INFLUENCE OF PROGRAMMING STRATEGIES ON AUDIENCE PREFERENCE OF RADIO STATIONS IN AKWA IBOM STATE

Abstract

The influence of programming strategies on audience preferences for radio stations in Akwa Ibom State, Nigeria is examined through evaluating how content design, scheduling, presentation style, and cultural relevance shape audience engagement and station loyalty. Using Taro Yamane’s sampling formula, the study sampled 400 respondents from a population of 7,200,000 using a multistage sampling approach. Data were collected through structured questionnaire and semi-structured interview guides. The Theory of Planned Behaviour (TPB) and Uses and Gratifications Theory (UGT) are particularly relevant, thus serving as useful framework. Findings revealed that Comfort FM emerged as the most preferred radio station. The dominant factor influencing preference was the type of programmes aired, underscoring the significance of tailored content in driving loyalty. Programming strategies across the stations were audience-centred, schedule-optimised, content-balanced, and culturally responsive. Programming strategies are not only central to content appeal but foundational to the sustainability and impact of radio broadcasting in Akwa Ibom State. Stations benchmark successful models like Comfort FM through comparative audience studies, maintain consistent quality content throughout the day, and invest in culturally resonant and feedback-responsive programming. This research contributes to the growing scholarship on audience behaviour and programme effectiveness within Nigeria’s dynamic broadcast landscape.