O radio is a fully-fledged internet radio that offers great content to the Luo-speaking audience mainly from Northern Uganda. It was set up to appeal to the Luo people both within and outside the country, with access to the internet, both web, and smartphone. Language of broadcast is Luo, The program format is informative, simple, unpretentious, fun, and interactive. It is based on the identity of the Luo person. Its audience is guaranteed to loads of information, interactive talk shows, news, sports, music mix, and entertainment in Luo. O radio underscores the culture and values of the Luo people, combined with strong personalities, and offers an eclectic mix for its audience with a promise to offer more exciting programs that transform lives, educate, inform and entertain! The station appeals not only to Luos but to everybody who understands and appreciates Luo music, culture, information, and entertainment.