Moses Orshio Adasu University, Makurdi

Broadcast News Cast Priority and Audience’s Station Preference in Makurdi Metropolis

Hangeior Degarr & Samuel Dogo

Abstract

This study examines broadcast news cast priority and listeners’ station preference in Makurdi metropolis. The study was anchored on agenda setting theory using survey research method which questionnaire was administered to 394 respondents who are residents of Makurdi metropolis. Findings revealed that respondents listen to or watch radio and television at different intervals as news occupy a significant aspect of media content consumed by the audience members. Another finding showed that majority of the audiences preferred listening/ watching Channels TV, Arise TV, Radio Benue and Benue Television to other broadcast stations in Makurdi Metropolis. Further finding revealed that the media audiences are more likely to move in between stations for a variety of factors such as balance in their news, fast in news delivery, holding leaders to accountable and accuracy in news reporting. Findings also indicated that audience wants to see radio and television in the lens of improving conditions by being pro people and exposing corruption, see more radio and television focus their reportage on issues that affect the people, and to be less pro government in their routine news coverage. The study concluded that understanding the relationship between broadcast news priority and listeners’ station preference in Makurdi metropolis is vital in developing effective communication strategies for broadcasting stations. The study recommended among others that programmes should be designed with the preferences and needs of the target audience in mind, with a focus on local and relevant content.

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