Factors Influencing Youth Listener’s Motivation for FM Radio Shows in Nairobi Kenya

Abstract

The purpose of this study was to explore the motivations of the youth FM listeners for the preferred contents. This study serves as a guide and a source of information to radio stations broadcasting for young people or organization that anticipate producing radio programs for the youth. The researcher used the descriptive survey method. The studys tool for data collection was the questionnaire which contained both open-ended and closed-ended questions. The researcher selected 200 youth from day secondary schools in Nairobi to take part in the study. The study revealed that youth tune to FM stations motivated by three factors namely; need to escape from boredom, need to escape from problems and emotional release. These factors, according to researcher explain why the FM radio listenership is low.