Programme Format Preferences of Rural Development Broadcasters and Listeners in Southwestern Nigeria

Abstract

Convergence in rural development broadcast format preferences among broadcasters and listeners is crucial to enhancing listenership of rural development broadcasts. This study investigated broadcasters and listeners’ format preferences in southwestern Nigeria. Thirty broadcasters and 438 listeners were administered with questionnaires. Data were collected on commonly used programme formats and respondents’ preferences. Lecture, interview, news and group discussion were the commonly used formats. Broadcasters preferred lecture format (95 points) to interview format which was preferred by the
listeners (1073 points). There were significant differences in the preferences of broadcasters and listeners for lecture (t = -3.007, p < 0.05) and group discussion formats (t = 5.006, p < 0.05). Ruraldevelopment broadcasters should continue using the interview format due to its preference by the listeners.