Media Influence On Radio

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1.1 Background of Study
In the olden days, drums and other form of communication means were used to transfer messages to the people. Technological advancement has brought to bear radio transmission enabling free flow of information to the target audience and the landscape has seen an increase in the time people spend with entertainment during their leisure times (Zillmann and Vorderer, 2009). Communication is cardinal to the growth and prosperity of industries. It bonds the relationship of organizations and makes sure that organizations maintain their effectiveness. It gives people and organizations the opportunity to learn new things. Radio broadcasting has been in process of change as more and more innovations
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Some of this includes news, information and entertainment in different platforms and formats, competing with radio. However, a new form of audience has emerged. This includes, non-traditional, non-passive but participative and independent. Tabernero (2009) in fact sees the emergence of the internet as a major competitor to established media organizations which serve as ways to get information and to even use the online radio. Most of these radio stations have tried every effort to brand their services differently from each other to as to attract niche audiences (Nyre, 2008). The extent of coverage a media house has, have influence on the kind of brand and content it enjoys. Content of programmes that are done on a radio station is the main determinant of a stations brand. The content of a radio stations programme also depends on the extent of coverage that the radio station enjoys. In other words, a country’s regulation framework determines the extent of coverage of a media house. The regulation determines the spectrum distribution system and also due to the broadcasters ability to maintain a good transmission…show more content…
The population of listeners is estimated to be Two (2) million out of which 384 will be selected. The study used both quantitative and qualitative methods by the use of both questionnaires and interview guide for listeners and management respectively. The primary sources from which data was collected for the purposes of this research work was through questionnaires and interviews selected audience, workers and management of radio stations . The study adopted purposive sampling method to select management and convenient sampling technique to select listeners to these radio stations. Quantitative analysis tools such as regression and reliability were used to analyze the
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