In an effort to develop a reliable Radio audience measurement system for the community-based radios in Uganda, an Executive Committee Board has been set to oversee the activities of the Audience Research Interest Group (ARIG).
The Executive Committee board, which comprises of four members from the four regions in Uganda, was elected on Wednesday at the first meeting of the ARIG held at the secretariat of the Uganda Association of Religious. The members are: Mr Ernest Acidri from Radio Pacis (Northern region) who was elected as the chairman, Ms Yayeri Adiko from Delta FM (Eastern) who was elected a Secretary, Mr Justus Orishab (Freedom FM, Western), the treasurer while Mrs Margaret Ssentamu, the Executive Director of Mama FM (Central), was elected as the chief coordinator.
Other members who were also appointed include Fr Philip Odii, the Executive Secretary of the Social Communications Department at the Uganda Episcopal Conference (UEC), Mr Moses Ricky Ojok from Audience Dialogue Uganda and Mr John Ocena, a journalist.
The ARIG was formed last year in November during the networking/sharing event, with an aim of improving audience research capacity and embedding good practice for all community oriented radios in Uganda. Audience data is therefore essential to the development of advertising revenues for radio channels whether public or private.
Mr Ojoko said that such survey also tells how many people are in an audience in relation to total number of listeners.”
“Audience survey is a crucial issue for both private and public authorities (tax, radios, communication, universal access to information, building a strong media sector, employment, etc.) and businesses wishing to promote their services through audiovisual media,” he added. Mr Acidri explained that “Without precise audience data by Radio programme and time of the week, it is very difficult to understand what the audiences like to listen to and which programme need to be acquired by different radio stations.”
The ARIG representative further, stated that in Africa, there are a few audience measurement research firms that collect and market radio ratings’ data. The cost of audience market research is always held up as the key obstacle to getting this kind of information.
He promised that ARIG Uganda will try to solve this puzzle uniquely since their main sponsor, Stem Van Africa Organization, Netherlands, is ready to work hand-in-hand with them.
By Jacinta Odongo, Media Officer, Uganda Episcopal Conference