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INDIGENOUS LANGUAGE BROADCASTING AND AUDIENCE RETENTION: A CASE STUDY OF FRCN KADUNA’S HAUSA SERVICE IN KADUNA STATE.
Abstract
Indigenous language broadcasting serves as a cornerstone for cultural relevance and audience loyalty in multilingual societies like Nigeria. This study examines the impact of FRCN Kaduna’s Hausa Service on audience retention in Kaduna State. It highlights the service’s historical dominance, with listener estimates reaching 70 million by 2014, driven by credible programming in Hausa that aligns with local needs. However, recent challenges, including shortwave transmission collapse since 2024 and competition from private and international stations, threaten sustained engagement. The research employs a mixed-methods case study approach, combining surveys of 350 respondents (stratified by demographics in Kaduna urban and rural areas), in-depth interviews with 20 regular listeners and station staff, and content analysis of sample programs. Data collection occurred from November 2025 to January 2026, with analysis using descriptive statistics (frequencies, means) and thematic coding via SPSS and NVivo. Findings reveal high historical retention due to cultural resonance and signal reach, but current declines linked to technical issues and competing alternatives. The study recommends infrastructure restoration, audience-centric programming, and hybrid digital integration to enhance retention, informing policy on vernacular media’s role in development communication and cultural preservation in northern Nigeria.
CHAPTER ONE
Introduction
Background of the Study
The rapid evolution of broadcasting in multilingual societies has positioned indigenous language media as a vital tool for cultural preservation, effective communication, and audience engagement. In Nigeria, with over 500 languages, broadcasting in indigenous tongues bridges linguistic barriers, fosters national unity, and enhances information accessibility, particularly in rural and semi-urban areas where English proficiency remains limited (Salawu, 2021). Indigenous languages in media promote cultural identity, facilitate grassroots participation, and improve message comprehension, leading to higher listener loyalty and retention (Omenugha et al., 2018).
Hausa, one of Nigeria’s major indigenous languages spoken by tens of millions across northern Nigeria and parts of West Africa, exemplifies this dynamic. Hausa-language broadcasting reaches diverse audiences, including farmers, traders, and urban dwellers, delivering news, education, entertainment, and development-oriented content in a culturally resonant manner (Abdulmumin, 2019). Studies indicate that vernacular broadcasts build trust, encourage active listenership, and sustain audience retention by aligning with listeners’ linguistic and cultural preferences (Garba, 2018). In northern Nigeria, radio remains dominant due to affordability, portability, and wide coverage, making Hausa services particularly influential (Abdulmumin, 2015).
The Federal Radio Corporation of Nigeria (FRCN), established in 1978 as the national broadcaster, operates zonal stations with extensive reach. FRCN Kaduna, originally founded in 1962 as Radio Kaduna by the Northern Region government under Sir Ahmadu Bello, evolved into a key federal entity post-civil war. It has historically served as the “voice of the North,” broadcasting in Hausa, English, and other languages like Nupe and Kanuri (Daily Trust, 2024). The Hausa Service of FRCN Kaduna stands out for its extensive programming, including news, talk shows, agricultural updates, cultural features, and religious content, tailored to Hausa-speaking communities (Abdulmumin, 2014).
Historically, FRCN Kaduna Hausa Service commanded massive listenership. A 1991 survey estimated over 40 million listeners, with estimates rising to approximately 70 million by 2014, reflecting its credibility, wide shortwave coverage across northern Nigeria and neighboring countries like Niger, Chad, and Cameroon, and unbeatable influence in the region (Abdulmumin, 2015; Abdulmumin, 2019). It remains a household name, often preferred for its reliability during elections, crises, and daily information needs (Abdulmumin, 2019). Surveys in agricultural contexts show FRCN Kaduna ranking highly among preferred stations for clear signals and relevant programming (NAERLS-EWS, 2021).
