INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
The Role of FM Radio Stations in Promoting Local Sports in Kenema  
City, Eastern Sierra Leone  
1Osman Sesay, 2Edward Lamin Monya Junior  
1 M. Phil Scholar, Department of Human Kinetics and Sports, Njala University, Bo Campus, Sierra  
Leone.  
2 Department of Mathematics Faculty of Basic and Applied Sciences, Eastern Technical University of  
Sierra Leone.  
DOI: https://doi.org/10.51583/IJLTEMAS.2025.1411000007  
Received: 15 November 2025; Accepted: 25 November 2025; Published: 01 December 2025  
ABSTRACT:  
Background: Local sports in Kenema City, Eastern Sierra Leone, often suffer from low visibility and limited  
institutional support. FM radio is the most accessible medium in the region, yet its specific role and effectiveness  
in promoting local sports remain under-examined.  
Objectives: This study assessed the strategies used by FM radio stations in Kenema to promote local sports,  
examined listener perceptions and attitudes, and identified the challenges faced by sports presenters.  
Methods: A mixed-methods approach was employed. Quantitative data were collected via structured  
questionnaires from 120 listeners and stakeholders. Qualitative data were gathered through 10 interviews with  
sports presenters and 3 focus group discussions with community sports fans. Data were analyzed using  
descriptive statistics and thematic content analysis.  
Findings: Findings indicate that while most FM stations offer sports coverage, programming is often irregular  
and lacks depth. Key promotional strategies include discussions (33.3%), call-in shows (16.7%), and interviews  
(16.7%). Coverage is heavily dominated by international football (79.2%), with local sports receiving minimal  
attention. Listeners value sports programming for community cohesion but report dissatisfaction due to  
presentation quality and perceived bias. Presenters face significant constraints, including inadequate funding  
(33.3%), lack of training (33.3%), and poor equipment.  
Conclusion: FM radio holds significant potential to enhance local sports promotion in Kenema. However,  
structural and capacity limitations hinder its effectiveness. Stations should establish regular, dedicated sports  
slots, improve presenter training, and actively engage with local sports associations. Diversifying coverage  
beyond football is critical for fostering a more inclusive local sports culture.  
Keywords: FM Radio, Local Sports, Sports Promotion, Community Media, Kenema, Agenda-Setting, Uses and  
Gratifications.  
INTRODUCTION  
FM radio has been globally recognized as a key tool for community development and social promotion, including  
in the sports sector (UNESCO, 2014). In Sierra Leone, community radio serves as a vital grassroots  
communication platform (NFWA, 2021). Its affordability, accessibility, and wide reach, especially in semi-urban  
areas like Kenema City, make it a powerful medium (BBC Media Action, 2019). In contexts with limited  
sporting infrastructure and media resources, FM radio fills a critical gap left by national media, which often  
focuses on international or elite-level sports.  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
Despite the proliferation of FM stations in Sierra Leone, their specific impact on local sports promotion remains  
under-researched. There is a particular lack of empirical data on how stations in Kenema structure their sports  
programming and how the audience perceives these programs. This study, therefore, aims to bridge this gap by  
investigating the role of FM radio in promoting local sports in Kenema City, examining the strategies used,  
assessing listener engagement, and evaluating the challenges faced by broadcasters.  
LITERATURE REVIEW AND THEORETICAL FRAMEWORK  
This study is anchored by two complementary theoretical frameworks: Agenda-Setting Theory (McCombs &  
Shaw, 1972) and Uses and Gratifications Theory (Katz, Blumler, & Gurevitch, 1973).  
Agenda-Setting Theory posits that media do not tell people what to think but what to think about. By consistently  
featuring certain topics, media shape public perception of their importance. Applied here, frequent and prominent  
coverage of local sports on FM radio can elevate their status within the community, making them a matter of  
public interest and discussion.  
Uses and Gratifications Theory, conversely, focuses on the active role of the audience in selecting media to  
fulfill specific needs. Listeners may tune into sports programs for entertainment, information about local events  
and teams, social interaction through shared experiences, or personal identity reinforcement by supporting local  
talent (Coakley, 2015). The success of sports programming hinges on its ability to meet these gratifications.  
Existing literature shows that FM radio stations commonly use live commentaries, talk shows, and call-in  
segments to engage listeners (Meyer, 2017; Kawadza, 2020). However, in Sierra Leone and similar contexts,  
this potential is often hampered by financial constraints, inadequate training, and a documented bias towards  
international football, which marginalizes local sports and athletes (Conteh, 2021; Sesay, 2021). This study  
builds on this foundation by providing empirical data from Kenema to validate and contextualize these broader  
challenges.  
