European football and radio contents selection in Uganda : the case of Radio Two

Abstract

The purpose of this study was to examine the European football and radio content selection at Radio Two. The study was divided into four major parts. The first part looked at how European football influences content selection and programming at Radio Two. The second part investigated the determinants of sports content at Radio Two, while the next part explored the opportunities and challenges created by European Football content for Radio Two. The last part gave recommendations on how radio content selection and programming can be improved amidst European football influence in a commercial radio broadcasting environment. The study used a mixed method approach and employed content analysis and in-depth interview methods for data collection. Content analysis was used to determine how European football influences the radio content selection and programming. In-depth interviews were held with media personnel, particularly the programme managers, sports editors, sports journalists and sales managers. The findings of the study indicate that more airtime is devoted to European football at the expense of local football. This is a pointer to the fact that the more airtime given to a particular programme shows more importance. From this understanding, European football programmes were perceived to be of greater importance at the radio station due to suppression of other content in the programming. These revelations are contextualised using gate keeping theory. The study draws conclusions and proposes other areas of inquiry on how radio content selection and programming can be enhanced in commercial radio broadcasting to promote the citizenry role. The researcher recommends a ‘public interest approach’ and enforcement of local content quotas by UCC to all sports programming to address the cultural hegemony propagated by European football content and programming at Radio Two.