RADIO CONTENTS AND CONVERGENCE OF SOCIAL MEDIA PLATFORMS FOR PRODUCTION AND DELIVERY FOR EFFECTIVE LISTENERSHIP AMONG RESIDENTS OF IBADAN, OYO STATE, NIGERIA

Abstract

Radio industry is an integral part of the broadcast Industry, which serves as a means of receiving information for various people. This research work examined integration of social media platforms and the listenership of radio stations among residents of Ibada, Oyo State Nigeria. The major objective of this work was to examine the extent residents in Ibadan are aware of radio content on social media. Survey was adopted with questionnaire as an instrument of data collection. The theory used in line with this study Mediamophorsis theory. The population of the study was four hundred and seventy thousand two hundred (470,200) Ibadan residents in Ibadan in Oyo state, Nigeria. A sample size of four hundred (400) respondents was determined using Taro Yamane Formula. The method of data collection was face to face through proxy and data was analyzed using the Statistical Package for Social Sciences (SPSS) Version 26 and data was presented using the descriptive analysis. The study found out that the effect of demographics factors such as gender does not have an effect on respondents’ perception of radio on social media. It also found out that majority of respondents agree that social media increases the believability of radio content. Lastly, majority of respondents agree that the idea of social media and radio content seemingly makes radio more attractive. The study concluded that Social media contributes immensely to radio stations listenership most especially among listeners in Ibadan, Oyo State, Nigeria. This study recommends that: Radio stations should engage in UGT, User generated content so as to help improve the interactivity of the audience.