THE ROLE OF COMMUNITY RADIO IN LIVELIHOOD IMPROVEMENT: THE CASE OF SIMLI RADIO

Abstract

The present study focuses on the contribution of Simli Radio to the livelihood improvement of the people in the Tolon-Kumbungu District of the Northern Region of Ghana. A multi-stage sampling technique was used to select 12 communities for the study. Data were gathered on the use of broadcasting as an educational tool, the promotion of traditional culture, communication and information sharing, entertainment and income promotion. The study established that Simli Radio has worked to improve awareness and knowledge of solutions to community development problems ranging from culture, rural development, education, hygiene and sanitation, agriculture to local governance. The station has been an appropriate medium that has facilitated an interface between duty bearers and rights holders. It has promoted small and medium enterprise development by creating market opportunities for Small and Medium Enterprise (SME) operators and consequently improved sales and incomes. It is recommended that regular feedback from the listening public is essential in identifying listeners’ preferences and the taste of various listeners segments (youth, women, men, aged, etc) and to avoid politics and religion.