Whether in the streets of Kigali or in the rural provinces, one can always hear the hum of someone’s radio. Chat shows, news, music and religious services fill our airwaves.

Since 1994, when the Government authorised private ownership of radios, coverage has been growing. Today the majority of Rwanda’s population now experiences the joy of radio.

"Radio coverage in the country now reaches up to 90 per cent of the country,” says Albert Rudastimburwa, president of Rwanda’s private media owners club, The Press House.

As Rudastimburwa points out, radio is now a major part of social and public life, despite the fact that FM radio stations only began four years ago.

Since 2004, when Radio Contact, Radio Flash, National University of Rwanda-School of Journalism, Radio Tel-10 and Adecco Radio, received licenses to compete with Radio Rwanda, FM radio has shaped or directed popular culture in the country.

Rudastimburwa, who is also the managing director for Contact FM, explains that Contact FM covers 90 per cent of the country apart from Gicumbi, his radio station reaches an average two million Rwandans daily and covers parts of Northern Burundi and North West Tanzania.

Local Government officials in Kabuga have even expressed a wish for every family to have a radio set. Breaking the monopoly formerly enjoyed by Radio Rwanda, private radio stations offer choice and variety hitherto unknown in Rwanda.

Rwandans regardless of age, gender or class are becoming increasingly better informed. Radio in Rwanda has become a diverse sector with massive audiences who are increasingly becoming more informed.

"In some areas, radio is still the only information medium available for the residents,” says George Muganga a private public health expert.

"Expanding radio broadcasting has contributed to accelerating public awareneness.”

Not only do more Rwandans have access to radio than television but Rwanda’s vibrant radio media serves a mixture of French, English, Kinyarwanda and Swahili languages.

None are excluded from its reach. And such diversity is thought to make it a particularly reliable media form. Furthermore, the radio has become a powerful weapon of marketing for businesses, politicians, the Government and NGOs.

Japanese ambassador to Rwanda, Ryuzo Kikuchi, while acknowledging his government’s contribution in funding the development of radio in Rwanda, explained, "radio will be very helpful in the fight against poverty.”

Despite such scope and such success thus far, even today private radio stations still face serious problems. Perhaps the biggest challenge is funding in the form of advertising.

Rudastimburwa explains that due to a small private sector in the country, radio stations are not receiving money from advertising.

However Rwanda’s private radio owners despite the contribution of their media in say the fight against HIV/Aids or popular European football live commentary are not happy.

"Advertising is so poor, major institutions like financial services like banking have not been supportive. They are just caring about money coming to their banks not encouraging the development of other institutions in the private sector”, says Rudastumburwa.

Rudastimburwa continues; "I believe radio in Rwanda is well organized but because of limited revenue we are still limited to our bare minimum in offering quality services to the audience. We can’t hire competent labour to improve our services. The private sector in the country save for corporate organizations like MTN, BCR have been supportive. The rest have not yet realized the benefit of advertising.”

It is hoped that companies will take advantage of the popularity of radio and use airwaves for advertising, which is after all considered the backbone of private sector development.The other major problem is access to information.

As an example, Rudastimburwa points to the earthquake of February 4 that claimed over 40 lives and Frw5b worth of property.

"Honourable Mugambage took official information only to Radio Rwanda concerning the earthquake and the rest we were left in speculation. So there was this text message that was being sent to everybody that another earthquake was appearing at 11p.m. the same day.”

"Sometimes you have who gets to the studios, answers the phone but has nothing for the audience in terms of information,” he adds.

Albert Mungu, a journalism expert in Kigali, explains that while the radio industry is well established elsewhere, Rwanda’s private radio is still in its first generation.

"It is delivering at the minimum level because it is the fist time that an audience has been able to interact and influence public opinion. It is for the first time in the country that you can able to listen to radio and send SMS to a live programme while using your own phone.”

It seems then that Rwanda’s already flourishing radio is set to go from strength to strength.

Ends