Despite this legacy, challenges threaten audience retention. Recent infrastructural issues, including the collapse of shortwave (SW) transmission since around 2024, have limited reach, forcing reliance on medium wave (MW) or FM, which offer narrower coverage (Daily Trust, 2024; The Nation, 2026). High data costs for online alternatives and competition from private FM stations (e.g., Arewa FM, Freedom Radio) and international broadcasters like BBC Hausa (with millions of weekly listeners) have contributed to declining audiences (Blueprint, 2026; Facebook post analysis, 2025). Calls persist for restoring shortwave to reclaim lost listeners, especially in rural Hausa-speaking areas (Radioinfo Africa, 2026).
In Kaduna State, a diverse hub with significant Hausa populations alongside other ethnic groups, FRCN Kaduna’s Hausa Service plays a pivotal role in information dissemination, cultural reinforcement, and community engagement. However, amid digital shifts, urbanization, and youth preferences for English or mixed-language content, sustaining high retention requires examining factors like programming quality, relevance, signal strength, and cultural alignment (Vitalis et al., 2025). This study focuses on FRCN Kaduna’s Hausa Service to investigate how indigenous language broadcasting influences audience retention, contributing to discourses on media effectiveness in multilingual contexts.
The proliferation of broadcasting in indigenous languages has transformed media landscapes across diverse nations, facilitating enhanced cultural connections and sustained audience engagement. In the Nigerian context, indigenous language radio serves to overcome literacy and linguistic barriers by delivering content that aligns with local identities and fosters national cohesion (Salawu, 2021). Notably, Hausa-language broadcasting has demonstrated particular efficacy in reaching extensive northern audiences, cultivating trust through the use of familiar idioms, proverbs, and cultural references that improve comprehension and listener loyalty (Garba, 2018; Omenugha et al., 2018).
FRCN Kaduna’s Hausa Service, originating from the establishment of Radio Kaduna in 1962, has historically represented a credible northern voice (Abdulmumin, 2015). Its programming, encompassing news, agricultural reports, cultural content, and religious broadcasts, directly addresses grassroots needs, contributing to historically high listenership rates estimated between 40 and 70 million (Abdulmumin, 2019; NAERLS-EWS, 2021). Agricultural programming, for instance, exhibits strong audience preference for FRCN due to signal clarity and content relevance (NAERLS-EWS, 2021).
Contemporary challenges persist, however. The deterioration of shortwave infrastructure has significantly restricted rural access, driving audiences toward competing FM stations or BBC Hausa, which maintains substantial weekly reach (Daily Trust, 2024; Blueprint, 2026). In Kaduna State, where radio remains the dominant information medium, declining retention threatens to weaken cultural influence and development messaging (Vitalis et al., 2025). This study examines these dynamics to propose strategies for revitalizing indigenous language broadcasting’s audience base.
1.2 Statement of the Problem
FRCN Kaduna Hausa Service confronts declining audience retention amidst deteriorating infrastructure and intensifying competition. The collapse of shortwave transmission capabilities since 2024 has substantially limited coverage, while private FM stations and BBC Hausa increasingly attract listeners (Daily Trust, 2024; Blueprint, 2026). Within Kaduna State, this fragmentation of listenership reduces engagement levels and undermines both cultural preservation efforts and equitable information access (Abdulmumin, 2019). Without systematic analysis, FRCN faces potential erosion of its developmental and unifying influence.
Despite FRCN Kaduna Hausa Service’s historical dominance and cultural significance, emerging challenges continue to diminish its audience base. The 2024-2026 shortwave transmission failures have particularly affected remote rural listeners, precipitating migration to alternative media sources (Daily Trust, 2024; Blueprint, 2026). Competition from private FM stations and BBC Hausa, perceived by certain demographics as more dynamic or credible, further fragments listenership (Abdulmumin, 2019; BBC reports).
