.4

Morning bird/Hoima

1

0.4

0.4

Morning Breeze/Nile

1

0.4

0.4

Morning Crew/Nile

1

0.4

0.4

Morning/Nile

1

0.4

0.4

Music hour/Voice of life

1

0.4

0.4

Music/Voice of life

1

0.4

0.4

Muttamizo/BBS

1

0.4

0.4

News/Bunyoro

1

0.4

0.4

Ocemaceni/Arua 1

1

0.4

0.4

Prayers/Voice of life

1

0.4

0.4

Preaching/Voice of Life

1

0.4

0.4

Press preview/Pacis

1

0.4

0.4

Press Review/BBS

1

0.4

0.4

Rhythm of the night/Pacis

1

0.4

0.4

Saturday Happy Hour/Pacis

1

0.4

0.4

Senga Wairima/Hoima

1

0.4

0.4

Soul to soul link/Paidha

1

0.4

0.4

Soul to Soul/Paidha

1

0.4

0.4

Sports review/Pacis

1

0.4

0.4

Sunrise 2000/Paidha

1

0.4

0.4

Ti ci ta

1

0.4

0.4

Webaleyo drive show/BBS

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

79

3

Workers vibe/Paidha

1

0.4

0.4

Workers/Paidha

1

0.4

0.4

Favorite program 3

Total Valid

Valid Percent

Frequency

Percent

253

100.0

100.0

228

90.1

90.1

Akatantarwa/Kitara

2

0.8

0.8

Amagezi muro/Liberty

2

0.8

0.8

Workers vibe/Paidha

2

0.8

0.8

AIDS program/Arua 1

1

0.4

0.4

Akaituru kaboona/Kitara

1

0.4

0.4

Business report/Hoima

1

0.4

0.4

Ekyoto/BBS

1

0.4

0.4

Kabiriti/Kitara

1

0.4

0.4

Kamboleke/Hoima

1

0.4

0.4

Kanyamunya ndorera obwire/BBS

1

0.4

0.4

Kateiraha/Radio Uganda

1

0.4

0.4

Kwatahaitaka/BBS

1

0.4

0.4

Late night melody/Nile

1

0.4

0.4

Late Night/Nile

1

0.4

0.4

Lunch request hour/Pacis

1

0.4

0.4

Lunchtime special/Paidha

1

0.4

0.4

Market Report/Kitara

1

0.4

0.4

Music/Voice of life

1

0.4

0.4

NAADS/Voice if Life

1

0.4

0.4

News/Voice of life

1

0.4

0.4

Nile Variety Show/Nile

1

0.4

0.4

Press review/Kitara

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

80

Busoga 4 Favorite program 1 Frequency Total

Percent

Valid Percent

261

100.0

100.0

70

26.8

26.8

Abataka batebenkele/NBS

20

7.7

7.7

Akaliba akendo/Kiira

16

6.1

6.1

Omukobewaku/BPR

14

5.4

5.4

Senga/BPR

14

5.4

5.4

Senga/Busoga FM

14

5.4

5.4

Simba wo akati/Simba

12

4.6

4.6

Valid

Bukyeire/NBS

8

3.1

3.1

Kiira break/Kiira

7

2.7

2.7

Okozeewo kki/NBS

7

2.7

2.7

Olutindo/Simba

7

2.7

2.7

Sunset line/Kiira

7

2.7

2.7

Kooti lutiko/Simba

6

2.3

2.3

Mukulikeyo/Simba

5

1.9

1.9

Olukalala lwe' byafaayo/Simba

5

1.9

1.9

Wekalangule/NBS

5

1.9

1.9

Binsangawano/Simba

4

1.5

1.5

Kazimingi/NBS

4

1.5

1.5

Abataka/Kiira

3

1.1

1.1

Awali omuka/Simba

2

0.8

0.8

Basoga mwide tuwaye/Busoga FM

2

0.8

0.8

Evening explosion/Kiira

2

0.8

0.8

Fame behind artist/Kiira

2

0.8

0.8

Kalisoliso/CBS

2

0.8

0.8

Kiriza oba gaana/CBS

2

0.8

0.8

Morning van/Empanga

2

0.8

0.8

Mwisukeyo/BPR

2

0.8

0.8

News/Kiira

2

0.8

0.8

Omukobe waku/Empanga

2

0.8

0.8

Senga/NBS

2

0.8

0.8

Akabweko/Empanga

1

0.4

0.4

Akamwenu/Empanga

1

0.4

0.4

Akwatulira/Kiira

1

0.4

0.4

Gasimbagane ne banamawulire/Si

1

0.4

0.4

Laga ky' okozeewo/Kiira

1

0.4

0.4

Muzeeya mudofu/NBS

1

0.4

0.4

Obwavu mpologoma/VoAfrica

1

0.4

0.4

Omukobewaaku/BPR

1

0.4

0.4

Senga/Kiira

1

0.4

0.4

Sports kikapu/NBS

1

0.4

0.4

Youth link/BPR

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

81

5 Favorite program 2 Frequency Total Valid

Percent

Valid Percent

261

100.0

100.0

139

53.3

53.3

Akaliba akendo/Kiira

12

4.6

4.6

Kooti lutiko/Simba

11

4.2

4.2

Olutindo/Simba

8

3.1

3.1

Senga/BPR

8

3.1

3.1

Sunset line/Kiira

8

3.1

3.1

Abataka batebenkele/NBS

7

2.7

2.7

Mwisukeyo/BPR

7

2.7

2.7

Kazimingi/NBS

6

2.3

2.3

Simba wo akati/Simba

5

1.9

1.9

Kiira break/Kiira

4

1.5

1.5

Mukulikeyo/Simba

4

1.5

1.5

Senga/Busoga FM

4

1.5

1.5

Top 10/NBS

4

1.5

1.5

Awali omuka/Simba

3

1.1

1.1

Evening explosion/Kiira

3

1.1

1.1

Okozeewo kki/NBS

3

1.1

1.1

Wekalangule/NBS

3

1.1

1.1

Omukobe waku/Empanga

2

0.8

0.8

Omukobewaku/BPR

2

0.8

0.8

Top 20/BPR

2

0.8

0.8

Abayita ababiri/Simba

1

0.4

0.4

Akwatulira/Kiira

1

0.4

0.4

Alive & Kicking/Kiira

1

0.4

0.4

Bugagga kuvuganya/CBS

1

0.4

0.4

Capital Gang/Capital

1

0.4

0.4

Crime watch/Busoga

1

0.4

0.4

Ebyafaayo/NBS

1

0.4

0.4

Kyama tuwaye/NBS

1

0.4

0.4

Luba lwa mbuzi/Kiira

1

0.4

0.4

Morning crew/Capital

1

0.4

0.4

Morning van/Empanga

1

0.4

0.4

Paliamenti yaffe/CBS

1

0.4

0.4

Senga/Busoga

1

0.4

0.4

Senga/NBS

1

0.4

0.4

Simba Taxi/Simba

1

0.4

0.4

Uganda 8-1/Kiira

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

82

6 Favorite program 3 Total Valid

Frequency

Percent

Valid Percent

261

100.0

100.0

206

78.9

78.9

Kooti lutiko/Simba

8

3.1

3.1

Kiira break/Kiira

5

1.9

1.9

Olutindo/Simba

4

1.5

1.5

Abataka batebenkele/NBS

3

1.1

1.1

Akaliba akendo/Kiira

3

1.1

1.1

Gasimbagane ne banamawulire/Si

3

1.1

1.1

Bukyeire/NBS

2

0.8

0.8

Kazimingi/NBS

2

0.8

0.8

Kiriza oba gaana/CBS

2

0.8

0.8

Mwisukeyo/BPR

2

0.8

0.8

Paliamenti yaffe/CBS

2

0.8

0.8

Senga/BPR

2

0.8

0.8

Simba wo akati/Simba

2

0.8

0.8

Agafa eyo/Busoga

1

0.4

0.4

Ebisomuluzo by' obuwanguzi/Impa

1

0.4

0.4

Mambo bado/CBS

1

0.4

0.4

Morning break/Kiira

1

0.4

0.4

Mukulikeyo/Simba

1

0.4

0.4

Muwumuza/NBS

1

0.4

0.4

Okozeewo kki/NBS

1

0.4

0.4

Senga/Busoga FM

1

0.4

0.4

Senga/Kiira

1

0.4

0.4

Senga/NBS

1

0.4

0.4

Simba taxi/Simba

1

0.4

0.4

Sunday explosion/Kiira

1

0.4

0.4

Sunday panel/Kiira

1

0.4

0.4

