Radio and New Media: Opportunities and Challenges- A Study of Peace 104.3 FM

Abstract

This study explored the opportunities and challenges of new media and radio broadcast through a study of Peace 104.3 FM. Six specific objectives guided the researcher to find out how new media has enhanced Peace 104.3 FM to function effectively and also highlighted the challenges new media platfonns posed to the radio station. Triangulation method was used for the study because both qualitative and quantitative methods were applied for the study. The population for the study was interviews of the editors of Peace 104.3 FM and PeaceFmonline.com respectively for qualitative analysis. Questionnaires were given to students from the University of Ghana, Legon, the Ghana Institute of Journalism and also members of the general public for the quantitative analysis of their responses with regards to the use of new media platforms on Peace 104.3 and Peace Fmonline.com. The data collected indicated that, majority of the respondents were of younger generation who use Whatsapp, Facebook, Twitter and other fonns of new media platforms. Majority of the respondents use their mobile phones and the internet a lot to listen to Peace 104.3 Fm. The results of the study also show that, the adoption of new media technologies by Peace 104.3 FM has increased their listenership due to variety of Y outube, Podcast, Face book, live streaming and quick feedback responses. The study further revealed that, intermittent truncation of internet services either on respondents mobile phones or non-availability of internet service at various locations in parts of the country are some of the technical challenges associated with the use of new media on Peace 104.3 Fm. One important conclusion that can be drawn from the study is that new media enhances the ability of traditional radio broadcast to function more effectively.