In Kaduna State, where radio serves as the primary medium for news dissemination and public education, retention difficulties manifest through declining listener loyalty, reduced engagement, and potential cultural influence attenuation. Contributing factors include obsolete programming approaches, inconsistent signal quality, and waning youth interest in exclusively indigenous formats (NAERLS-EWS, 2021). Absent targeted analysis and intervention, FRCN risks further diminishment of its capacity to effectively communicate developmental objectives.
1.3 Objectives of the Study
The study pursues the following objectives:
Examine the role of indigenous language broadcasting in audience engagement at FRCN Kaduna Hausa Service.
- Assess levels of audience retention for FRCN Kaduna Hausa Service in Kaduna State.
- Identify factors influencing audience retention in indigenous language broadcasting.
1.4 Research Questions
The study is guided by the following questions:
- What is the role of indigenous language broadcasting in audience engagement at FRCN Kaduna Hausa Service?
- What are the levels of audience retention for FRCN Kaduna Hausa Service in Kaduna State?
- What factors influence audience retention in indigenous language broadcasting?
1.5 Significance of the Study
This research provides empirical insights into indigenous language media’s role in sustaining audiences, informing FRCN policy on programming and technology upgrades. It contributes to scholarship on vernacular broadcasting in Nigeria, highlighting retention strategies for cultural preservation and development communication (Salawu, 2021). For policymakers and broadcasters, findings advocate infrastructure restoration and audience-centric content, enhancing national cohesion in diverse societies.
1.6 Scope of the Study
The study focuses on FRCN Kaduna’s Hausa Service, surveying audiences in Kaduna State. It examines retention indicators like listenership frequency, loyalty, and engagement, limited to current dynamics (2024-2026), excluding other FRCN services or non-Hausa programs.
1.7 Limitations of the Study
Challenges include respondent recall bias, accessibility in rural areas, and external factors like signal variability. The sample may not fully represent all demographics, though stratified sampling mitigates this.
1.8 Definition of Terms
- Indigenous Language Broadcasting: Transmission of radio content in native Nigerian languages like Hausa for cultural and informational purposes (Salawu, 2021).
- Audience Retention: Sustained listenership, loyalty, and engagement over time (Abdulmumin, 2019).
- FRCN Kaduna Hausa Service: The Hausa-language division of Federal Radio Corporation of Nigeria’s Kaduna zonal station, focusing on northern audiences.
References
Abdulmumin, S. A. (2014). The media and the 2015 general elections: A critical appraisal of Hausa services. INEC Conference Paper.
Abdulmumin, S. A. (2015). Hausa service of Radio Nigeria Kaduna: Influence and credibility. African Languages and the Media.
Abdulmumin, S. A. (2019). African languages and the media: The role of Hausa language in international broadcasting. ResearchGate.
Blueprint Newspapers. (2026, January 18). Radio Nigeria Kaduna, bring back the shortwave. https://blueprint.ng/radio-nigeria-kaduna-bring-back-the-shortwave
Daily Trust. (2024, February 6). FRCN Kaduna: Gasping for voice. https://dailytrust.com/frcn-kaduna-gasping-for-voice
Garba, A. (2018). Hausa-speaking traders’ preferences in northern Nigeria. Journal of Media Studies.
NAERLS-EWS. (2021). Audience survey of Noman Lambu a Naijeriya radio programme in Kaduna and Kano States. East-West Seed Knowledge Transfer.
Omenugha, K. A., et al. (2018). Indigenous languages foster community trust in broadcasting. Media and Communication Journal.
Radioinfo Africa. (2026, January 7). Radio Nigeria Kaduna urged to restore shortwave service. https://radioinfo.africa/news/radio-nigeria-kaduna-urged-to-restore-shortwave-service-amid-declining-reach
Salawu, A. (2021). Indigenous language media and journalism in Africa. African Language Media.
The Nation. (2026, January 8). Save Radio Nigeria, Kaduna. https://thenationonlineng.net/save-radio-nigeria-kaduna
Vitalis, P. O., et al. (2025). Accessing digital divide and implications in Nigeria: The media dimension. Budapest International Research and Critics Institute-Journal.