Sunset line/Kiira

1

0.4

0.4

Uganda 8-1/Kiira

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

83

FAR EAST 7 Favorite program 1

Total Valid

Valid Percent

Frequency

Percent

242

100.0

100.0 47.5

115

47.5

Capital Gang/Capital

23

9.5

9.5

Morning crew/Capital

16

6.6

6.6

Kooti Lutikko/Simba

12

5.0

5.0

Late date/Capital

10

4.1

4.1

6

2.5

2.5

Capital doctor/Capital Nketa mubizinga/Rock

6

2.5

2.5

Awali omuka/Simba

3

1.2

1.2

Eli muno bere/VoTeso

3

1.2

1.2

Morning glory/Impact

3

1.2

1.2

Mukulikeyo/Simba

3

1.2

1.2

Mwenda live/KFM

3

1.2

1.2

Olutindo/Simba

3

1.2

1.2

Abataka mutebenkere/NBS

2

0.8

0.8

Capital Doctor/Capital

2

0.8

0.8

Dance force/Capital

2

0.8

0.8

Eliiso lyomukulu/Open Gate

2

0.8

0.8

Embera ya maka/Rock

2

0.8

0.8

Newshour/Uganda

2

0.8

0.8

Obusubuzi obutonotono/Open Gate

2

0.8

0.8

Talking point/Uganda

2

0.8

0.8

Akaliba akendo/Kiira

1

0.4

0.4

Elgon lunch hour/Open Gate

1

0.4

0.4

Eli munoi bere/VoTeso

1

0.4

0.4

Embera ya maka/Mbale

1

0.4

0.4

Endowozayo/VoAfrica

1

0.4

0.4

Hotline/VoTeso

1

0.4

0.4

Human rights/Rock

1

0.4

0.4

K-Zone/KFM

1

0.4

0.4

Lunch hour victory/Rock

1

0.4

0.4

Mugezi mukobere/Open Gate

1

0.4

0.4

News/Capital

1

0.4

0.4

Quran & Science/Open Gate

1

0.4

0.4

RnB Frequency/Open Gate

1

0.4

0.4

Simba wo akati/Simba

1

0.4

0.4

Straigh talk/Rock

1

0.4

0.4

Straight talk/Capital

1

0.4

0.4

Straight talk/Open Gate

1

0.4

0.4

Straight talk/VoTeso

1

0.4

0.4

Ulimwengu wa Biashara/Rock

1

0.4

0.4

Victory hour/Rock

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

84

8 Favorite program 2 Total Valid

Frequency

Percent

Valid Percent

242

100.0

100.0 68.2

165

68.2

Late date/Capital

18

7.4

7.4

Morning crew/Capital

11

4.5

4.5

Kooti Lutikko/Simba

7

2.9

2.9

Capital Gang/Capital

5

2.1

2.1

Capital doctor/Capital

3

1.2

1.2

AIDS program/Open Gate

2

0.8

0.8

Awali omuka/Simba

2

0.8

0.8

Capital Doctor/Capital

2

0.8

0.8

Eli muno bere/VoTeso

2

0.8

0.8

Newshour/Rock

2

0.8

0.8

Straight talk/Open Gate

2

0.8

0.8

Straight talk/Rock

2

0.8

0.8

Ulimwengu wa Biashara/Rock

2

0.8

0.8

Binsangawano/Simba

1

0.4

0.4

Elgon lunch hour/Open Gate

1

0.4

0.4

Eli munoi bere/VoTeso

1

0.4

0.4

Eliiso lyomukulu/Open Gate

1

0.4

0.4

Icusorai ijoda/Continental

1

0.4

0.4

Kazimingi/NBS

1

0.4

0.4

Lunch hour/Impact

1

0.4

0.4

Mukulikeyo/Simba

1

0.4

0.4

Newshour/Uganda

1

0.4

0.4

Obusubuzi obutonotono/Open Gate

1

0.4

0.4

Senga/BPR

1

0.4

0.4

Senga/Kiira

1

0.4

0.4

Senga/Open Gate

1

0.4

0.4

Simba wo akati/Simba

1

0.4

0.4

Victory hour/Rock

1

0.4

0.4

Your choice/Capital

1

0.4

0.4

Zukuka/Impact

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

85

NORTHERN 9 Favorite program 1 Frequency Total

Percent

Valid Percent

265

100.0

100.0

65

24.5

24.5

Duo chen pacho/Mega

29

10.9

10.9

Karibu/Radio Wa

29

10.9

10.9

Duo chen pacho/Radio Wa

8

3.0

3.0

Perspective/Rhino

8

3.0

3.0

Straight talk/Mega

7

2.6

2.6

Top 20/Mega

7

2.6

2.6

Yab wangi/Unity

7

2.6

2.6

Bed kede kuc/Radio Wa

5

1.9

1.9

Butiwaru ityeni/Rhino

5

1.9

1.9

Valid

Mega breakfast/Mega

5

1.9

1.9

Mega music machine/Mega

5

1.9

1.9

Night whisper/Mega

5

1.9

1.9

Mega doctor/Mega

4

1.5

1.5

Mega relationships/Mega

4

1.5

1.5

Evening express/Mega

3

1.1

1.1

Lunch requests/Mega

3

1.1

1.1

Unity doctor/Unity

3

1.1

1.1

Wil lobo/Mega

3

1.1

1.1

Women' s hour/Radio Wa

3

1.1

1.1

African Soul trend/Unity

2

0.8

0.8

AIDS program/Freedom

2

0.8

0.8

AM to PM/Choice

2

0.8

0.8

Biacara/Mega

2

0.8

0.8

Cil pachu/Lira

2

0.8

0.8

Co kede Yesu/Lira

2

0.8

0.8

Gwo kwoni/Radio Wa

2

0.8

0.8

Karibu/Mega

2

0.8

0.8

Mega kids/Mega

2

0.8

0.8

Mega survivor/Mega

2

0.8

0.8

Night touch/Rhino

2

0.8

0.8

Tabuang/Unity

2

0.8

0.8

Tekwaro/Mega

2

0.8

0.8

Ultimate connection/Rhino

2

0.8

0.8

AIDS program/Mega

1

0.4

0.4

Amot/Radio Wa

1

0.4

0.4

Back to 60s/Mega

1

0.4

0.4

Co kede Yesu/Radio Wa

1

0.4

0.4

Come back home/Mega

1

0.4

0.4

Cwala mot/Lira

1

0.4

0.4

Easy listening/Peace

1

0.4

0.4

Farmers program/Radio Wa

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

86

Gospel session/Choice

1

0.4

0.4

Gwec apoko/Unity

1

0.4

0.4

Jame wit jame/Mega

1

0.4

0.4

Kabake/Mega

1

0.4

0.4

Landmine/Mega

1

0.4

0.4

Lokat ye kamaleng/Rhino

1

0.4

0.4

Mega Forum/Mega

1

0.4

0.4

Mid morning variety/Freedom

1

0.4

0.4

Morning flava/Mega

1

0.4

0.4

News/Peace

1

0.4

0.4

Perspective/Mega

1

0.4

0.4

Pot ceng ki kuc/Peace

1

0.4

0.4

Rhino zone/Rhino

1

0.4

0.4

Roki menya/Mega

1

0.4

0.4

Sleep on your shoes/Radio Wa

1

0.4

0.4

Straight talk/Choice

1

0.4

0.4

Straight talk/Freedom

1

0.4

0.4

Talk back/Mega

1

0.4

0.4

The Link/Choice

1

0.4

0.4

Vocation day/Radio Wa

1

0.4

0.4

Women' s issues/Radio Wa

1

0.4

0.4

10 Favorite program 3 Frequency Total Valid

Percent

Valid Percent

242

100.0

100.0

216

89.3

89.3

Late date/Capital

5

2.1

2.1

Morning crew/Capital

4

1.7

1.7

Capital doctor/Capital

2

0.8

0.8

Capital Gang/Capital

2

0.8

0.8

Senga/BPR

2

0.8

0.8

Binsangawano/Simba

1

0.4

0.4

Capital Doctor/Capital

1

0.4

0.4

Eli muno bere/VoTeso

1

0.4

0.4

Home run/Capital

1

0.4

0.4

