Evaluation of Radio Drama Listenership in Adamawa, Borno and Yobe States, Nigeria

This project is a two-phase evaluation of two radio dramas that are parts of the Integrated Regional Stabilization of the Lake Chad Basin in northeast Nigeria. The programme, which was developed and produced by PMC-Nigeria with supports from UNDP and Government of Germany, integrates key issues relating to community harmony into 26 edutainment episodes in Hausa and Kanuri languages (a total of 52 episodes). The Lake Chad Basin Project, which the dramas are part of, seeks to support four country governments and their local authorities in the development and launching of a common regional approach to stabilization (including cross-border processes of reconciliation and prevention of violent extremism). The countries and their respective regions are Nigeria (Borno, Yobe, Adamawa), Niger (Diffa), Cameroon (Far North / Logone et Chari & Mayo Tsanaga), Chad (Lac, Kanem, Hadjer-Lamis). It also seeks to promote regional stability through the strengthening of community security, local governance and peacebuilding / reconciliation and prevention of violent extremism in 20 critical border communities. Other objectives are provision of support for reintegration of former vigilantes and people associated with Boko Haram, (including surrendering fighters) and victims into crisis-affected communities of the Lake Chad Basin, while preparing and equally supporting receiving communities. Thus, the PMC-UNDP radio dramas in Nigeria constitute one (out of 19) key activities for achieving the second objective, which has four output targets, which consists Radio and TV outreach programmes that embody reconciliation messages and counter-narratives. Through culturally resonant characters, the dramas particularly seek to raise awareness and promote role modelling and positive behaviour change in the following areas:

  • Peacebuilding
  • Social Cohesion
  • Community Policing
  • Youth Violence and Extremism
  • Youth Engagement in productive activities
  • IDPs and Cross-Border Issues
  • Sexual and Gender-based Violence

The programme is broadcast in Hausa (titled Wanda Bai Ji Bari Ba) and Kanuri (titled Kam Fanturo Wajiya) on four radio stations in Borno (Dandal Kura Radio and Peace FM), Adamawa (Gotel Radio) and Yobe (Yobe State Broadcasting Corporation). The respective dramas are aired at least three times and two days in a week. The key messages of the dramas are:

  1. The need for parents and caregivers to pay attention to the early signs of their children being involved in nefarious activities.
  2. Equal opportunities for both male and female in terms of economic and financial growth and in their social lives.
  3. Respect for the female gender and their inclusion in decision making both in and outside the home.
  4. The importance of giving repentant extremist youths a second chance through reacceptance into the society.
  5. Encouraging IDPs to take personal responsibility for their reintegration into society through the acquisition of skills.

The Fourthman Management Services is leading the evaluation of the dramas to understand how their audience can relate to the characters and situations presented as well as how the information presented is used to improve lives and the future of Nigeria. The team lead for the study is Chidi Ezegwu.

Evaluation Questions

1 How popular is the on-going radio dramas among the Adamawa, Borno and Yobe residents?
1a What is the level of the Radio Drama listenership in Adamawa, Borno and Yobe?
1b What categories of the audience listen to the dramas?
1c How popular are the dramas among their listeners?
2 How are the listeners able to use the information to help themselves and other members of their communities?
3 How has the radio drama influenced people’s choices, perspectives and behavioural orientations?

Evaluation Design

The evaluation has been designed to last for two months. In each month (May and June), a total of 150 people would be surveyed in each state, totalling 450 respondents each month. In the second month (June), additional 30 respondents (10 in each state) would be interviewed to learn from their views and experiences on the popularity and impact of the dramas. Both the survey and the interviews are planned to be conducted over the phone.

During the airing of the drama, listeners would be requested to volunteer to participate in the evaluation. Listeners networks and associations may also help in identification of possible volunteers. Volunteers must be above 18 years old and their consents are required for participation. The interviews would be conducted in the languages of the drama (Hausa and Kanuri). Information collected during this evaluation would be used for the evaluation reports and papers alone. No participants’ identifiable information would be included in either the report or papers.

If you have any question relating to the evaluation, please send an email: chidi.ezegwu@yahoo.com

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.