Is radio programmes production and broadcasting marketable in Kenya? is a question that continues to puzzle many aspiring media students. With the media landscape rapidly shifting due to digital disruption, it’s crucial to understand whether this traditional form of broadcasting still offers meaningful career opportunities. While radio remains a key source of information and entertainment in Kenya, the question is: does the course translate into stable employment and career growth?

Job Market Demand for Radio Production Graduates in Kenya

While radio is still consumed by over 70% of Kenyans daily (according to a 2023 GeoPoll media consumption report), the job market for radio production graduates is limited and highly competitive. An analysis of top job platforms and newspapers in Kenya over the last 6 months at the time of publishing this article shows fewer than 20 radio-related job listings monthly, and many of them prefer multi-skilled applicants who can handle editing, marketing, or even TV production.

Employers like Royal Media Services, Standard Group, and Radio Africa Group hire sparingly, often based on experience rather than qualification alone. Therefore, we can confidently rate the marketability of this course as LOW, primarily due to oversupply of graduates and a shrinking traditional radio job market.

Is radio programmes production and broadcasting marketable in Kenya: Certificates vs Diplomas vs Degrees: What’s Better?

When it comes to qualifications, a degree in mass communication or media studies with a focus on radio gives students a broader edge. However, many successful radio professionals in Kenya began with diplomas from institutions like Kenya Institute of Mass Communication (KIMC), which emphasize hands-on training.

Certificates may be too shallow to secure jobs unless backed by strong talent or internship experience. Thus, diplomas offer the best balance between cost, duration, and market value—especially when paired with skills in audio editing, social media, and podcasting.

Should Students Pursue This Course?

No—unless the student is exceptionally passionate, talented, and ready to diversify.

Available data does not support radio production as a secure or high-opportunity career path. Most graduates end up freelancing, volunteering, or branching into unrelated fields. Unless a student has a clear strategy to stand out—such as building a personal brand, podcast, or combining the course with marketing or tech—it’s not advisable to rely on this field for stable employment.

Alternative fields like digital content creation, journalism, or communications technology offer broader opportunities and better pay.

Salary Range in Radio Broadcasting in Kenya

Salaries in this field vary widely. According to Payscale and Glassdoor Kenya:

• Entry-level presenters or producers earn between Ksh 15,000 – Ksh 35,000 per month.
• Mid-level professionals with 3–5 years’ experience can earn Ksh 40,000 – Ksh 70,000.
• Top-tier presenters at major stations may earn up to Ksh 150,000+, but this is rare and usually based on audience pull rather than qualifications.

Final word: Is radio programmes production and broadcasting marketable in Kenya

While radio remains a beloved platform in Kenya, radio programmes production and broadcasting as a course is not very marketable. The demand for specialized radio graduates is low, and the media industry increasingly seeks multi-skilled digital storytellers over traditional radio experts.

Unless one is highly passionate and willing to evolve with the digital wave, students are better off pursuing media-related courses with broader scopes. For success, focus on diverse skill sets, digital adaptability, and personal branding—not just the course title.