Love caravan/Rock

1

0.4

0.4

News/Open Gate

1

0.4

0.4

Simba wo akati/Simba

1

0.4

0.4

Straight talk/Capital

1

0.4

0.4

Straight talk/Open Gate

1

0.4

0.4

Straight talk/Rock

1

0.4

0.4

Your choice/Capital

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

87

NORTHERN 11 Favorite program 1 Frequency

Percent

265

100.0

65

24.5

24.5

Duo chen pacho/Mega

29

10.9

10.9

Karibu/Radio Wa

10.9

Total Valid

Valid Percent 100.0

29

10.9

Duo chen pacho/Radio Wa

8

3.0

3.0

Perspective/Rhino

8

3.0

3.0

Straight talk/Mega

7

2.6

2.6

Top 20/Mega

7

2.6

2.6

Yab wangi/Unity

7

2.6

2.6

Bed kede kuc/Radio Wa

5

1.9

1.9

Butiwaru ityeni/Rhino

5

1.9

1.9

Mega breakfast/Mega

5

1.9

1.9

Mega music machine/Mega

5

1.9

1.9

Night whisper/Mega

5

1.9

1.9

Mega doctor/Mega

4

1.5

1.5

Mega relationships/Mega

4

1.5

1.5

Evening express/Mega

3

1.1

1.1

Lunch requests/Mega

3

1.1

1.1

Unity doctor/Unity

3

1.1

1.1

Wil lobo/Mega

3

1.1

1.1

Women' s hour/Radio Wa

3

1.1

1.1

African Soul trend/Unity

2

0.8

0.8

AIDS program/Freedom

2

0.8

0.8

AM to PM/Choice

2

0.8

0.8

Biacara/Mega

2

0.8

0.8

Cil pachu/Lira

2

0.8

0.8

Co kede Yesu/Lira

2

0.8

0.8

Gwo kwoni/Radio Wa

2

0.8

0.8

Karibu/Mega

2

0.8

0.8

Mega kids/Mega

2

0.8

0.8

Mega survivor/Mega

2

0.8

0.8

Night touch/Rhino

2

0.8

0.8

Tabuang/Unity

2

0.8

0.8

Tekwaro/Mega

2

0.8

0.8

Ultimate connection/Rhino

2

0.8

0.8

AIDS program/Mega

1

0.4

0.4

Amot/Radio Wa

1

0.4

0.4

Back to 60s/Mega

1

0.4

0.4

Co kede Yesu/Radio Wa

1

0.4

0.4

Come back home/Mega

1

0.4

0.4

Cwala mot/Lira

1

0.4

0.4

Easy listening/Peace

1

0.4

0.4

Farmers program/Radio Wa

1

0.4

0.4

Gospel session/Choice

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

88

Gwec apoko/Unity

1

0.4

0.4

Jame wit jame/Mega

1

0.4

0.4

Kabake/Mega

1

0.4

0.4

Landmine/Mega

1

0.4

0.4

Lokat ye kamaleng/Rhino

1

0.4

0.4

Mega Forum/Mega

1

0.4

0.4

Mid morning variety/Freedom

1

0.4

0.4

Morning flava/Mega

1

0.4

0.4

News/Peace

1

0.4

0.4

Perspective/Mega

1

0.4

0.4

Pot ceng ki kuc/Peace

1

0.4

0.4

Rhino zone/Rhino

1

0.4

0.4

Roki menya/Mega

1

0.4

0.4

Sleep on your shoes/Radio Wa

1

0.4

0.4

Straight talk/Choice

1

0.4

0.4

Straight talk/Freedom

1

0.4

0.4

Talk back/Mega

1

0.4

0.4

The Link/Choice

1

0.4

0.4

Vocation day/Radio Wa

1

0.4

0.4

Women' s issues/Radio Wa

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

89

12 Favorite program 2 Total Valid

Frequency

Percent

Valid Percent

265

100.0

100.0 46.4

123

46.4

Duo chen pacho/Mega

14

5.3

5.3

Karibu/Radio Wa

13

4.9

4.9

Lunch requests/Mega

9

3.4

3.4

Mega doctor/Mega

8

3.0

3.0

Straight talk/Mega

8

3.0

3.0

Duo chen pacho/Radio Wa

6

2.3

2.3

Ngo awango yii/Unity

6

2.3

2.3

Unity doctor/Unity

6

2.3

2.3

Mega lawyer/Mega

5

1.9

1.9

Sleep on your shoes/Radio Wa

3

1.1

1.1

Abuda/Rhino

2

0.8

0.8

AIDS program/Freedom

2

0.8

0.8

Amwonya/Rhino

2

0.8

0.8

Butiwaru ityeni/Rhino

2

0.8

0.8

Come back home/Mega

2

0.8

0.8

Evening express/Mega

2

0.8

0.8

Farmers Program/Choice

2

0.8

0.8

Googa/Mega

2

0.8

0.8

Gospel session/Choice

2

0.8

0.8

Karibu/Mega

2

0.8

0.8

Lunch requests/Rhino

2

0.8

0.8

Mega breakfast/Mega

2

0.8

0.8

Mega music machine/Mega

2

0.8

0.8

Mega survivor

2

0.8

0.8

Perspective/Mega

2

0.8

0.8

Pot ceng ki kuc/Peace

2

0.8

0.8

Pur/Radio Wa

2

0.8

0.8

Wil lobo/Mega

2

0.8

0.8

AIDS program/Mega

1

0.4

0.4

Akuma/Mega

1

0.4

0.4

AM to PM/Choice

1

0.4

0.4

Amot/Radio Wa

1

0.4

0.4

Bed buster/Rhino

1

0.4

0.4

Co kede Yesu/Lira

1

0.4

0.4

Crime prevention/Radio Wa

1

0.4

0.4

Cwala mot/Lira

1

0.4

0.4

Goalpost show/Choice

1

0.4

0.4

Gospel show/Mega

1

0.4

0.4

Kabake/Mega

1

0.4

0.4

Karibu/Rhino

1

0.4

0.4

Late night dance show/Radio Wa

1

0.4

0.4

Mega achievers/Mega

1

0.4

0.4

Mega relationships/Mega

1

0.4

0.4

Mid morning variety/Freedom

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

90

Ngo wango ri/Unity

1

0.4

0.4

Nywako tam/Freedom

1

0.4

0.4

Owich landmine/Choice

1

0.4

0.4

Perspective/Rhino

1

0.4

0.4

Straight talk/Lira

1

0.4

0.4

Straight talk/Rhino

1

0.4

0.4

Sunday special/Choice

1

0.4

0.4

Tekwaro/Mega

1

0.4

0.4

Top 20/Mega

1

0.4

0.4

Vom cwing irwot/Peace

1

0.4

0.4

Wake up with Jesus/Radio Wa

1

0.4

0.4

Weekend fever/Choice

1

0.4

0.4

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

91

13 Favorite program 3 Valid

Frequency

Percent

Valid Percent

199

75.1

75.1

AIDS program/Peace

1

0.4

0.4

Bed kede kuc/Radio Wa

1

0.4

0.4

Butiwaru ityeni/Rhino

3

1.1

1.1

Come back home/Mega

1

0.4

0.4

Duo chen pacho/Mega

6

2.3

2.3

Duo chen pacho/Radio Wa

1

0.4

0.4

Goalpost show/Choice

1

0.4

0.4

Gospel hour/Mega

1

0.4

0.4

Gwec apoko/Unity

1

0.4

0.4

Kabake/Mega

3

1.1

1.1

Karibu/Radio Wa

10

3.8

3.8

Kona Mega/Mega

1

0.4

0.4

Little night/Lira

2

0.8

0.8

Lokat ye kamaleng/Rhino

1

0.4

0.4

Mega achievers/Mega

1

0.4

0.4

Mega doctor/Mega

3

1.1

1.1

Mega Forum/Mega

1

0.4

0.4

Mega lawyer/Mega

3

1.1

1.1

Mega music machine/Mega

3

1.1

1.1

Mega relationships/Mega

5

1.9

1.9

Morning glory/Peace

1

0.4

0.4

Musango nyiko/Choice

1

0.4

0.4

News/Freedom

1

0.4

0.4

Ngo wango ri/Unity

1

0.4

0.4

