Radio: An Effective Medium Of Reaching The Largest Audience

This study was carried out to examine radio: an effective medium of reaching the largest audience usingfresh fm Akure, Ondo State. Specifically, the study aimed to find out whether radio stations is accessible across the country, examine the whether radio has been effective in passing out information to the general populace and explore the challenges affecting the effectiveness of radio station in reaching the largest audience. The study employed the survey descriptive research design. A total of 30 responses were validated from the survey. From the responses obtained and analyzed, the findings revealed that radio stations is accessible across the country. The study also revealed that radio been an effective in passing out information to the general populace. Lastly, the study revealed that the challenges affecting the effectiveness of radio station in reaching the largest audience is financial sustainability, high operating costs, poor governance of community media projects and Problem of adapting to technological advancement. The study thereby recommend that management of radio stations should rain-up people to manage the system and create contents/programs which will express the views and sufferings of marginalized and vulnerable groups. Also, management of radio stations should ensure access and participation, diversity, independence and locality, so that member of marginalized group can express their problems and difficulties through community FM radio station. Lastly, management of radio stations should ensure multi-use of community FM radio i.e. spreading information of education, health and other nationally important issues.

Introduction

1.1 Background of the Study

Electronic media are media that use electronics or electro mechanical energy for the end-user (audience) to access the content. This is in contrast to static media (mainly print media), which today are most often created electronically, but don"t require electronics to be accessed by the end-user in the printed form. The primary electronic media sources familiar to the general public are better known as video recording, audio recordings, multimedia presentations and online content.

However, electronic media may be in either Analog or Digital format. Any equipment used in the electronic communication process (e.g. Television, Radio, Telephone, Desktop Computer) may also be considered electronic media.

Electronic media are ubiquitous in most of the developed world. As of 2005, there are reports of satellite receivers being present in some of the most remote and inaccessible regions of china. Electronic media devices such as Radio have found their way into all parts of modern life. The term is relevant to media ecology for studying its impact compared to printed media and broadcasting the scope of understanding media beyond a simplistic aspect of media such as one delivery platform (e.g. the World Wide Web) aside from many other options.

Electronic media especially Radio serve as a direct instrument of communication, education, information, entertainment and cultural enhancement. Radio are agents of social change because they lead to changes in attitudes, beliefs and skill which can be substantial to rural development considering the low level of literacy among the rural dwellers, the impact of print media (Newspaper and Magazines) will obviously be very restrictive and limited. This make electronic media (Radio) to be more effective and efficient media in rural development.

However, for any meaningful development to take place in rural area, the rural communities need to be properly mobilized in order to create the awareness that is basic for appreciation and participation in any development process.

Background to Broadcasting in Nigeria

From 1932, when Radio Broadcasting service started in Nigeria, as empire service of the British Broadcasting Corporation (BBC) to 1992 when broadcasting in Nigeria was de-regulated, the broadcast media were owned either by the National, Regional or state government. The establishment of broadcasting in Nigeria was the result of the determination of the British Colonial authorities to link the colonies with the "mother country" such a link was expected to serve the dual purpose of providing a powerful propaganda machinery for the British and the wider world. A committee was set up to consider and recommend what steps should be taken to accelerate the provision of broadcasting services in the colonial empire.

1.2 Statement of the Problem

Deregulation of the broadcasting industry in 1992 led to increase in the number of commercial radio stations in Nigeria; this in turn posed a big challenge to radio proprietors, producers and directors to have a well packaged content that will gratify Nigerians, with about 70% of the total population of Nigeria as youths (Ismaila, 2013). The significance of radio in informing, educating, and entertaining their audience is not in doubt, and it is one way by which they keep in touch with the contemporary world. It can be assumed that before the advent of radio, information on what is happening around the globe especially in the educational and social world was (would be) difficult to discern. Even after the advent of radio and going a step further to establish several radio stations across the country, there is still doubt as to how many people are aware of what is happening beyond the walls of their country, and in the global world. This study therefore seeks to examine radio: an effective medium of reaching the largest audienc.

1.3 Objectives of the Study

The broad objective of the study is to examine radio: an effective medium of reaching the largest audience. The specific objectives is as follows:

To find out whether radio stations is accessible across the country .

To examine the whether radio has been effective in passing out information to the general populace.

To explore the challenges affecting the effectiveness of radio station in reaching the largest audience.

1.4 Research Questions

The following questions have been prepared for the study

Is radio stations is accessible across the country ?