METHODOLOGY  
A convergent mixed-methods design was employed to provide a comprehensive analysis. The study was  
conducted in Kenema City, Eastern Sierra Leone.  
Participants and Sampling: A total of 120 participants were recruited. This included 60 local sports fans, 22  
sports organizers, 20 athletes, and 18 FM radio sports presenters. A combination of convenience sampling (for  
listeners and stakeholders) and purposive sampling (for presenters) was used.  
Instruments and Data Collection:  
- Quantitative: A structured questionnaire, pilot-tested for clarity and reliability (Cronbach's Alpha > 0.7 for  
key scales), was administered to all 120 participants.  
- Qualitative: Semi-structured interviews were conducted with 10 sports presenters, and 3 Focus Group  
Discussions (FGDs) were held with community fans.  
Data Analysis: Quantitative data were analyzed using descriptive statistics (frequencies, percentages).  
Qualitative data were transcribed and analyzed using thematic content analysis to identify recurring themes and  
patterns.  
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RESULTS AND DISCUSSION  
Table 1: Distribution of Questionnaires to FM Radio Stations  
No  
FM  
Radio Location  
Frequency Questionnaires Questionnaires  
%
Station  
(MHz)  
Administered  
Returned  
1
2
SLBC  
Maxwell Kobe St. 93.5  
12  
12  
12  
12  
10  
Star  
Radio  
Line 16 Bockari Gbay 98.5  
St.  
10  
3
4
Top Radio  
IDA  
103.7  
92.5  
12  
12  
12  
12  
10  
10  
Kamboi Radio Sierratel  
Compound  
5
6
Nyapui Radio  
Reservation  
106.1  
101.3  
12  
12  
12  
12  
10  
10  
Radio  
Nyandeyama  
Nongowa  
7
Gola  
Agri Maxwell Kobe St. 100.3  
12  
12  
10  
Radio  
8
Voice of Islam Nyandeyama  
Rema Radio Kpayama  
Eastern Radio Fonikoh  
Vote FM Plaza  
106.3  
| 92.5  
101.9  
88.5  
12  
12  
12  
12  
132  
12  
12  
12  
12  
132  
10  
9
10  
10  
11  
Total  
10  
10  
110  
Note: The total number of questionnaires administered and returned was 132, representing 12 questionnaires for  
each of the 11 stations.  
Table 2: Gender Distribution of Respondents  
No  
1
Sex  
Male  
No. of Respondents  
%
| 100  
20  
83.3  
16.7  
100  
2
Female  
Total  
120  
Table 3: Distribution of Respondent Stakeholders  
No.  
1
Stakeholder Category  
Respondents  
22  
%
Sports Organizers/Administrators  
18.3  
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
2
3
4
FM Radio Sports Presenters/Managers 18  
15.0  
50.0  
16.7  
Local Fans 60  
Athletes/Players (Amateur & Semi- 20  
professional)  
Total  
120  
100  
Dominance of Football and Agenda-Setting  
The findings reveal a stark imbalance in sports coverage.  
Table 4: Strategies Used by FM Radio Stations to Promote Sports  
No.  
Role/Strategies  
Discussion  
No. of Respondents  
%
1
40  
6
33.3  
5.0  
2
Commentaries  
Advocacy/Event Promotion  
Coverage  
3
20  
10  
20  
20  
4
16.7  
8.3  
4
5
Call-in Show  
Interviews  
16.7  
16.7  
3.3  
6
7
Others  
Total  
120  
100  
Table 5: Forms of Sports Featured on FM Radio  
No.  
Forms of Sports  
Football  
Number of Respondents  
%
1
80  
66.7  
25.0  
8.3  
2
Athletics  
30  
3
Others  
10  
Total  
120  
100  
Table 6: Dominant Sporting Activities Featured  
No.  
1
Dominant Sports  
International Football  
Local Football  
Others  
Number of Respondents  
%
95  
15  
10  
79.2  
12.5  
8.3  
2
3
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INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XIV, Issue XI, November 2025  
Total  
120  
100  
Football constitutes 66.7% of featured sports, and within that, international football dominates (79.2%), while  
local football receives only 12.5% of attention (Table 5 & 6).  