Night whisper/Mega

2

0.8

0.8

Straight talk/Freedom

1

0.4

0.4

Straight talk/Mega

4

1.5

1.5

Tekwaro/Mega

2

0.8

0.8

Triple play/Mega

1

0.4

0.4

Vom cwing irwot/Peace

1

0.4

0.4

Weekend fever/Choice

1

0.4

0.4

Wil lobo/Mega

1

0.4

0.4

265

100.0

100.0

Total

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

92

Appendix 10 :DATA TABLES FOR THE GENERAL COMMON ISSUES (NOT REGIONAL) 1

Gender

Valid

Frequency 525 496 1021

Male Female Total

Percent 51.4 48.6 100.0

Valid Percent 51.4 48.6 100.0

2 Where do you live?

Valid

Missing Total

Frequency 377 643 1020 1 1021

Within municipality Outside the municipality Total System

Percent 36.9 63.0 99.9 0.1 100.0

Valid Percent 37.0 63.0 100.0

3 Have you listened to radio for more than half an hour in the past week?

Valid

Missing Total

Yes No Total System

Frequency 796 217 1013 8 1021

Percent 78.0 21.3 99.2 0.8 100.0

Frequency 232 45 18 295 726 1021

Percent 22.7 4.4 1.8 28.9 71.1 100.0

Valid Percent 78.6 21.4 100.0

4 If no, why not?

Valid

Missing Total

I don' t have access to radio I don' t like radio Other (specify) Total System

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Valid Percent 78.6 15.3 6.1 100.0

93

5 Radio airtime for Health issues

Valid

Missing Total

Not enough Adequate Too much Don' t know/not interested Total System

Frequency 311 473 68 47 899 122 1021

Percent 30.5 46.3 6.7 4.6 88.1 11.9 100.0

Valid Percent 34.6 52.6 7.6 5.2 100.0

6

Valid

Missing Total

Radio airtime for Agriculture Frequency Not enough 350 Adequate 360 Too much 81 Don' t know/not interested 111 Total 902 System 119 1021

Percent 34.3 35.3 7.9 10.9 88.3 11.7 100.0

Valid Percent 38.8 39.9 9.0 12.3 100.0

7

Valid

Missing Total

Radio airtime for Income generation/business Frequency Percent Not enough 351 34.4 Adequate 341 33.4 Too much 29 2.8 Don' t know/not interested 175 17.1 Total 896 87.8 System 125 12.2 1021 100.0

Valid Percent 39.2 38.1 3.2 19.5 100.0

8

Valid

Missing Total

Radio airtime for Religion Frequency Not enough 167 Adequate 545 Too much 137 Don' t know/not interested 52 Total 901 System 120 1021

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Percent 16.4 53.4 13.4 5.1 88.2 11.8 100.0

Valid Percent 18.5 60.5 15.2 5.8 100.0

94

9

Valid

Missing Total

Radio airtime for National politics Frequency Not enough 183 Adequate 393 Too much 177 Don' t know/not interested 144 Total 897 System 124 1021

Percent 17.9 38.5 17.3 14.1 87.9 12.1 100.0

Valid Percent

Radio airtime for Local politics Frequency Not enough 199 Adequate 395 Too much 171 Don' t know/not interested 134 Total 899 System 122 1021

Percent 19.5 38.7 16.7 13.1 88.1 11.9 100.0

Valid Percent

Radio airtime for Humour Frequency Not enough 154 Adequate 446 Too much 165 Don' t know/not interested 104 Total 869 System 152 1021

Percent 15.1 43.7 16.2 10.2 85.1 14.9 100.0

Valid Percent

Percent 7.1 39.0 38.7 3.0 87.8 12.2 100.0

Valid Percent

20.4 43.8 19.7 16.1 100.0

10

Valid

Missing Total

22.1 43.9 19.0 14.9 100.0

11

Valid

Missing Total

17.7 51.3 19.0 12.0 100.0

12 Radio airtime for Music Frequency Valid

Missing Total

Not enough Adequate Too much Don' t know/not interested Total System

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

72 398 395 31 896 125 1021

8.0 44.4 44.1 3.5 100.0

95

13

Valid

Missing Total

Have you ever heard of a radio program focusing on small business issues? Frequency Percent Valid Percent Yes 356 34.9 40.3 No 528 51.7 59.7 Total 884 86.6 100.0 System 137 13.4 1021 100.0

14 What is your involvement in small business/informal sector activities/farming or fishing? Frequency Percent Valid Percent Valid Owner/Manager of small business 145 14.2 46.5 Employee in small business 61 6.0 19.6 Interested in starting small business 35 3.4 11.2 Employee in large org/gvt/company 8 0.8 2.6 No involvement 55 5.4 17.6 Other (specify) 8 0.8 2.6 Total 312 30.6 100.0 Missing System 709 69.4 Total 1021 100.0 15 How beneficial is the radio program to small business people in general in Uganda? Frequency Percent Valid Percent Valid Highly beneficial 144 14.1 49.5 Quite beneficial 129 12.6 44.3 Not very beneficial 13 1.3 4.5 Not at all beneficial 5 0.5 1.7 Total 291 28.5 100.0 Missing System 730 71.5 Total 1021 100.0 16 Benefit - provides "voice" for small business people to influence govt, tax officials Frequency Percent Valid Percent Valid 1st choice 28 2.7 46.7 2nd choice 32 3.1 53.3 Total 60 5.9 100.0 Missing System 961 94.1 Total 1021 100.0 17

Valid

Missing Total

Benefit - provides information on legal, tax and other policy issues Frequency Percent Valid Percent 1st choice 35 3.4 59.3 2nd choice 24 2.4 40.7 Total 59 5.8 100.0 System 962 94.2 1021 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

96

18

Valid

Missing Total

Benefit - provides information on current business news and events Frequency Percent Valid Percent 1st choice 67 6.6 69.1 2nd choice 30 2.9 30.9 Total 97 9.5 100.0 System 924 90.5 1021 100.0

20

Valid

Missing Total

Benefit - provides information on markets and business opportunities Frequency Percent 1st choice 134 13.1 2nd choice 34 3.3 Total 168 16.5 System 853 83.5 1021 100.0

Valid Percent 79.8 20.2 100.0

21

Valid

Missing Total 22

Valid

Missing Total

Benefit - provides information on how to run a small business Frequency Percent 1st choice 147 14.4 2nd choice 40 3.9 Total 187 18.3 System 834 81.7 1021 100.0

