AUDIENCE PERCEPTION OF NEWS RENDEZVOUS OF ROYAL FM ON THE INDIGENES OF ILLORIN

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          CHAPTER ONE

INTRODUCTION

BACKGROUND OF STUDY

In the world today, it can be argued that any task or transaction that requires more than one person, can mostly be successfully completed, through effective communication. However, for communication to take place, it must be through channels, which can be visual, auditory, and electromagnetic or biochemical. The radio is one of the channels (electro-magnetic), whose history dates back to 1791 but which became available for commercial broadcasting in the 1920s (Wikipedia). Today, the radio has become an important mass medium for news and entertainment the world over (Ajaegbu, Akintayo and Akinjiyan, 2015). Akinloye & Adelegan (2012) hinted that the history of radio broadcasting in Nigeria, dates back to 1932, when the then British colonial masters set up in Lagos, the Radio Distribution System (RDS) to serve as a reception base, for the British Broadcasting Corporation. In the years 1939 and 1944, new base stations were opened in Ibadan and Kano, respectively and the name of the broadcast system changed to Radio Diffusion System. In 1951, following the re-appraisal of their broadcast objectives, the RDS metamorphosed into the Nigerian Broadcasting Service (NBS). Akinloye & Adelegan (2012) further explained that by 1956, Nigerian Broadcasting Service (NBS) was re-named Nigerian Broadcasting Corporation (NBC), with the body becoming responsible for the regulation of radio broadcasting in Nigeria. All this while, radio stations in Nigeria were Amplitude Modification (AM) based. However by 1977, the first Frequency Modulated (FM) station (Radio Nigeria 2,) was opened in Lagos by the Federal Government. Akinloye & Adelegan, (2012) added that in 1978, the Federal Radio Corporation of Nigeria (FRCN) was established by the Federal government and today it operates radio stations in all the states in the country.

The Voice of Nigeria (VON) was set up in 1990 by the government to handle external broadcasting, as opposed to the FRCN, which is only for internal broadcasting. (Akinloye & Adelegan, 2012) In 1992, the military administration of Ibrahim Babangida deregulated and liberalized the broadcast industry. Before the liberalization, there were only a few radio stations largely owned and funded by the Government; meaning that audience satisfaction was not in their priority list. However, from a single station opened in Lagos in 1932, by the colonial masters, there are now over 250 radio stations in the country (Cribreporters, 2015). The import of this scenario, is that radio station proprietors in the country, need to have well packaged programme contents that will gratify Nigerians, in order to survive in an environment that has become overly competitive (Dan-Muhammadu, 2012).

Prior to the liberalization of the industry in 1992, there were only about two radio stations in Illorin namely, illorin Broadcasting Corporation (IBC) Radio, and Federal Radio Corporation of Nigeria (FRCN). Today, however, Hot FM, Zanders FM and Mega-band FM (all privately funded) have entered the market, thereby engendering competition for audience share (listenership base). These privately owned radio stations are completely commercially oriented. Succinctly stated, they do not, quite unlike government-owned radio stations, depend on subvention to survive but on patronage from businesses and individuals alike. It can be argued that the survival of the privately owned radio stations is dependent on their ability to provide the right service, at the right time to the right audience and at the lowest possible price (they need to sell advert bookings to survive). However, people can only patronize such stations where their average audience reaches (cumulative audience) and audience share is high. Radio stations cannot achieve such standard measures of radio audience (listenership), unless their services on offer excite listeners.

STATEMENT OF THE PROBLEM

Audience perception has not only affected the level of news rendezvous, but it has also tilted news towards one direction: to meet the interest of those who pay for the news. This has in turn affected the quality of news reports and credibility of journalists and the news content itself. The implication is that Nigerians no longer trust what they hear or see in the broadcast media. Audience perception phenomenon posed a lot of challenges to news rendezvous and also news reported by journalists because stories of events are usually arranged to suit their audience.

Usually, the stories “add nothing tangible to the quality of life of the people” and “there is nothing journalistically newsworthy about them” (Oso, 2012). As Kenneth and Odorume (2015) put it, “the broadcast media organizations should exist to serve public interest as well as attract the interest of the audience. However, recent journalism practice in Nigeria seems to be plagued with the malady of news that attracts the audience. Media organizations are undeniably expected to protect the public interest of their audiences.” A lot of studies have been carried out on journalists‟ but non on audience perception of news rendezvous.

AIMS AND OBJECTIVES

The main aim of the study is audience perception of news rendezvous of royal fm. Other specific objectives include:

1. to examine audience perception of news rendezvous of royal fm on the indigenes of illorin.

2. to investigate the effect of audience perception on news rendezvous on the indigenes of illorin.

3. to determine the relationship between audience perception and news rendezvous.

4. to examine ways to improve news rendezvous of audience.

RESEARCH QUESTIONS

1. what is audience perception of news rendezvous of royal fm on the indigenes of illorin?

2. what is the effect of audience perception on news rendezvous on the indigenes of illorin?

3. what is the relationship between audience perception and news rendezvous?

4. what are the ways to improve news rendezvous of audience?

STATEMENT OF RESEARCH HYPOTHESIS

1. H0: there is no significant relationship between audience perception and news rendezvous on the indigenes of illorin.

2. H1: there is a significant relationship between audience perception and news rendezvous on the indigenes of illorin.

SIGNIFICANCE OF STUDY

This study is significant especially to broadcast media organizations and journalists as it will help them understand and know how the public view the content of the news that they present to them. The study provides the needed force to boost professional standards in the practice of journalism in Nigeria at large. The media houses through the findings of this study will understand the importance of audience perception on news rendezvous.

The findings of this study will also add to existing body of knowledge on the subject matter and will serve as a research tool to other researchers on similar or related topic.

SCOPE OF STUDY

The scope of study will cover audience perception of news rendezvous of royal fm on the indigenes of illorin

LIMITATION OF STUDY

1. Financial constraint- Insufficient fund tends 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).

2. Time constraint- The researcher will simultaneously engage in this study with other academic work. This consequently will cut down on the time devoted for the research work.

DEFINITION OF TERMS

Perception: This refers to the feeling, regard, view, etc a persons holds about something or issue. It is the comprehension or an understanding of something. 

Audience perception: This is the way the participants of AIT’s Focus Nigeria feel about and regard the programme. 

Audience: This refers to the media participants or receivers, and all those who are actually reached by a particular media content or media channels.

Rendezvous: a meeting at an agreed time and place.

Indigenes: a person or thing that is indigenous or native;

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