Discussion: This aligns with Agenda-Setting Theory. The overwhelming focus on international football,  
particularly European leagues, sets a public agenda that prioritizes foreign sports culture over local athletic  
endeavors. This marginalizes local sports, shaping community perception that they are less important or  
entertaining. Consequently, local athletes receive little recognition, and community pride remains untapped. This  
trend is consistent with findings from other West African cities where commercial pressures and listener demand  
for popular international content often overshadow local sports (Akindele, 2017; Conteh, 2021). In contrast,  
rural community stations with stronger local ties might offer more balanced coverage, suggesting that Kenema's  
stations are operating in a transitional space between commercial and community models.  
Listener Engagement and Uses & Gratifications  
Listener perception data shows a strong preference for accessible and relevant content.  
Table 7: Factors Influencing Listener Perception and Engagement  
No  
Relevance & Language  
Familiarity  
No. of Respondents  
%
1
Relevance & Language  
Familiarity  
100  
83.3  
2
Others  
20  
16.7  
Total  
120  
100  
Table 8: Challenges Faced by FM Radio Sports Journalists/Presenters  
No.  
Challenges/Problems  
Funds  
No. of Respondents  
%
1
40  
20  
40  
15  
5
33.3  
16.7  
33.3  
12.5  
4.2  
2
Electricity  
Training  
3
4
Intimidation  
Others  
5
Total  
120  
100  
Table 9: Suggestions for Enhancing Local Sports Development  
No.  
1
Suggestions  
No. of Respondents  
%
More coverage to local sports  
To cover other sports  
60  
40  
50.0  
33.3  
2
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3
Design Local Sports Activities  
20  
16.7  
Total  
120  
100  
83.3% of respondents valued "Relevance & Language Familiarity." Furthermore, 85% believed sports programs  
are important for community cohesion, yet 40% reported perceived bias in coverage.  
DISCUSSION:  
From a Uses and Gratifications perspective, listeners actively seek content that is relevant and accessible in local  
languages to fulfill their needs for social integration and local identity. The high value placed on community  
cohesion indicates that sports programming serves as a virtual public square. However, the dissatisfaction with  
quality and perceived bias indicates a significant gap between audience expectations and the gratifications  
provided. When programs fail to deliver deep, unbiased local coverage, the potential for fostering strong local  
sports culture is diminished. The primary suggestion from respondents (50%) was for "more coverage to local  
sports" (Table 9), directly indicating an unmet need for localised content.  
Strategies and Structural Challenges  
The primary strategy for promotion was "Discussion" (33.3%), while more interactive formats like "Call-in  
shows" and "Interviews" accounted for 16.7% each (Table 4). Presenters cited "Funds" (33.3%) and "Training"  
(33.3%) as their most significant challenges (Table 8).  
Discussion: The reliance on studio discussions over live, interactive, or on-the-ground reporting reflects the  
structural constraints faced by stations. Inadequate funding prevents travel for event coverage and investment in  
better equipment, while lack of training results in lower presentation quality. This creates a cycle of  
underperformance: limited resources lead to poor content, which fails to fully engage the audience or attract  
significant advertising, thereby perpetuating the resource gap. This situation is often more acute in mid-sized  
cities like Kenema compared to the capital, Freetown, where media houses may have better access to resources  
and training.  
CONCLUSION AND RECOMMENDATIONS  
This study concludes that FM radio stations in Kenema City are underutilizing their significant potential to  
promote local sports. While they serve as a primary information channel, their impact is curtailed by a heavy  
bias towards international football, inconsistent programming, and significant structural challenges related to  
funding and personnel training.  
To address these issues, the following recommendations are proposed:  
1. Diversify Sports Coverage: Stations should consciously apply Agenda-Setting principles by creating  
mandatory, scheduled weekly segments dedicated to non-football sports like athletics, volleyball, and traditional  
games. This can gradually shift public interest towards a more diverse local sports agenda.  
2. Enhance Listener Gratification: To better meet audience needs (Uses & Gratifications), stations should  
invest in presenter training to improve content quality and depth. Incorporating more local language commentary  
and robust interactive segments (call-ins, SMS polls) can enhance entertainment and social integration values.  
3. Forge Strategic Partnerships: Stations should actively partner with Local Sports Associations, schools, and  
community businesses. These partnerships can provide content (e.g., updates on school tournaments), co-sponsor  
coverage of local events, and create a sustainable model for promoting a wider array of sports.  
4. Capacity Building: Media development organizations and policymakers should prioritize targeted training  
workshops for sports presenters in mid-sized cities like Kenema, focusing on journalistic ethics, local sports  
knowledge, and technical production skills.  
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ACKNOWLEDGMENTS  
The author sincerely thanks all the FM Radio Stations, sports organizers, presenters, fans, and athletes in Kenema  
City for their invaluable participation and cooperation in this study.  
REFERENCES  
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