1st choice 2nd choice Total System

Benefit - provides business tips and advice Frequency 123 62 185 836 1021

Valid Percent 78.6 21.4 100.0

Percent 12.0 6.1 18.1 81.9 100.0

Valid Percent 66.5 33.5 100.0

Percent 1.0 0.1 1.1 98.9 100.0

Valid Percent 90.9 9.1 100.0

23 Benefit - other Valid

Missing Total

1st choice 2nd choice Total System

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Frequency 10 1 11 1010 1021

97

24

Valid

How program(s) has benefitted small business people in Uganda Frequency Percent No response/missing 804 78.7 Advice on how to set up/run a business 98 9.6 Improved business knowledge/management 46 4.5 Information on accessing business resources 6 0.6 Information on accessing/managing loans 23 2.2 Information on markets/prices 44 4.3 Total 1021 100.0

Valid Percent 78.7 9.6 4.5 0.6 2.2 4.3 100.0

25 Have you written or telephoned into any of the small business programme on radio? Frequency Percent Valid Percent Valid Yes 58 5.7 6.4 No 844 82.7 93.6 Total 902 88.3 100.0 Missing System 119 11.7 Total 1021 100.0 26 Major area of business

Valid

Missing Total

Total Agrobusiness - Growing & selling Trading-retailing Not in business Service - other (specify) Other (specify) Service- Education Service - Transport Service - catering/restaurant Service - repairing Agrobusiness - Buying & selling Trading -wholesaling Livestock & fish - Catching/rearing & selling Service - Accomodation Manufacturing - wood Manufaturing - Handicraft Agrobusiness - processing Manufacturing - metal Manufacturing - textile/tailoring Livestock & fish - processing Manufacturing - food & drinks System

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Frequency 1002 180 167 147 127 87 53 45 45 29 26 19 18 13 11 10 7 7 5 4 2 19 1021

Percent 98.1 17.6 16.4 14.4 12.4 8.5 5.2 4.4 4.4 2.8 2.5 1.9 1.8 1.3 1.1 1.0 0.7 0.7 0.5 0.4 0.2 1.9 100.0

Valid Percent 100.0 18.0 16.7 14.7 12.7 8.7 5.3 4.5 4.5 2.9 2.6 1.9 1.8 1.3 1.1 1.0 0.7 0.7 0.5 0.4 0.2

98

27 Age of respondent Valid

Missing Total

Frequency 337 379 168 124 1008 13 1021

15-25 years 26-35 years 36-45 years Over 45 years Total System

Percent 33.0 37.1 16.5 12.1 98.7 1.3 100.0

Valid Percent 33.4 37.6 16.7 12.3 100.0

28

Valid

Missing Total

Do you own a car, motorcycle or bicycle? Frequency 36 43 524 89 692 329 1021

Percent 3.5 4.2 51.3 8.7 67.8 32.2 100.0

Valid Percent 5.2 6.2 75.7 12.9 100.0

What type of house do you live in? Frequency Mud built with thatched roof 229 Mud built with mabati (non thatched) roof 141 Brick built with non thatch (mabati or tiles) 262 Total 632 System 389 1021

Percent 22.4 13.8 25.7 61.9 38.1 100.0

Valid Percent 36.2 22.3 41.5 100.0

Car Motorcycle Bicycle None Total System

29

Valid

Missing Total 30

Valid

Missing Total

How much land does your immediate household own? Frequency Percent No land (except for house) 170 16.7 Less than 2 acres 222 21.7 Between 2 & 5 acres 154 15.1 More than 5 acres 79 7.7 Do not know 7 0.7 Total 632 61.9 System 389 38.1 1021 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Valid Percent 26.9 35.1 24.4 12.5 1.1 100.0

99

31

Valid

Missing Total

How much livestock (cows, goats, sheep etc) do you own? Frequency Percent None 265 26.0 Less than 10 294 28.8 Between 10 & 50 78 7.6 More than 50 1 0.1 Total 638 62.5 System 383 37.5 1021 100.0

Valid Percent 41.5 46.1 12.2 0.2 100.0

32 Does your household have an average monthly income of less than 50,000/=?

Valid

Missing Total 33

Yes No Do not know Total System

Frequency 182 194 15 391 630 1021

Percent 17.8 19.0 1.5 38.3 61.7 100.0

Frequency 24 40 119 102 36 321 700 1021

Percent 2.4 3.9 11.7 10.0 3.5 31.4 68.6 100.0

What type of house do you live in?

Valid

Missing Total

Self built mud (or similar) house on another person' s land Rented : mud built with mabati roof Rented : brick built with mabati or tile roofing Own house : brick built with mabati or tile roofing Other (specify) Total System

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Valid Percent 46.5 49.6 3.8 100.0

Valid Percent 7.5 12.5 37.1 31.8 11.2 100.0

100

34 Number of rooms in the house Frequency 703 107 1 4 1 87 39 37 19 15 5 2 1 1021

Valid 1 10 12 15 2 3 4 5 6 7 8 9 Total

Percent 68.9 10.5 0.1 0.4 0.1 8.5 3.8 3.6 1.9 1.5 0.5 0.2 0.1 100.0

Valid Percent 68.9 10.5 0.1 0.4 0.1 8.5 3.8 3.6 1.9 1.5 0.5 0.2 0.1 100.0

35 What type of latrine/toilet does your house have?

Valid

Missing Total

Frequency 176 454 44 674 347 1021

Communal pit latrine Private pit latrine Private flush toilet Total System

Percent 17.2 44.5 4.3 66.0 34.0 100.0

Valid Percent 26.1 67.4 6.5 100.0

36 How do you think business programmes benefit small business people in Uganda? (Figure indiated in table are counts not percentages) Benefits - provides….

1st choice

2nd choice

Total count

Voice for small business people to influence policy

28

32

60

Information on legal, tax and other policy issues

35

24

59

Information on current business news and events

67

30

97

134

34

168

Information on markets and business opportunities Information on how to run a small business

147

40

187

Provides business tips advice

123

62

185

534

222

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

101

37 Are local FM radio stations providing enough time for the following issues? n

Not enough

Adequate

Too much

Not interested

Health

899

34.6

52.6

7.6

5.2

Agriculture

902

38.8

39.9

9.0

12.3

Income generation/business

896

39.2

38.1

3.2

19.5

Religion

901

18.5

38.1

3.2

19.5

National politics

897

20.4

43.8

19.7

16.1

Local politics

899

20.4

43.8

19.7

16.1

Humour

869

17.7

51.3

19.0

12.0

Music

896

8.0

44.4

44.1

3.5

38

Are local FM radio stations providing enough airtime for the following issues?

44.4%

51.3%

43.8%

43.9%

Music

44.1%

19%

Humour

Local politics

14.9%

National politics

19.7% Adequate-% Too much-%

60.5%

52.6%

Religion

38.1%

Income generation/business

39.9%

Agriculture

Health

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

15.2%

3.2%

9%

7.6%

102

Appendix 11: DATA TABLES – REGIONAL ANALYSES NORTHWEST (West Nile & Bunyoro) 39

Is Runyoro/Lugbar/Alur first language?

Valid

Non Runyoro/Lugbar/Alur speaker Native Runyoro/Lugbar/Alur speaker Non-native Runyoro/Lugbar/Alur speaker Total

Frequency 4

Percent 1.6

Valid Percent 1.6

222

87.7

87.7

27 253

10.7 100.0

10.7 100.0

Frequency 90 3 93 160 253

Percent 35.6 1.2 36.8 63.2 100.0

Frequency 78 4 82 171 253

Percent 30.8 1.6 32.4 67.6 100.0

Frequency 61 12 73 180 253

Percent 24.1 4.7 28.9 71.1 100.0

40 Listen to Bunyoro Broadcasting?

Valid

Missing Total

Yes No Total System

Valid Percent 96.8 3.2 100.0

41 Listen to Kitara FM?

Valid

Missing Total

Yes No Total System

Valid Percent 95.1 4.9 100.0

42 Listen to Arua One?

Valid

Missing Total

Yes No Total System

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Valid Percent 83.6 16.4 100.0

103

43 Listen to Paida FM?

Valid

Missing Total 44 Listen to Radio Apac?

