Abstract

This research aimed to look into the falling standards of content in radio broadcasts in Kenya and the disengagement of audiences due to commercialization, regulatory pressures, and competition from vernacular and digital platforms. The objectives of this paper were to evaluate the impact of these challenges on Kiswahili radio stations, identify possibilities for enriching their content and expanding their audience bases, and strategies towards media relevance in Kenya’s dynamic landscape. A qualitative approach involving semi-structured interview guides with Kenyan leading radio producers and presenters, key informants, and listeners was employed to provide an analytical perspective on listening habits and key concerns about Kiswahili radio. Findings indicate that Kiswahili radio has played a significant role in promoting public discourse by offering a platform for people to voice their opinions concerning national matters and the cultural significance of indigenous customs and practices while creating a sense of belonging among its listeners. They act as a medium through which important messages relating to healthcare services and governance are passed across to others, including political communication tools that mobilize the masses for elections. Factors such as lack of funds, new technologies, political interference, and linguistic variety can sooner or later bring negative effects, affecting the stations’ programming quality and ability to respond to the constantly changing media environment. However, barriers encountered in this study suggest that growth in Kiswahili radio broadcasting can still be achieved through embracing digitization, diversification of revenue, upholding good journalism practices, inclusiveness of the community, geographical expansion, and regional and international outreach.