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- No of Pages: 52

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Introduction:

Abstract

Radio is one of the viable media of mass communication. Just as communication is the transfer of information from the source to a destination. Presently, for any thing to be called communication it must efficiently reach to the source, passing through the specified channel. Undoutfully, there is no way communication could be completed with out feedback. It is on this background, that the research deemed it necessary to have a look at the listening habit of students in higher institution of learning particularly the students of the institute of management and technology (I m t), Enugu. The researcher went further to find out what could entire students to listening to the radio programme. In the world today and in Enugu, precisely, different radio stations exist, but ability to attract audience listening is what matters, and when this happened they will tune the station off. What I am saying is that a successful media house should have the mass before planning their programmes. Any time it encounter this, the audience interest will wear away as the image of the station will be as stake. That is why due to the heterogeneous nature of the students population in the institute of management and technology which formed my case study, I decided to use random sampling method. This method gave every student an equal chance of being selected and for the reason students tend to listen more of entertainment programmes than other programmes like the talks, religious, and news commentaries, especially when they are free or chanced from academic activities.

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Introduction

INTRODUCTION

BACK GROUND OF THE STUDY



The Nigerian society is a heterogeneous one with divergent communication need, coupled with the growing world of awareness. Different people have different perception of what roles communication, in it’s totality should play to the listening audience in higher learning.



According to me Bride Seam 91:980) “communication is considered in it’s broadcast sense, not only as the exchange of news and messages, but also an individual and collective activity embracing all transmissions and sharing of ideas, fact and data. Its main function in any social system be identified as information socialization motivation, discussion, debate, education, cultural promotion, entertainment and integration.



The mass media as an institution have been tasked to perform all these immeasurable roles. However radio which is not only the most important media in Nigeria, but also the most commonly spread, affordable and accessible to perform this enormous function as expected. One of the challenging feature of the media of mass communication is the composition of it’s audience



The audience of radio is highly heterogeneous with number having socio-economic stance and different interests.



Base on different kinds of radio audience, it is signifies that preferences of medium as well as its content will differ among members of audience, while some need a particular station or programmes for emotional releases, others may prefer serious programes, little news and current affairs, documentaries, commentaries all pending on one’s interest.



Discoing the mass media in American Bargas (1973) opined that “the media experiences in part time or activity of people engage in at certain time of the day where they have nothing of overriding importance to do and when they want to relax from boredom. The radio audience capability to the success or failure of any station and effectiveness will be should have the masses in mind before planning a station side tracks the audience interest will wear away and the image of the station will be at stake.



Therefore, for radio medium to arouse audience interest such station should select interesting programmes as well as particular message. Berelson and Jarowite “Regular viewers of news programme can be exposed to every thing that is broadcast.



The decision whether or not watch any documentary programme is novel likely to be made on the basic of the issues than on the point of view which will be used for emotional release, relaxation e.t.c. In his own contribution Williams Rivers (1969) in voice of AM form lecture confirmed and highlighted other aspects of selection process. That female’s students on their part pay greater attention to entertainment programmes that news and current affairs and other programmes.



Radio progammes produces especially a competitive situation, try always to satisfy their audience by good programming and audience has the tendency to select the type of station or progamme to listen to. Because of the heterogeneous nature of the media audience, the radio station should put in their best to make sure there is a forum which its audience will hear their view concerning the station progammes. This therefore called for two ways communication; it is obviously that radio journalists do not maintain this needed two ways communication between them and student of I M T.