Valid

Missing Total

Yes No Total System

Frequency 57 13 70 183 253

Percent 22.5 5.1 27.7 72.3 100.0

Yes No Total System

Frequency 1 16 17 236 253

Percent 0.4 6.3 6.7 93.3 100.0

Valid Percent 81.4 18.6 100.0

Valid Percent 5.9 94.1 100.0

45

Valid

Missing Total 46

Valid

Missing Total

Listen to Radio Pacis? Frequency 82 2 84 169 253

Percent 32.4 0.8 33.2 66.8 100.0

Valid Percent 97.6 2.4 100.0

Listen to other? Frequency 125 3 128 125 253

Percent 49.4 0.8 50.6 49.4 100.0

Valid Percent 97.7 1.6 100.0

Listen to most often? Frequency Bunyoro Broadcasting 31 Kitara FM 41 Arua One 14 Paidha FM 33 Radio Pacis 39 Other (specify) 63 Total 221 System 32 253

Percent 12.3 16.2 5.5 13.0 15.4 24.9 87.4 12.6 100.0

Valid Percent 14.0 18.6 6.3 14.9 17.6 28.5 100.0

Yes No Total System

Yes No Total System

47

Valid

Missing Total

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

104

48

Valid

Missing Total

Remember Ebyentuguuka on Bunyoro Broadcasting ? Frequency Percent Valid Percent Yes 21 8.3 95.5 No 1 0.4 4.5 Total 22 8.7 100.0 System 231 91.3 253 100.0

49

Valid Missing Total

Valid Missing Total

Yes System

Yes System

Remember Ekyotamusana on Kitara FM? Frequency Percent 43 17.0 210 83.0 253 100.0 Remember Ocemaceni on Arua One? Frequency Percent 36 14.2 217 85.8 253 100.0

Valid Percent 100.0

Valid Percent 100.0

50 Remember Makwo o Kude on Paidha FM? Frequency Percent 35 13.8 218 86.2 253 100.0

Valid Percent Valid Yes 100.0 Missing System Total 51 How often listened to Ebyentuguuka on Bunyoro Broadcasting in last 3 months? Frequency Percent Valid Percent Valid Never 8 3.2 23.5 Less than 4 times 12 4.7 35.3 More than 4 times 11 4.3 32.4 Cannot remember 3 1.2 8.8 Total 34 13.4 100.0 Missing System 219 86.6 Total 253 100.0 52 How often listened to Ekyotamusana on Kitara FM in last 3 months? Frequency Percent Valid Percent Valid Never 7 2.8 15.2 Less than 4 times 14 5.5 30.4 More than 4 times 20 7.9 43.5 Cannot remember 5 2.0 10.9 Total 46 18.2 100.0 Missing System 207 81.8 Total 253 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

105

53

Valid

Missing Total

How often listened to Ocemaceni on Arua One in last 3 months? Frequency Percent Valid Percent Never 10 4.0 24.4 Less than 4 times 14 5.5 34.1 More than 4 times 11 4.3 26.8 Cannot remember 6 2.4 14.6 Total 41 16.2 100.0 System 212 83.8 253 100.0

54

Valid

Missing Total

How often listened to Makwo o Kude in last 3 months? Frequency Percent Valid Percent Never 13 5.1 28.3 Less than 4 times 7 2.8 15.2 More than 4 times 25 9.9 54.3 Cannot remember 1 0.4 2.2 Total 46 18.2 100.0 System 207 81.8 253 100.0

55 How often listened to other small business program (specify) in last 3 months? Frequency Percent Valid Percent Valid Never 2 0.8 12.5 Less than 4 times 5 2.0 31.3 More than 4 times 6 2.4 37.5 Cannot remember 3 0.4 18.7 Total 16 6.3 100.0 Missing System 237 93.7 Total 253 100.0 56

Valid

Missing Total

Why don' t you listen to Ebyentuguuka on Bunyoro Broadcasting? Valid Frequency Percent Percent Never /seldom listen to it 6 2.4 28.6 Never heard of this program 10 4.0 47.6 On at the wrong time/don' t have time 3 1.2 14.3 Content is irrelevant to me 1 0.4 4.8 Other (specify) 1 0.4 4.8 Total 21 8.3 100.0 System 232 91.7 253 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

106

57 Why don' t you listen to Ekyotamusana on Kitara FM?

Valid

Missing Total

Never /seldom listen to it Never heard of this program On at the wrong time/don' t have time Content is irrelevant to me Do not like program style Total System

Frequency 3 7 6 2 1 19 234 253

Percent 1.2 2.8 2.4 0.8 0.4 7.5 92.5 100.0

Valid Percent 15.8 36.8 31.6 10.5 5.3 100.0

58 Why don' t you listen to Ocemaceni on Arua One?

Valid

Missing Total

Never /seldom listen to it Never heard of this program On at the wrong time/don' t have time Content is irrelevant to me Do not like program style Total System

Frequency 9 9 1 1 1 21 232 253

Percent 3.6 3.6 0.4 0.4 0.4 8.3 91.7 100.0

Valid Percent 42.9 42.9 4.8 4.8 4.8 100.0

59 Why don' t you listen to Makwo o Kude on Paidha FM?

Valid

Missing Total

Never /seldom listen to it Never heard of this program On at the wrong time/don' t have time Content is irrelevant to me Total System

Frequency 7 10 1 1 19 234 253

Percent 2.8 4.0 0.4 0.4 7.5 92.5 100.0

Valid Percent 36.8 52.6 5.3 5.3 100.0

60 Why don' t you listen to other small business program on other FM radio? Valid Frequency Percent Percent Valid Never /seldom listen to it 1 0.4 50.0 On at the wrong time/don' t have time 1 0.4 50.0 Total 2 0.8 100.0 Missing System 251 99.2 Total 253 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

107

BUSOGA 61

Valid

Is Lusoga first language? Frequency Native Lusoga speaker 244 Non-native Lusoga speaker 17 Total 261

Percent 93.5 6.5 100.0

Valid Percent 93.5 6.5 100.0

Listen to NBS? Frequency 160 15 175 86 261

Percent 61.3 5.7 67.0 33.0 100.0

Valid Percent 91.4 8.6 100.0

Listen to Kiira FM? Frequency 188 5 193 68 261

Percent 72.0 1.9 73.9 26.1 100.0

Valid Percent 97.4 2.6 100.0

62

Valid

Missing Total

Yes No Total System

63

Valid

Missing Total

Yes No Total System

64

Valid

Missing Total

Yes No Total System

Listen to Busoga People' s Radio? Frequency Percent 131 50.2 11 4.2 142 54.4 119 45.6 261 100.0

Valid Percent 92.3 7.7 100.0

65

Valid

Missing Total

Yes No Total System

Listen to CBS? Frequency 51 18 69 192 261

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Percent 19.5 6.9 26.4 73.6 100.0

Valid Percent 73.9 26.1 100.0

108

66

Valid

Missing Total

Yes No Total System

Listen to Simba? Frequency 112 11 123 138 261

Percent 42.9 4.2 47.1 52.9 100.0

Valid Percent 91.1 8.9 100.0

67

Valid

Missing Total

Listen to Other? Frequency 77 2 79 182 261

Percent 29.5 0.8 30.3 69.7 100.0

Valid Percent 97.5 2.5 100.0

Listen to most often? Frequency Kiira 69 NBS 58 Busoga People' s Radio 27 Simba 22 Other 12 CBS 6 System 67 Total 194 261

Percent 26.4 22.2 10.3 8.4 4.6 2.3 25.7 74.3 100.0

Valid Percent 35.6 29.9 13.9 11.3 6.2 3.1

Yes No Total System

68

Valid

Missing Total

100.0

69

Valid

Missing Total

Yes No Total System

Remember Wekalangule on NBS ? Frequency Percent 64 24.5 9 3.5 73 28.0 188 72.0 261 100.0

Valid Percent 87.7 12.3 100.0

70

Valid

Missing Total

Remember other small business program? Frequency Percent Yes 26 10.0 No 2 0.8 Total 28 10.7 System 233 89.3 261 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Valid Percent 92.9 7.1 100.0

109

71

Valid

Missing Total

How often listened to Wekalangule onNBS in last 3 months? Frequency Percent Valid Percent Never 8 3.1 9.0 Less than 4 times 22 8.4 24.7 More than 4 times 50 19.2 56.2 Cannot remember 9 3.5 10.1 Total 89 34.1 100.0 System 172 65.9 261 100.0

72 How often listened to other small business program in last 3 months? Valid Frequency Percent Percent Valid Never 1 0.4 4.2 Less than 4 times 4 1.5 16.7 More than 4 times 16 6.1 66.7 Cannot remember 3 1.1 12.5 Total 24 9.2 100.0 Missing System 237 90.8 Total 261 100.0 73 Why don' t you listen to to Wekalangule on NBS?

