Podcasts as tools of content creation in radio newsrooms: a case study of capital FM Kenya

Abstract

Podcasting as a means of representation of diverse content provides a viable opportunity for greater interaction, powerful expression, and personal empowerment. It enables subscribers to listen to specific audio content anytime, anywhere on their devices via the internet. Its consumption has increased, leading traditional radio stations to experiment with creating content using this technology. Against this background, this study‘s aim was to determine how podcasts have influenced radio journalists in creating content as a way of bridging the gap occasioned by digital disruption (s). The study purposely sampled Capital FM Kenya as a case study, an urban English radio station that explores the digital space and is considered a pioneer in radio podcasting. The study was guided by three questions: What is the pattern of podcast production in radio newsrooms? How has the production of podcasts influenced radio journalists in creating content? How do selected radio listeners engage with radio podcasts? Theoretically, this study was informed by two theories, namely: Uses and Gratifications Theory (UGT), specifically looking at how audiences have been motivated by the content gratification, which is referred to as content on demand, and Technology Acceptance Model (TAM), inspired by the perceived usefulness of the podcasts. In an attempt to respond to the research questions, this study adopted the qualitative research approach, more specifically, the case study method. Twenty (20) participants out of 110 employees from Capital FM Kenya were sampled purposively, where the 15 interviewed comprised four heads of department from Programs, Editorial, Digital, Marketing, as well as nine reporters and two program assistants. Also interviewed were six selected radio listeners. An interview guide was designed with the questions structured to address the key issues from the research questions. The data generated was transcribed and analyzed thematically. On the preference for podcasts in radio newsrooms, findings revealed that podcasts are driven by the availability of a specific interesting topic, and journalists need to take advantage of not only the fact that podcasts are more affordable to produce and easy in distribution, but also the fact that podcasts do not have any given restrictions from the policy makers, allowing creativity. About how podcasts have influenced radio journalists in creating content, participants welcomed it since it provided a platform for them to share ideas/opinions on a talk show, such as the editorials and columns in print newspapers, and can grow an audience that subscribes to their content. Lastly, on how selected radio listeners engage with radio podcasts, this study found that the majority of the respondents had subscribed to a podcast, whereas another significant section had not, even though they listened to them. On their part, the selected listeners indicated that they listen to podcasts via digital devices, mostly smartphones, mainly due to an interest in the host (s) who is an authority in the unique content of the discussion. Findings support the conclusion that podcasts in radio newsrooms are a necessity because they provide an opportunity to increase their audience through creating unique content, therefore exploring the digital channel and bridging the content gap occasioned by the new media. The study recommends that the media (radio stations), which is the key stakeholder incorporate podcasts as a tool of content creation to capture new followers, maximizing audience engagement especially the young generation who are the biggest consumers - They will tune in because there‘s more air play compared to normal programmed radio content, so that the journalists can tap into the digital space while still upholding its place as traditional media.