In East Africa, 37 percent of the target audience and 36 percent of the total population in Tanzania is tuning in weekly to Deustche Welle’s Kiswahili programming, according to a study conducted by DW, the U.S. Broadcasting Board of Governors and Gallup in 2012.
DW radio programming is received primarily via FM broadcasts by local partner stations in the East African country with 48 million residents. According to the study, the educational program “Learning by Ear” reaches 16 percent of its target audience and 14 percent of the total population in Tanzania weekly.
A qualitative market study conducted by Deutsche Welle and Ipsos Social Research Institute in Tanzania and Kenya, respondents described the offerings as “relevant, balanced and credible.” They also said that Deutsche Welle adds a new perspective to current affairs compared to local media.
Supported by a network of correspondents, journalists from five African countries work at DW’s headquarters in Bonn, Germany, to provide three hours of radio content daily. The programming is also available on the Kiswahili website, covering health, human rights, gender issues, the environment, youth, lifestyle and culture.
The editorial team is in contact with its audience on social media and via text message, and its Facebook page averages 330 interactions per post.