AUDIENCE REACTION TO PLANET FM RADIO PROGRAMME “COMMUNITY VIEW”
ABSTRACT
This study is an evaluation of Audience Reaction to Planet Fm Radio Programme, “community view” (A Survey of Etim Ekpo Local Government Area). The objectives of the study specifically were; to find out if audience in Etiim Ekpo Local Government Area are exposed to planet Fm Radio programme, “community view”, to assess the frequency of their listenership of the programme, to find out what the listeners in the Local Government Area make of the programme and to find out the aspect(s) of planet Radio programme “community view” that appeal to audience in Etim Ekpo Local Government Area. This study anchored on the individual differences theory, which proposes that an individual’s values, needs, beliefs and attitudes play a major role in how they react and use media. To accomplish the objectives, the study employed survey designed and used simple random sampling technique to select a sample of 350 from the population using questionnaire as a data collection tool. The findings showed that most of the people in Etim Ekpo Local Government Area are not just exposed to the programme but are ardent listeners of the programme. This positive, reaction was attributed to the biological, socio-economical, political and educational status of the respondents. It was concluded that, the programme is an interesting programme which enhances community development due to its critical educational, social and political relevance. The researcher recommended the integration of audience reaction research into the programme to gather audience preference thereby sustaining the programme.
TABLES OF CONTENTS
CHAPTER TITLE PAGE
Fly Leaf
Title Page – – – – – – – i
Certification – – – – – – ii
Dedication – – – – – – – iii
Acknowledgements- – – – – – iv-v
Table of Contents – – – – – – vi-viii
List of Tables – – – – – – ix
List of Appendices – – – – – x
Abstract – – – – – – – xi
INTRODUCTION – – – – – 1
1.1 Background of the Study – – – – 1-3
1.2 Statement of the Study – – – – – 4
1.3 Objectives of the Study – – – – – 4-5
1.4 Research Questions- – – – – – 5
1.5 Scope of the Study- – – – – – 6
1.6 Significance of the Study – – – – 6
1.7 Limitations of the Study – – – – 6-7
1.8 Definition of Terms – – – – – 7
REVIEW OF RELATED LITERATURE – 8
2.1 Overview of the Radio Medium – – – – 8-9
2.1.1 Radio and Radio Prgoramme – – – – 9-11
2.1.2 Factors to be taken into account for making a
2.2 Radio Programme – – – – – – 11-12
2.3 Categories of Radio Programmes – – – 13-20
2.4 General Format of Radio Programme – – – 20-21
2.5 Functions of Radio – – – – – 21-25
2.6 History of Radio Broadcasting in Nigeria – – 25-26
2.7 History of Planet FM Radio – – – 27
2.8 Overview of the Programme, “Community View” – 27-28
2.9 Theoretical Framework – – – – – 28
2.9.1 Individual Differences Theory – – – – 28-30
2.10 Review of Study – – – – – – 30
RESEARCH METHODOLOGY – – – 32
3.1 Research Design – – – – – – 32
3.2 Population of the Study – – – – – 32
3.3 Sample and Sampling Procedure – – – 33
3.4 Instrument for Data Collection – – – – 33-34
3.5 Validity and Reliability – – – – – 34
3.6 Method of Data Presentation and Analysis – 34
DATA PRESENTATION, ANALYSIS AND DISCUSSION – – – – – – 35
4.1 Data Presentation and Analysis – – – 35-42
4.2 Discussion of Findings – – – – – 43-48
SUMMARY, CONCLUSION AND RECOMMENDATION – – – – 49
5.1 Summary – – – – – – – 49
5.2 Conclusions – – – – – – – 49-50
5.3 Recommendations – – – – – – 51
References
Appendix/Appendices
LIST OF TABLES
TABLE TITLE PAGE
1: Sex Distribution of Respondents – – – – 35
2: Marital Status of Respondents – – – – 36
3: Age Distribution of Respondents – – – – 36
4: Educational Qualification of Respondents – – – 37
5: Occupational Status of Respondents – – – – 38
6: Access to Radio by Respondents – – – – 38
7: Access to Radio by Respondents – – – – 39
8: Exposure to Planet Fm Radio Programme “Community View” – 39
9: Frequency of Respondents Listenership to the Programme – 40
10: What Respondents make of the Programme “Community View- 41
11: Part of the Programme that appeals to Respondents – 42
LIST OF APPENDIX
APPENDIX: TITLE PAGE
1: Questionnaire Administration – – – 54
2: Questionnaire Form – – – – 55-57
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
Radio is sound which is instantaneously transport from one place to another by the use of electromagnetic waves. It is the broadcasting of programmes for the public to listen to by sending out signals from a transmitter.
The idea of establishing radio station as any other mass medium is to educate, entertain, inform and socialize the people. The emphasis largely has to do with creating awareness, surveillance of the environment, and correlation of the parts of the society in response to its environment and the transmission of cultural heritage (Bittner, 1989). It also helps in providing individual reward, relaxation and reduction of tension, which makes it easier for people to cope with real life problems and for societies to avoid breakdown (James and Ward, 1998). That radio has had a tremendous social impact, affecting attitudes and behavior is undeniable.
