AKSU Journal of Communication Research (AJCR)

BROADCAST PROGRAMMING PATTERNS AND PREFERENCES AMONG RESIDENTS OF UYO METROPOLIS

Author:  Prof. NSIKANABASI S. NKANA & FLORENCE N. OKON

Abstract
This study analysed how programming as deployed by select broadcast stations in Uyo, the capital city of AkwaIbom State, Nigeria, engenders audience preference. The objectives of the study include: to find out the programme offerings of broadcast stations in Uyo and to determine the extent to which audience preferences are linked to the programming patterns of the stations under review. A sample size of 400 was drawn from a population of 1,329,000 using Taro Yamane. This study was anchored on the Uses and Gratifications theory of Mass Communication. Data were gathered through the questionnaire instrument and interview schedule. Reliability which stood at 0.86 was done using Pearson’s product Moment Correlation. The simple percentage, weighted mean score (WMS) and Yin’s Explanation Building Technique were the methods of data analysis. Findings showed that the programmes of the stations studied assumed the shape and form of conventional practices which also go a long way to determine audience preferences being that they serve as service delivery chains. It was also found that audience listening and viewing patterns showed gravitations towards news and discussion programmes bearing in mind the fact that these programmes elicited huge traffic on the part of the audience. The inference from the study is that residents of Uyo metropolis are active and programming has been the most visible broadcast component that determines audience interest and patronage. It was recommended based on the foregoing that broadcast stations by way of programming should go beyond conventional programming with a view to becoming more innovative in content and most gratifying in service delivery.