DOI: 10.36347/sjahss.2015.v03i05.005

Pages: 979-985

This paper explores the impact of mobile integrated radio on the traditional radio[sometimes herein referred to as terrestrial radio] in Kenya. It was born of a study that explored media, audience and technology and based on descriptive research. The research target population constituted of university and college students, in which over 84.8% were between18 and 24 years. The reasons for targeting university and college urban youth included the fact that they are the most techno savvy population and therefore more exposed to technologies compared to other population segments. The findings show that there has been a paradigm shift from the former to the later occasioned by the technological advancement and other factors.