In recognition of the unique nature of radio in terms of simplicity wider coverage bringing the world to those who cannot read, as well as its contribution of the development of a nation, it is still the most credible source of news and enlightenment in most part of Africa (Mytton, 2007). This radio has become one of the most appropriate means of communication any society, enhancing educational development (Mytton, 2007). In addition, radio has that personal touch that lends urgency to change.
Basically, communication is the process through which one person (the communicator) elicits responses from another person (the communica by the use of symbols) (Cruz & Justin, 1994).
The success of any communication is determined by response behavoiur of the listener.
The tendency for a radio programme to cause a change in behavior or attitude change depends largely on the contents of the message producing a radio programme is a mixture of the idea and the expedient (Duyile, 2005). This, a programme must have the ability to capture the mind’s eye of its audience.
Audience reaction is a tool necessary for the general management of the industry. It enables the media houses to better understand how consumers use their products.
Radio is regarded as perhaps one of the most powerful and indeed creative communication media because of its characteristics of sound.
The functions of radio go beyond information, education and entertainment. It is equally used for shaping and influencing the behaviors and opinions of people as well as a business in itself. It is also used for achieving laid down national objectives like integrating all parts of our communities and the transmission of the social heritage from one generation to the other. For radio to achieve these objectives, it must fulfill needs, urges and desires of its target audience.
In overall sense, radio is used as an important tool by which a nations identity, characteristics, culture, aspiration and development needs to as projected in the minds of people.
This work focuses on planet radio programme, “community view” which is a phone-in programme that deals with issues bothering communities in Akwa Ibom State such as roads, pipe born water, light, health care, security, schools, with live interviews and documentaries. It is therefore necessary to find out how Etim Ekpo audience react to community view, if it appeals to them or not.
1.2 Statement of the Problem
Radio is regarded as one of the most powerful and indeed creative communication media because of its unique functions of informing, educating and entertaining the people. It is equally used for shaping and influencing the behaviors and opinions of people through various programme such as community view in planet Fm Radio which was supposed to educate, entertain, inform to improve the society status.
The question is, what is the effectiveness of planet Radio programme “community view” in Etim Ekpo Local Government Area?
What are the challenges posts by the planet radio programme “community view” to listeners? This question presents the problems which necessitated this research work.
1.3 Objectives of the Study
The study aim specifically at:
- To find out if audience in Etim Ekpo Local Government Area are exposed to planet Fm Radio programme “community view”.
- To determine the frequency of their listenership of the programme.
- To find out what the listeners in the Local Government Area make of the programme.
- To find out the aspect(s) of planet Radio programme “community view” that appeal to audience in Etim Ekpo Local Government Area.
1.4 Research Questions
In order to achieve the stated objectives for the study and guide the research accordingly, the following research questions were formulated:
- Are audience in Etim Ekpo Local Government Area exposed to planet Fm Radio programme, “community view”?
- What is the frequency of their listenership of the programme?
- What do the listeners in the Local Government Area make of the programme?
- What aspect(s) of planet Radio programme “community view” appeal to audience in Etim Ekpo Local Government Area?
1.5 Scope of the Study
This research work is on the “Etim Ekpo Audience Reaction to Planet Fm Radio Programme, Community View. This work is limited to the audience of Etim Ekpo Local Government Area.
The sample size was selected from four villages in the four clans in Etim Ekpo Local Government Area.
- Uruk Clan – Ntak Inyang
- Ikono Clan – Nto Unang
- Utu Etim Clan – Nto Obo
- Obong Clan – Ikot Ese
1.6 Significance of the Study
This study will be significance in the following ways:
Planet Fm Radio programme “community view” – radio programme directors will benefits a lot from the study, as it wll bring to notice the perception of the audience towards the programme, and how it attracts them and the medium as well.
However, this study will be available as a research material for any individual or group that may research on relevant topic and will also help researcher who want to do further study on this area.
1.7 Limitation of the Study
The unforeseen issue encountered in the research was the issue of confidentiality of information of the respondents as some of the respondents were not ready to give out any information regarding their personal issue. However, this issue was overcome by assuring them of the confidentiality and uses of the information required.
In spite these efforts were made, ensure the work met it expected aim.
Definition of Terms
Audience: This refers to the listeners to a radio programme. In this context, it means the people of Etim Ekpo Local Government Area who listen to planet Fm Radio programme, “community view”.
Community View: This is a planet radio programme that deals with issues bothering the society with live interviews and documentaries.
Programme: This means a radio broadcast which in the context refers to the planet Fm radio programme, “community view”.
Radio: An electronic device for receiving sound broadcast transmitted via radio signals.
Reaction: A response to something that involves taking action, or is taken in response to something. In this context, the way the audience of Planet Fm Rado Programme, “community view” response to the programme.
