To lay the groundwork for the Frequency+ program, a baseline assessment was conducted to better understand the current state of radio broadcasting in Sindh and Balochistan. The objective was to identify operational challenges, content gaps, and capacity-building needs among radio professionals, including RJs, journalists, and station managers while also assessing audience preferences and exploring how radio can contribute to raising awareness on issues like climate change and sustainability.

Using a mixed-methods approach, the assessment gathered quantitative data through a survey form filled by 70 program applicants and qualitative insights through three Focus Group Discussions with 26 senior radio professionals across Karachi, Quetta, Hyderabad, and Sukkur. The findings revealed key challenges such as financial constraints, shortage of trained staff, and limited access to localized content. While radio remains a trusted source of information, participants emphasized the need for inclusive programming, especially in indigenous languages, and greater gender representation in technical and leadership roles.

Participants emphasized the need for training in scriptwriting, ethical journalism, storytelling, audience research, and the use of emerging digital tools, including AI integration, podcast production, and mobile journalism. Emphasis was also placed on integrating indigenous languages, ensuring diverse cultural representation, and promoting gender-sensitive approaches within radio programming. Participants strongly advocated for international collaboration to strengthen technical capabilities, facilitate knowledge exchange, and co-create content focused on global priorities such as climate change, education, and cultural dialogue.