AUDIENCE ANALYSIS OF KARTAU AGRICULTURAL RADIO PROGRAMME ON KATSINA STATE RADIO, KATSINA STATE, NIGERIA. 1Bodaga Thaddeus, 2Akinyemi Mudashiru and 1Umar Da

Thaddeus Bodaga, MUDASHIRU AKINYEMI, D UMAR

Abstract


The study analysed Kartau agricultural radio programme aired by Katsina State Radio, Katsina state, Nigeria.A multi-stage sampling technique was used to select respondents for the study while data for the study was collected by use of structured questionnaire and in-depth interview of respondents. The data collected was analysed using descriptive and inferential (Chi-square and multiple regression analysis) statistics. The study revealed that, majority (95%) of the respondents were male and were within the economically active ages of 21- 40 years. The study also showed that, majority (89.2%) were married and 76.7% had various levels of education ranging from tertiary to primary education and had farming as their main occupation. All the respondents (100%) had access to radio set. Majority of them (99.9) listened to the programme at home, majority (99.2 %) listened using transistor radio while crop farming (87%) wasfound to be the respondents’ most preferred area or segment of the programme. An analysis of the listeners’ level of perception of Kartau agricultural radio programme revealed that, majority (52.5%) of the respondents had a favourable perception of the programme with a mean perception index of 62.952. Age, sex, and level of educationwere found to significantly (P<0.01) influence listeners’ perception of the programme. Irregular power supply ranked highest amongst constraints faced by listeners with a mean score of 2.44, closely followed by interruptions during broadcast (1.99). Respondents’ use of information gained from the programme for their farm work portends the use of Katsina State Radio as a veritable tool for extension advisory service delivery in Katsina state. Therefore, efforts should be made to sustain the programme design while constraining factors should be mitigated for enhanced listenership.

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