Individual Preference for Radio Stations in The Eastern Region of Ghana

The number of radio stations in Ghana has increased tremendously over the past few years. Residents in the Eastern region in the country do have access to radio stations in the region plus those from the Greater Accra region Thus stations in the Eastern region have to compete for listenership with other radio stations from the Greater Accra. The study aimed at finding out among others, which of the region’s stations do respondents prefer to listen and what factors may influence such a decision? Using respondents conveniently sampled from a semi-rural town, Akropong-Akuapem, the district capital of the Akuapem North district, it was realized that respondents preferred radio stations in Greater Accra region to those in Eastern region. Moreover, frequency distributions and chi square test showed that factors like overall image of the station, clear reception, station heritage, news coverage, kind of programme, presenters and the status of the individual influenced the choice of radio station. Again, it was found that awareness of the programme, language used, timing of the programme and number of commercial breaks helped in the choice of radio programme one listened to.