Assessing the place of the vulnerable in public service broadcasting programmingcoverage a case study of Gbc’s Radio Upper West

Abstract

This study examines the ways by which Public Service Broadcasting programming and coverage serve the vulnerable using GBC Radio Upper West as a case study. The study was anchored on the tenets of Public Service Broadcasting, the concept of vulnerability and the Political Economy Theory of the Media. It used the qualitative research approach and the multiple methods of data collection such as in-depth interviews, focus group discussion and document analysis, to collect data from eight respondents from the period of May, 2019 to October, 2019. The data which was thematically analysed found out that Radio Upper West programming and coverage of the vulnerable respond to their special needs through diversified programming, advocacy and socio-economic empowerment, with the aim of breaking the cycle of negative societal practices against the marginalised. Also, the study discovered that the sustainability of Radio Upper West programmes and coverage relating to the vulnerable is seriously threatened by market forces such as competition and high cost of production. As the station attempts to stay afloat through revenue generation, it is forced to prioritise commercialisation over public service and by extension service to the vulnerable. This study also found that though the station, to an extent, seeks to operate in compliance with the Public Service Broadcasting principles of universal access and diversity, the participation of the vulnerable in programming and coverage is not much encouraging. The study argues that journalists at Radio Upper West are vulnerable themselves and susceptible to being at the beck and call of the powerful elite to the detriment of the vulnerable. It is one of such reasons that this study affirms the real threats posed to the Public Service Broadcasting value of universal access and participation. This study recommends to public service broadcasters to find innovative ways of making conscious allocations to the programming and coverage of the vulnerable in order to give true meaning to the principle of universal access and participation.