EVALUATION OF AUDIENCE PREFERENCE OF PROGRAMMES ON SELECTED RADIO STATIONS IN CALABAR METROPOLIS, NIGERIA

Abstract

This study examined audience preference of programmes on selected radio stations in Calabar. That is, Cross River Broadcasting Corporation (CRBC), FAD FM and Correct FM. Guided by Uses and Gratifications Theory, and Social Identity Theory, the study adopted a mixed-method approach combining survey research and focus group discussions. Data gathered from a sample size of 250 respondents were analysed. Findings revealed that entertainment value, credibility of news, and interactive talk shows are primary determinants of audience preference. FAD FM was found to dominate youth engagement, CRBC maintained strong credibility in news and public affairs, while Correct FM appealed to listeners through community-centred and participatory programming. The study underscored the importance of audience research and responsive programming strategies for sustaining radio's cultural, social, informational, educational and entertainment relevance in Calabar.