Background to the Radio Sector

RLDC has identified radio as a media for the development and dissemination of programs targeting the rural producers and SMEs to overcome the information related constraints facing them. Radio is the electronic mass media that has a high untapped potential towards the development of rural market systems and ultimately increase the incomes of rural producers. After a successful development, testing and demonstration of INUKA (meaning literally “stand up”) radio programme with Radio Free Africa (RFA), a Mwanza based radio station, RLDC in this fourth phase is implementing the other commercial radio programme called AMKA (literally means “Wake Up”) in partnership with Radio 5 of Arusha based Radio station. In AMKA the focus is in economic empowerment of rural women and therefore the radio programme clock (radio programme segments) are dedicated in its entirety focusing on women empowerment in terms of Land Ownership, access to economic opportunities, ownership of household resources, power in making decision at household level, and so forth. Read the whole Radio sector strategy here

Intervention Innovations


In implementing rural women radio programme, RLDP envision a radio programme that empowers rural women through commercially pre-packaged radio programme.

 

Intervention Strategy


In September 2011, RLDP engaged Tan Communication Media as partner in the women radio program intervention. Tan Communication Media which owns Radio Five Station is based in Arusha, Tanzania and broadcasts to more than 10 regions of Tanzania including the whole of Central Corridor. Radio Five as a partner radio station will produce and air the women radio program for a testing period of one year, and avail sponsorship and advertisement to cover the costs of producing and airing the radio program. RLDP as a partner will therefore contribute in capacity building and expertise to facilitate Radio Five in this endeavour. As a facilitator, RLDP engaged a Media Monitoring Company- The Footprint Company Limited to track the listenership levels of the Radio Program and its impact to the communities in the Central Corridor and beyond. The intervention model expects that at the end of one year of testing, the radio station will observe the benefits and therefore have a commercial incentive to continue with the radio program; on listeners’ part, they will continue to benefit with the useful information that will support their initiatives to improve agricultural practices for more income.
 

Read the whole Radio Services Strategy here.