Valid

Missing Total

Never /seldom listen to it Never heard of this program On at the wrong time/don' t have time Content is irrelevant to me Do not like program style Other (specify) Total System

Frequency 8 7 13 2 2 4 36 225 261

Percent 3.1 2.7 5.0 0.8 0.8 1.5 13.8 86.2 100.0

Valid Percent 22.2 19.4 36.1 5.6 5.6 11.1 100.0

74 Why don' t you listen to other small business program ?

Valid

Missing Total

On at the wrong time/don' t have time Do not like program style Other (specify) Total System

Frequency 11 2 2 15 246 261

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Percent 4.2 0.8 0.8 5.7 94.3 100.0

Valid Percent 73.3 13.3 13.3 100.0

110

75 Which small business radio program do you listen to most?

Valid

Missing Total

Wekalangule on NBS Other small business program Can' t distinguish Total System

Frequency 44 32 5 81 180 261

Percent 16.9 12.3 1.9 31.0 69.0 100.0

Valid Percent 54.3 39.5 6.1 100.0

76 What is the most accurate description of you as a listener of small business program? Valid Frequency Percent Percent Valid Casual listener 40 15.3 35.7 Interested listener 36 13.8 32.1 Dedicated listener 36 13.8 32.1 Total 112 42.9 100.0 Missing System 149 57.1 Total 261 100.0 77 Listen to ….. Listen to ….. NBS Kiira FM Busoga People' s Radio CBS Simba Other Cumulative total

Yes 160 188 131 21 112 77 689

No 15 5 11 18 11 2 62

Remember any small business programme? Yes Wekalangule on NBS 64 Other 26

No 9 2

78

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

111

FAR EAST (Mbale, Tororo, Pallisa, Busia) 79

Is Lugisu,Adhola, Gwere, Luganda, Swahili, Kumam first language?

Valid

Non Lugisu,Adhola,Gwere,Luganda, Swa, Kumam speaker Native Lugisu,Adhola,Gwere,Luganda,Swa,Kumam speaker Non-native Lugisu, Adhola,Gwere,Luganda,Swa,Kumam speaker Total

Valid Percent

Frequency

Percent

1

0.4

0.4

204

84.3

84.3

35 242

14.5 100.0

14.5 100.0

Frequency 150 3 153 89 242

Percent 62.0 1.2 63.2 36.8 100.0

Frequency 77 11 88 154 242

Percent 31.8 4.5 36.4 63.6 100.0

Frequency 136 3 139 103 242

Percent 56.2 1.2 57.4 42.6 100.0

Frequency 29 14 43 199 242

Percent 12.0 5.8 17.8 82.2 100.0

80 Listen to Open Gate?

Valid

Missing Total

Yes No Total System

Valid Percent 98.0 2.0 100.0

81 Listen to Rock Mambo?

Valid

Missing Total

Yes No Total System

Valid Percent 87.5 12.5 100.0

82 Listen to Capital?

Valid

Missing Total

Yes No Total System

Valid Percent 97.8 2.2 100.0

83 Listen to Voice of Teso?

Valid

Missing Total

Yes No Total System

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Valid Percent 67.4 32.6 100.0

112

84

Listen to Continental FM?

Valid

Missing Total

Frequency 9 19 28 214 242

Yes No Total System

Percent 3.7 7.9 11.6 88.4 100.0

Valid Percent 32.1 67.9 100.0

85

Listen to other? Frequency Valid

Yes No 3 6

Missing Total

Total System

123 1 1 2 127 115 242

Percent 50.8 0.4 0.4 0.8 52.5 47.5 100.0

Valid Percent 96.9 0.8 0.8 1.6 100.0

86

Valid Missing Total

Yes System

Remember Obusubuzi obutonotono on Open Gate? Frequency Percent 24 9.9 218 90.1 242 100.0

Valid Percent 100.0

87

Valid

Missing Total

Remember Ulimwengu wa Biashara on Rock Mambo? Frequency Percent Valid Percent Yes 10 4.1 90.9 No 1 0.4 9.1 Total 11 4.5 100.0 System 231 95.5 242 100.0

88

Valid Missing Total

Yes System

Remember Eswamai kanuka on Voice of Teso? Frequency Percent 7 2.9 235 97.1 242 100.0

Valid Percent 100.0

89

Valid Missing Total

Yes System

Remember Icusorai Ijoda on Continental FM? Frequency Percent 3 1.2 239 98.8 242 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Valid Percent 100.0

113

90

Valid

Missing Total

How often listened to Obusubuzi obutonotono on Open Gate in last 3 months? Frequency Percent Valid Percent Never 4 1.7 16.0 Less than 4 times 9 3.7 36.0 More than 4 times 12 5.0 48.0 Total 25 10.3 100.0 System 217 89.7 242 100.0

91

How often listened to Ulimwengu wa Biashara on Rock Mambo in last 3 months? Frequency Percent Valid Percent Valid Never 7 2.9 38.9 Less than 4 times 7 2.9 38.9 More than 4 times 4 1.7 22.2 Total 18 7.4 100.0 Missing System 224 92.6 Total 242 100.0 92

Valid

How often listened to Eswamai kanuka on Voice of Teso in last 3 months? Frequency Percent Valid Percent Never 5 2.1 41.7 Less than 4 times 5 2.1 41.7 More than 4 times 2 0.8 16.7 Total 12 5.0 100.0 System 230 95.0 242 100.0

Missing Total 93 How often listened to Icusorai Ijoda on Continental in last 3 months? Frequency Valid Never 7 Less than 4 times 2 More than 4 times 1 Total 10 Missing System 232 Total 242

Percent 2.9 0.8 0.4 4.1 95.9 100.0

Valid Percent 70.0 20.0 10.0 100.0

94

Valid Missing Total

How often listened to other small business program (specify) in last 3 months? Frequency Percent Valid Percent More than 4 times 1 0.4 100.0 System 241 99.6 242 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

114

95

Valid

Missing Total

Why don' t you listen to Obusubuzi obutonotono on Open Gate? Frequency Percent Never heard of this program 4 1.7 On at the wrong time/don' t have time 3 1.2 Content is irrelevant to me 1 0.4 Other (specify) 1 0.4 Total 9 3.7 System 233 96.3 242 100.0

Valid Percent 44.4 33.3 11.1 11.1 100.0

96

Valid

Missing Total

Why don' t you listen to Ulimwengu wa Biashara on Rock Mambo? Frequency Percent Never /seldom listen to it 1 0.4 Never heard of this program 6 2.5 On at the wrong time/don' t have time 1 0.4 Do not like program style 2 0.8 Total 10 4.1 System 232 95.9 242 100.0

Valid Percent 10.0 60.0 10.0 20.0 100.0

97

Valid

Missing Total

Why don' t you listen to Eswamai Kanuka on Voice of Teso? Frequency Percent Never /seldom listen to it 1 0.4 Never heard of this program 4 1.7 On at the wrong time/don' t have time 2 0.8 Total 7 2.9 System 235 97.1 242 100.0

Valid Percent 14.3 57.1 28.6 100.0

98

Valid Missing Total

Why don' t you listen to Icusorai Ijoda on Continental FM? Frequency Percent Never heard of this program 7 2.9 System 235 97.1 242 100.0

