Kass FM: Globalizing Vernacular Journalism

By eCentury Team
The advent of FM radio in Kenya has revolutionized Kenya’s electronic media, with vernacular radio having particularly benefited. The emergence of Kameme FM, broadcasting in Kikuyu, in the late 1990s was an idea whose time was long overdue.

The political class then was not amused. Many politicians called for the banning of the station. Kameme strove and prospered. Kameme pioneered a new trend in journalism -- community media which hitherto shunned local languages being the main medium of delivery.

More than a decade later, vernacular FM stations are a legion. The Royal Media group has since established stations that broadcast in major local languages including Luhya (Murembe FM), Dholuo (Ramogi FM), Kalenjin (Chamgei FM), Kikuyu (Inooro FM) Gusii (Egesa FM) and others.
The emergence of Kass FM, which broadcasts in Kalenjin, was a turning point for the 6 million Kalenjin speakers, some of whom had been locked out of mainstream media by the language barrier. When Kass FM was established in April 2005, the power of vernacular journalism had been unleashed.

Currently, Kass FM is not only taking the lion’s share of listenership in Rift Valley Province, it has gone international, boasting two sister stations in Washington DC and London. Kenyans in the Diaspora, particularly those in US and UK, are able to follow local affairs and news from its Nairobi station. Likewise Kenyans are able to follow developments abroad where the Diaspora communities are located.

The Washington DC Kass station under Egyptologist Dr Kipkoeech Araap Sambu has enabled Kalenjin speakers in Kenya to follow the trends in the US. The professionals scattered throughout all the 50 states of US are able to make their contributions on radio. A weekly teleconference program, Kwanet Kotisaap (a team of seven) that gives a well-researched discussion on current issues and trends in Kenya and the US is one program that has had great impact. While the show is done in faraway US, it has had the effect of opening up the horizons for people living in remote villages in Kenya.

The programme is proof of globalization at work. Kenyans living in the developed world and who are privileged to be close to the heartbeat of new technological innovations and other novel ideas are passing the same to their compatriots back home via vernacular radio.
Technology, particularly the FM radio and the Internet, has had the other effect of turning

Kenyan native languages -- some of which are facing the danger of extinction -- global. Kass FM thus has innovatively made Kalenjin language both national and international. The language, which at the turn of the millennium appeared to be suffering the fatigue of western education, industrialization, and the challenge nationalism, with Kiswahili being the language of choice, seems to have had a new lease of life.

The impact of Kass among her listeners is immense. Musicians like Emmy Kosgei and Lillian Rotich have become international celebrities. Many a Kalenjin musicians have travelled throughout US and UK singing their hearts out.

Vernacular broadcasters have become icons and shapers of public opinion. For instance, Joshua Arap Sang, the presenter of a popular morning talk show, is to Kass FM what Larry King is to CNN. Sang is currently one of the most influential personalities in Kalenjin community. He has managed to secure interviews with the Kenya’s Prime Minister, US and UK ambassadors, Cabinet ministers from both the ODM and PNU sides of the coalition, sports superstars, chief executives of leading organizations among others.

Arguably, Sang is the single most important radio personality whose work has had great impact on the Kalenjin community, a majority of whom are the listeners of Kass FM. Today Kass’ influence has permeated the entire country particularly the South-Central-North Rift. There is a massive movement from rural to urban areas. The Kalenjin community, which for decades has been predominantly rural, is shifting to urban areas. They are now taking real estate in Eldoret, Kericho, Nakuru and Kitale with zeal.

This kind of renaissance was hugely contributed by Kass FM. Its founder Joshua Chepkwony an IT professional is an economic visionary, a well travelled and experienced individual. He has managed to inspire creativity and innovation never seen in the region for a long time.
Kass FM has also contributed immensely to the economic development of the nation. Agricultural field days are carried live by the radio station so that those who are home are able to follow every development. Indeed if for the last 46 years the national broadcaster had been doing what Kass FM is doing now, Kenya would be a first world country.

Kass has become a powerful tool of change for its listeners. It has brought professionals: the doctors, university professors, lawyers, theologians and anthropologists to share their expertise with the people. Kass has become a virtual classroom and a lecture hall for peasants and the youth. Before long an army of informed and empowered people will emerge to fight poverty, ignorance and underdevelopment.

The Diaspora has made significant contribution to socioeconomic development, for instance the Kwanet Kotisaap based in the US have constructed a dam at Kiboino in Baringo district. Dr Korich of Soy Ministries based in US has drilled boreholes in Kerio Valley.
Peter Rono a 1988 Seoul Olympic gold medalist has enabled over 200 Nandi athletes access university education in the US. Many of these athletes have graduated with first degrees to doctoral levels. Many students with plain As have been admitted to top US university by the efforts of professionals and academics in Diaspora. Indeed the information age is revolutionalizing rural communities.

Local professional who have made significant contribution include lawyer Grace Kiptui whose weekly program Kass Ogiliot has empowered the listeners with fundamental legal knowledge. She is today a household name among Kass listeners. Dr Kipkoeech Sambu (the KASS Washington CEO) with his weekly program Kapgiptai has helped the listeners know the contribution of the Kalenjin community in ancient Egypt. Being a leading Egyptologist his listeners have benefited greatly from his 15 years research work on Egyptology.

Gotabgaa a US based and Kokwet a UK based are two emerging Diaspora institutions making an impact among Kass listeners. The station is thus is pioneering an innovative global vernacular broadcasting network which is people driven and people focused.
There is need to replicate the Kass concept by other electronic media stations in Kenya and Africa.