Abstract
The landscape of radio transmission has changed as a result of the advent of digital technologies. It has indirectly affected how people listen to the radio. This study seeks to understand how religious radio stations stay relevant in radio industry when commercial radio rules. Hence, this research aims to determine the factors contributing to religious radio sustainability and its challenges in the digital age. This research used a qualitative approach by interviewing religious radio station managers. The findings reveal that management strategy is the core factor influencing community response to religious radio. Even though commercial radio dominates the radio business in the country, there is no competition between religious and commercial radio. Nevertheless, the commercial radio seeks to emulate religious radio strategy, unexpectedly. By defining the target listeners and using a good scheduling structure, management has proven to be the cornerstone of religious radio stations' success.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.