Has radio been an effective in passing out information to the general populace?

What are the challenges affecting the effectiveness of radio station in reaching the largest audience?

1.5 Research Hypothesis

Ho: The radio is not effective in reaching large audience.

Ha: The radio is effective in reaching large audience.

1.6 Significance of the Study

This study is significant as it will bring to the open the contributions made by radio stations in promoting developments in the various rural and urban communities. It will also be significant to governmet as they will be exposed to the various opportunities that comes with the use of radio stations in bringing development to communities.

The findings of this research work will undoubtedly provide the much needed information to government organizations, radio stations, broadcasting commission and academia.

The study will be significant to the academic community as it will contribute to the existing literature.

1.7 Scope of the Study

The study will find out whether radio stations is accessible across the country. The study will also examine the whether radio has been effective in passing out information to the general populace. Lastly, the study will explore the challenges affecting the effectiveness of radio station in reaching the largest audience. Hence, the study is delimited to fresh fm Akure, Ondo State.

1.8 Limitations of the Study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, and interview), which is why the researcher resorted to a moderate choice of sample size. More so, the researcher will simultaneously engage in this study with other academic work. As a result, the amount of time spent on research will be reduced.

1.9 Definition of Terms

Radio broadcast: transmission of audio sound, sometimes with related metadata, by radio waves intended to reach a wide audience

1.10 Organization of the Studies

The study is categorized into five chapters. The first chapter presents the background of the study, statement of the problem, objective of the study, research questions and hypothesis, the significance of the study, scope/limitations of the study, and definition of terms. The chapter two covers the review of literature with emphasis on conceptual framework, theoretical framework, and empirical review. Likewise, the chapter three which is the research methodology, specifically covers the research design, population of the study, sample size determination, sample size, and selection technique and procedure, research instrument and administration, method of data collection, method of data analysis, validity and reliability of the study, and ethical consideration. The second to last chapter being the chapter four presents the data presentation and analysis, while the last chapter(chapter five) contains the summary, conclusion and recommendation.

Summary, Conclusion and Recommendation

5.1 Summary

In this study, our focus was to examine radio: an effective medium of reaching the largest audience using fresh fm Akure, Ondo State as a case study. The study specifically was aimed at highlighting whether radio stations is accessible across the country, examine the whether radio has been effective in passing out information to the general populace and explore the challenges affecting the effectiveness of radio station in reaching the largest audience. A total of 30 responses were validated from the enrolled participants where all respondent are drawn from staff of fresh fm.

5.2 Conclusion

Based on the finding of this study, the following conclusions were made:

Radio stations is accessible across the country

Radio been an effective in passing out information to the general populace

The challenges affecting the effectiveness of radio station in reaching the largest audience is financial sustainability, high operating costs, poor governance of community media projects and Problem of adapting to technological advancement.

5.3 Recommendation

Based on the responses obtained, the researcher proffers the following recommendations:

Train-up people to manage the system and create contents/programs which will express the views and sufferings of marginalized and vulnerable groups

Ensure access and participation, diversity, independence and locality, so that member of marginalized group can express their problems and difficulties through community FM radio station

Ensure multi-use of community FM radio i.e. spreading information of education, health and other nationally important issues.

Title Page

Certification

Dedication

Acknowledgement

Table of Content

List of Tables

Abstract

Chapter One:

Introduction

1.1 Background of the Study

1.2 Statement of the Problem

1.3 Objective of the Study

1.4 Research Questions

1.5 Significance of the Study

1.6 Scope of the Study

1.7 Limitation of the Study

1.8 Definition of Terms

1.9 Organisations of the Study

Chapter Two:

Review of Literature

2.1 Conceptual Framework

2.2 Theoretical Framework

2.3 Empirical Review

Chapter Three:

Research Methodology

3.1 Research Design

3.2 Population of the Study

3.3 Sample Size Determination

3.4 Sample Size Selection Technique and Procedure

3.5 Research Instrument and Administration

3.6 Method of Data Collection

3.7 Method of Data Analysis

3.8 Validity of the Study

3.9 Reliability of the Study

3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

4.1 Data Presentation

4.2 Analysis of Data

4.3 Answering Research Questions

Chapter Five:

Summary, Conclusion and Recommendation

5.1 Summary

5.2 Conclusion

5.3 Recommendation

References

APPENDIX

QUESTIONNAIRE

• Mass Communication Project Topics and Materials