Executive Summary       

Kano State, being the most populous and the epicentre of Nigeria’s commerce and politics, is one of the leading Nigerian states with a vibrant, unique, and emerging media industry. However, there is a dearth of statistics and industry-focused research that explain and document the history, nature, and evolving patterns of its vibrant media industry—broadcast (radio, TV), film and music (Kannaywood), print media (conventional and online newspapers), and social media, leaving gaps in historical documentation, managerial and strategic insights. The Sahel Centre for Information, Media, and Development Research (SCIMDER) embarks on a groundbreaking mission to illuminate this uncharted territory, beginning with the state’s most ubiquitous medium: radio. With 30 active radio stations as of December 2024, Kano’s airwaves pulse with opportunity, competition, and untapped potential.

As an exploratory and maiden study, we aim to examine listeners’ attitudes towards radio, information access and its barriers, listenership patterns and habits, opinions about radio programming, radio station awareness and preferences, and emerging trends in media consumption. We used a mixed-method design: a survey, in-depth interviews, and field observations. We administered 737 questionnaires across nine local governments, three from each senatorial zone.