LISTENERS’ PERCEPTION OF FARMERS’ DIGEST AGRICULTURAL RADIO PROGRAMME OF JOY FM OTUKPO, BENUE STATE NIGERIA.

Thaddeus Bodaga, OJOMUGBOKENYODE EBENEHI

Abstract


This study assessed listeners’ perception of farmers’ digest agricultural radio programme of Joy FM Otukpo, Benue
state, Nigeria, with the view to have quality feedback for programme improvement and sustainability. Multistage
sampling procedure was used to select 140 respondents from selected local government areas, wards and communities.
Data was collected on listeners’ characteristics, listening pattern, and constraints faced by listeners. Data analysis was
done using descriptive statistics (frequency, percentages, mean, and standard deviation) and inferential statistics (Chisquare,
and Pearson Product Moment Correlation). Results show that, majority of the respondents (97%) were between
the active age of 21-50, males (69.5%), had formal education (95%) with main occupation ranging from farming
(31%), civil servants (30%), trading (22%), artisans (8%), manual labour (2%) while a marginal majority (39%) were
students. Majorityof the respondents had access to (89.4%) and owned radio sets (83%) with 80.9% listening for 1- 4
hours per day. Majority of the respondents (55%) listened through transistor radio while 36.9% listened via mobile
phones, with 90.1% listening to the programme at home. Irregular supply of electricity (1.64) ranked first among
factors limiting respondents’ listenership of the program, closely followed by unnecessary interruptions during
broadcast (1.55). Majority of respondents (57%) were most interested in the crop farming aspect of theprogramme,
followed by livestock farming with 9.2%. Most of the respondents (74.4%) had favourable perception of the
programme with a mean perception score of 102.50. Discussion format ( x =1.7872) was the most preferred by the
listeners, followed by phone-in ( x =2.1986). Discussion format should be sustained and the various formats blended
to improve listenership. Moreso, listeners should be consulted during programme content planning. The study also
recommends the use of battery powered radio sets, use of mobile phone as listening device especially among youth,
minimal interruptions during broadcast and allocation of more time to addressing feedback.


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