A recent radio survey conducted by Synovate Research Reinvented on favourite radio stations in the country has caused tension among radio operators in the country as some of them have taken a keen interest in the survey so as to streamline their activities to attract more listeners.
The survey was conducted in the Greater Accra and Ashanti regions.
Synovate Research Reinvented, one of the world's top research firms, is the market research arm of global communications specialist Aegis Group plc. Synovate constantly considers ways to develop powerful new services, both through combined interaction and through blue-sky thinking to produce inspired marketing solutions, constructive client-service deliverables and elegant systems.
Although the survey mentioned Peace FM and Okay FM as the most popular stations in Accra, a section of the stakeholders in the radio industry see the evaluation as normal in every democratic society and would encourage others to put in their best to attract more listeners to their various programmes.
The question asked as part of a general opinion poll survey was which radio station you listen to. Peace FM topped with 66%, followed by Okay FM – 53%, Adom FM – 36%, Oman FM – 32%, Joy FM – 30%, Radio Gold – 18% and Happy FM – 17%.
The rest are Citi FM – 17%, Hitz FM – 15%, Zuria – 14%, Obonu – FM 13%, Sunny FM – 13%, Asempa FM – 13%, Melody -11 % and Hot FM – 10%.
More than just traditional broadcasters, Peace FM and Okay are evolving into a content company, the homes of Ghana's most popular programming and multimedia leaders with a solid presence in the country.
The stations deliver services to all Ghanaians on platforms ranging from radio, audio on demand and the web.
An investigation conducted by BEATWAVES reveals that certain radio stations are unhappy with the survey because it would deny them access to adverts from various advertising agencies.
According to some of them, notwithstanding the fact that the survey was carried out by an international research outfit, there was the need to support and encourage it to guide all stations in activities on air.
A marketing consultant, William N. O. Osei, who spoke to BEATWAVES, said the survey was a good idea which would help the radio stations in the country to restructure their operations and programmes to the required standard.
According to him, the survey's intent was not to demoralize radio stations but to serve as a guideline in their activities.
He attributed the success of stations like Peace FM, Okay, Adom FM, Oman FM and Joy FM to hard work by its staff, who always ensure that they give listeners what they want.
By George Clifford Owusu
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