CBS opened a new chapter in radio programming in Uganda by departing from what was regarded as popular radio where all fm radio stations were an emulation of American and European music radio formats. CBS started on the unbeaten track seeking to be relevant to its audience identity and adopted the local format with most programs being broadcast in a range of local languages with Luganda using up most airtime on 88.8 fm while 89.2 fm enjoys a blend of other languages including English.
Primarily edutainment stations focusing on delivery of educative information, CBS programming recognizes and emphasizes traditional and cultural values as vital pillars and catalysts in development. Music and programs are therefore specifically packaged to reflect the desires and aspirations of the stations target audience.
Because of the unique nature of CBS’s product, it attracts all categories of listeners with 88.8 fm skewed towards adults, in the ABC & D classes all of whom understand and cherish their local culture & 89.2 FM addressing the more youthful audience who live the central Uganda culture. CBS listeners therefore range from top policy makers, the government technocrats, the middle class as well as the locals of all walks of life.
As such CBS has come to be popularly known as “Radio Yaffe” which inferences mean “Our radio station” or “the peoples’ own radio” respectively.
CBS radio is the leading electronic media house in Uganda with over 10 million active listeners every day. Due to CBS social, economic and cultural influence, some of CBS listeners organized the selves into form an organized social group to champion the radio’s cause.
The fans or loyalists of Central Broadcasting Service Ltd (CBS FM) are the primary consumers of CBS FM’s on air product and other projects. They decided to form a club through which they would get a chance to interact with people of similar interests hence the creation of CBS Fans Club on the 19th July 1997 exactly one year since the official opening of their beloved Central broadcasting Service (CBS FM). They started as a Kampala Listeners Club but after sometime its demand increased and so the club spread its wings to cover other districts in the country where the Radio was broadcasting.
The districts include Wakiso, Mukono, Jinja, Masaka, Mityana, Kalangala, Luweero, Nakasongola, Rakai and many others. They have branches with functioning executives of 3,456 memberships in the counties of Buganda Kingdom: Kyaddondo, Busiro, Mawokota, Buluuli, Bulemeezi, Butambala, Buvuma, Ssingo, Kyaggwe, Kooki, Buddu and Kabula.
The memberships of the CBS Fans Club have grown from the initial 80 to 20,000 as of 2011.
Objectives of CBS Fans Club:
The club has hope of creating more CBS Fans Club Branches, enlarge existing projects and create new ones, and get involved always in CBS FM’s projects and programs whenever they may be called upon.
CBS covers central Uganda (with 80% of Uganda’s disposal income) eastern Uganda and portions of western Uganda and enjoys the highest audience ratings in central and southern Uganda (see latest statistics). CBS’s total area of coverage avails the station an audience of approximately ten million people and 90% of Uganda’s disposable income.
Our transmitters at 126 meters in Buziga hill allows us to reach territories within over 30 districts.
Audience Size and Characteristics
It is estimated that CBS commands an audience of over 3.5 million loyal listeners, given the scope of the stations coverage (see table below) and the fact that Uganda’s population is concentrated in Buganda (appx. 6 million people).
The audience patterns vary with the time of the day, with the highest being experienced on weekday mornings as well as Sunday evenings when the Kabaka (King) addresses his intensely loyal subjects (this program Agafa E’Mengo) which translated means Kabaka’s address from the seat of parliament is widely followed especially by Baganda not only within, but also those living, visiting and/or working abroad through our website; www.cbsfmbuganda.co.ug
Districts Covered By CBS