COMPARATIVE ASSESSMENT OF AUDIENCE PREFERENCE FOR RADIO STATIONS
COMPARATIVE ASSESSMENT OF AUDIENCE PREFERENCE FOR RADIO STATIONS; A STUDY OF AJILETE FM AND PARROT FM IN OGBOMOSO, OYO STATE
Background to the study
Radio remains an electronic medium of choice across Africa and Tamale Nigeria polices not an exception due to its low-cost and receiver acquisition. The popularity of FM radio is substantial as broadcasts are based in local languages. With these, it serves both educated, illiterate and the remote rural communities who gained much knowledge and connections to national events just as the literate urban population (Ajaegbu, Akintayo & Akinjiyan, 2015). The direction taken by commercial radio stations are to provide music-driven programs and local news, partnering with the national broadcasts for news content that they could not produce. Phone-inPrograms have also seen some improvement of both commercial and public radio station’s formats to bring local people to participate in radio programs and FM technology has made it easier to connect stations on air to the local audiences (Familusi & Owoeye, 2014). Both State-owned and private FM stations are actively involved in promoting the developmental needs and aspirations of local communities. They serve as “voices of the local people” broadcast on frequency modulations (FM) and their programs are accessible within the radius of 15-20 km. The technological boom and the emergence of frequency modulations (FM), including the restructuring of radio programs heralded “radio boom” even in the digital era (Kakade, 2013). Frequency Modulation (FM) is broadcast on VHF Bands which still provides an exceptionally high quality audio. Since its inception, the use of FM has grown enormously and wide-band FM still remains the high quality transmission medium (Gocen & Okur, 2012).
In general overview this study seeks to make in-depth enquiry on the operations of the radio stations in Oyo state considering their level of operations challenges, successes and perhaps the difference in the operations by these two stations. Both AJILETE FM and Parrot FM are private owned radio stations for commercial use. However, Parrot FM is owned by a former governor of the state, Chief Adebayo Alao-Akala. Parrot FM on the other hand is also a radio station in Oyo State with the frequency of 101.1fm but different from AJILETE FM radio is that Parrot FM radio is privately owned and managed. Contrary to what seem like a government monopoly of the press media overtime, the need for balance reportage and flexibility in programming brought the privately owned media into existence. In 1992, the federal military government under General Ibrahim Babangida regime passed a decree allowing private individual participation in the ownership of electronic media. The aim was to fill the gap in government owned media reportage and also to generate profit reward for the financier’s enterprise, the privatization gave birth to establishment of private media house such as minaj system radio/television, cosmo fm, and African Independent Television (AIT) etc. AJILETE FM and Parrot FM radio operations are independent of the government. The government does not determine it programs that are carried out on this medium and because of this relative freedom, it makes it possible for it to comment critically and more objectively on government matters. This forms the base for audience greater confidence in the privately owned media like AJILETE FM and Parrot FM (Barbara and George, 2010).
However as journalism becomes a profession with and expanding scope instead of a sideline for the enterprising printer of government: the broadcast media house should no longer be limited to their owner control. Prior to this, the broadcast media whether owned by an individual or by the government should be able to give to it audience what they need to know and perhaps the accurate thing which they had selected in the midst of so many events which were considered as news worthy for the audience consumption (Nwoka, Oruene & Amadi, 2009).
- Statement of the Problem
A close observation will reveal that the people of Ogbomoso pay much attention to the two stations under survey; (AJILETE FM and Parrot FM) in this part of the federation. Today, people expect better programmes that will hold their interest, which expressing dissatisfaction over the poor quality and level of programmes of some radio stations available to them. Consequently, one finds a situation where a person may tune to a particular station without bothering to tune to other stations. However, not clear what pattern of preference for radio programmes and station exist. It is not know also, what categories of the people respond in what manner to which programme types.
1.3 Objectives of the study
The objectives of the study were:
- To determine the radio programmes that attract the youths in Ogbomoso
- To find out which radio station’s programmes the youths in Ogbomoso prefer
- To find out the listening pattern’s of youths in Ogbomoso
- To determine what effect educational level, gender (sex), occupation, vocation, and age have in shaping the youths.
- To find out what could be done to improve the preference among the youths.
- Research Questions
- What types of radio programmes do youths in Ogbomoso prefer?
- Which radio stations programmes do the youth’s in Ogbomoso prefer?
- What is the radio listening pattern’s of youths in Ogbomoso?
- Does educational level, gender (sex), occupation/vocation and age influence affect the youth’s preference for radio programmes?
- What could be done to improve the preference amongst the youths?
1.5 Significance for the study
This study is significance because radio programme can help in moulding over youths positively and make them better citizens and future leaders of our country.
Secondly, the research will help programmes producers and directors in producing and scheduling good quality programmes that the media industries in Nigeria will benefit positively from.
Thirdly, it also aims at revealing a tendency that will encourage improves network of programmes by various radia station based on the influence of perceived needs through preferences.
Fourthly, the researcher would know the communication approach to preference pattern within and amongst the youths in Nigeria.
The study will also enable the researcher to use behavioural patterns to judge the degree of attention given to radio programmes amongst youths in Ogbomoso.
The study will provide the research with the knowledge of intellectual values when making recommendations for messages reception.
Finally, it will help close the knowledge gap that exists now as to the programmes preferred by the youths and the determinants of their preference. This will help producer to idealize programmes that are necessary for the Nigerian youths.
1.6 Scope of study
Scope of the study here has to do with the extent of the areas of the study to be covered. Therefore this research work is limited to the two forms of press media, AJILETE FM and Parrot FM radio with an objective of drawing a comparison between them.
- Limitations of the study
During this course of study the following setback could be encountered by the researcher.
- Difficulty in collecting data
- Inaccessibility of relevant materials in the school library and other libraries.
- Inadequate financial support
- Another major challenge that stood has a limit to this research work was the bad topography condition of the access road leading to AJILETE FM and Parrot FM.
- One other challenge or limit to this research work was the fear among some staffs of this radio station to release some vital information required to support this research.
- Definition of terms
There are some terms used in the research that may not be clear to an average reader and therefore needs to be defined as it applies to this research. This is necessary for the purpose of clarification, intensification and interpretation of the study.
Programs: significant ideas/experience put forth and developed by a communication artist using various procedures.
Prime time: it is the day part or a broadcast programme with the most viewers and is generally where television and radio networks reap much of their advertising revenues. Example of such in AJILETE FM and Parrot FM radio is the network news by 7A.M, 4P.M, and 9P.M