Valid Percent 100.0

100

Valid

Missing Total

Why don' t you listen to other small business program on other FM radio? Frequency Percent Valid Percent Never heard of this program 1 0.4 50.0 On at the wrong time/don' t have time 1 0.4 50.0 Total 2 0.8 100.0 System 240 99.2 242 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

115

101

Valid

Missing Total

Which small business radio program do you listen to most? Frequency Percent Obusubuzi obutonotono on Open Gate 7 2.9 Ulimwengu wa Biashara on Rock Mambo 2 0.8 Eswamai kanuka on VoTeso 2 0.8 Can' t distinguish 1 0.4 Total 12 5.0 System 230 95.0 242 100.0

Valid Percent 58.3 16.7 16.7 8.3 100.0

102 What is the most accurate description of you as a listener of small business program? Frequency Percent Valid Percent Valid Casual listener 11 4.5 33.3 Interested listener 14 5.8 42.4 Dedicated listener 8 3.3 24.2 Total 33 13.6 100.0 Missing System 209 86.4 Total 242 100.0

103 Which local language radio station do you listen? Listen to ………? Yes No Open Gate 150 Rock Mambo 77 VoTeso 29 Continental 9 Capital 136 Other 123

3 11 14 19 3 1

104 Listen to most often? Frequency Valid

Missing Total

Open Gate Rock Mambo Capital Voice of Teso Other Total System

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

33 21 54 5 72 185 57 242

Percent 13.6 8.7 22.3 2.1 29.8 76.4 23.6 100.0

Valid Percent 17.8 11.4 29.2 2.7 38.9 100.0

116

105 Remember any small business programme? Yes Obusobozi obutonotono/Open Gate

24

Uliwengu wa Biashara/Rock Mambo

10

Eswamai Kanuka/Voice of Teso

7

Icusorai Ijoda/Continental

3 44

NORTHERN (Gulu, Lira, Apac & Kitgum) 106

Is Luo first language?

Valid

Native Luo speaker Non-native Luo speaker Total

Frequency 256 9 265

Percent 96.6 3.4 100.0

Valid Percent

Cumulative Percent

96.6 3.4 100.0

96.6 100.0

107 Listen to Mega FM?

Valid Missing Total

Yes System

Frequency 135 130 265

Percent 50.9 49.1 100.0

Valid Percent 100.0

Cumulative Percent

Valid Percent 100.0

Cumulative Percent

Valid Percent 100.0

Cumulative Percent

100.0

108 Listen to Radio Wa?

Valid Missing Total

Yes System

Frequency 104 161 265

Percent 39.2 60.8 100.0

100.0

109 Listen to Rhino FM?

Valid Missing Total

Yes System

Frequency 73 192 265

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Percent 27.5 72.5 100.0

100.0

117

110 Listen to Choice FM?

Valid Missing Total

Frequency 72 193 265

Yes System

Percent 27.2 72.8 100.0

Valid Percent 100.0

Cumulative Percent

Valid Percent

Cumulative Percent

100.0

111 Listen to other?

Valid

Yes 4

Missing Total

Total System

Frequency 138 1 139 126 265

Percent 52.1 0.4 52.5 47.5 100.0

99.3 0.7 100.0

99.3 100.0

112

Valid Missing Total

Yes System

Remember Biacara on Mega FM ? Valid Frequency Percent Percent 27 10.2 100.0 238 89.8 265 100.0

Cumulative Percent 100.0

113

Valid

Missing Total

Have you ever heard of a radio program focusing on small business issues? Valid Cumulative Frequency Percent Percent Percent Yes 44 16.6 19.9 19.9 No 175 66.0 79.2 99.1 3 2 0.8 0.9 100.0 Total 221 83.4 100.0 System 44 16.6 265 100.0

114

Valid

Missing Total

How often listened to Biacara on Mega FM in last 3 months? Valid Frequency Percent Percent Never 1 0.4 3.6 Less than 4 times 15 5.7 53.6 More than 4 times 9 3.4 32.1 Cannot remember 3 1.1 10.7 Total 28 10.6 100.0 System 237 89.4 265 100.0

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Cumulative Percent 3.6 57.1 89.3 100.0

118

115

Valid

Missing Total

How often listened to other small business program (specify) in last 3 months? Valid Cumulative Frequency Percent Percent Percent Less than 4 times 1 0.4 12.5 12.5 More than 4 times 5 1.9 62.5 75.0 Cannot remember 2 0.8 25.0 100.0 Total 8 3.0 100.0 System 257 97.0 265 100.0

116

Valid

Missing Total

Why don' t you listen to Biacara on Mega FM? Valid Frequency Percent Percent Never /seldom listen to it 7 2.6 58.3 On at the wrong time/don' t have time 4 1.5 33.3 Do not like program style 1 0.4 8.3 Total 12 4.5 100.0 System 253 95.5 265 100.0

Cumulative Percent 58.3 91.7 100.0

117

Valid

Missing Total

Which small business radio program do you listen to most? Valid Frequency Percent Percent Cumulative Percent Biacara on Mega FM 11 4.2 61.1 61.1 Other 5 1.9 27.8 88.9 3 2 0.8 11.1 100.0 Total 18 6.8 100.0 System 247 93.2 265 100.0

118 What is the most accurate description of you as a listener of small business program? Valid Frequency Percent Percent Cumulative Percent Valid Casual listener 8 3.0 40.0 40.0 Interested listener 7 2.6 35.0 75.0 Dedicated listener 5 1.9 25.0 100.0 Total 20 7.5 100.0 Missing System 245 92.5 Total 265 100.0 119 Listen to…….? Mega FM Rhino FM Choice Radio Wa Other

Yes

No 135 73 72 104 138

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

119

120 Listen to most most often?

Valid

Missing Total

Mega FM Radio Wa Rhino FM Choice FM Other Total System

Frequency 83 62 24 17 45 231 34 265

Percent 31.3 23.4 9.1 6.4 17.0 87.2 12.8 100.0

Valid Percent 35.9 26.8 10.4 7.4 19.5 100.0

Selected cross tabulation analyses 121

Gender * Age of respondent Crosstabulation Age of respondent

Gender

Male

Count % within Gender % within Age of respondent % of Total

Female

Total

26-35 years 195

36-45 years 88

Over 45 years 66

32.9%

37.5%

16.9%

12.7%

100.0%

50.7%

51.5%

52.4%

53.2%

51.6%

17.0%

19.3%

8.7%

6.5%

51.6%

166

184

80

58

488

34.0%

37.7%

16.4%

11.9%

100.0%

49.3%

48.5%

47.6%

46.8%

48.4%

16.5%

18.3%

7.9%

5.8%

48.4%

337

379

168

124

1008

33.4%

37.6%

16.7%

12.3%

100.0%

100.0%

100.0%

100.0%

100.0%

100.0%

33.4%

37.6%

16.7%

12.3%

100.0%

Count % within Gender % within Age of respondent % of Total Count % within Gender % within Age of respondent % of Total

Total

15-25 years 171

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

520

120

122

Age of respondent * Where do you live? Crosstabulation Age of respondent * Where do you live? Crosstabulation Where do you live?

Age of respondent

15-25 years

26-35 years

36-45 years

Over 45 years

Total

Within municipality Count % within Age of respondent % within Where do you live? Count % within Age of respondent % within Where do you live? Count % within Age of respondent % within Where do you live? Count % within Age of respondent % within Where do you live? Count % within Age of respondent % within Where do you live?

ILO FIT-SEMA MSE Radio Programme Listener Survey 2005

Total

Outside the municipality

109

228

337

32.3

67.7

100

35.5

32.5

33.4

116

263

379

30.6

69.4

100

37.8

37.5

37.6

41

127

168

24.4

75.6

100

13.4

18.1

16.7

41

83

124

33.1

66.9

100

13.4 307

11.8 701

12.3 1008

30.5

69.5

100

100

100

100

121