Population Media Center Launches Season 3 of Umurage in Rwanda

November 20, 2018 • News

Woman holding power with text Nkunda #Ikinamico UmurageWoman holding power with text Nkunda #Ikinamico Umurage

Population Media Center is excited to announce Umurage (“Inheritance for a Better Future”) will be back for another season in Rwanda! Umurage has captured the hearts and imagination of Rwandans with season two reaching an estimated 1.1 million loyal listeners every week from June 2017 to June 2018. The popularity demanded that we continue this show, which also allows us to continue to inform the communities about important health and social issues.

Season three of Umurage will bring the same great entertainment, and it will continue to bring information to the audience about HIV prevention and control, antenatal/post-natal care, family planning and couple communication, sexual gender-based violence, child protection, adolescent sexual reproductive health, and malaria prevention. We will be addressing some of the hardest hitting issues, while developing thought-provoking storylines and exciting characters.

We are thrilled with the results of season one and two of Umurage and we are excited to see the men, women, and children come together to tune in for a third season. Below are some preliminary listenership results from the recently completed season two of Umurage, showing its broad reach:

  • More than half (53%) of Rwandans said they heard of Umurage. This amounts to an estimated 3.6 million Rwandans hearing about the show.
  • More than 4 in 10 Rwandans said they listened to one or more episodes of Umurage (43%). This amounts to an estimated 2.9 million Rwandans listening to one or more episodes of the show.
  • More than 1 in 4 Rwandans (26%) said they listened weekly to Umurage. This amounts to an estimated audience of 1.1 million Rwandans listening to at least half of the show’s 156 episodes.

Umurage, Season 3 will have 54 episodes and broadcast for 26 weeks, starting this month. We will be on national airwaves on Radio Rwanda and on other partner stations: City radio, Isango Star, radio Salus and radio Izuba.

Umurage is produced by Umurage Communication for Development (UmC) in partnership with Society for Family Health (SFH-Rwanda), the Ministry of Health through Rwanda Biomedical Centre (RBC), United States Agency for International Development (USAID), Global Fund, Swiss Cooperation, and Breakthrough ACTION.

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