Listenership of Indigenous Programmes on Heritage 104.9 FM, Eket
DOI:
https://doi.org/10.59890/ijgsr.v3i8.55Keywords:
Indigenous Programmes, Listenership, Heritage 104.9 FM, Cultural Preservation, Community EngagementAbstract
This study investigated the listenership of indigenous programmes on Heritage 104.9 FM, Eket, with the objectives of determining the level of listenership, identifying the factors influencing listenership, ascertaining the predominant indigenous programmes, and examining the gratifications derived by the Eket audience. This study was guided by the Uses and Gratifications Theory and the Theory of Listener-Sponsored Radio. The study adopted a survey research design, with a sample size of 399 respondents selected through purposive and systematic random sampling techniques. The findings revealed a high level of listenership of indigenous programmes (75%), with presenter style, programme content, and community focus emerging as significant factors influencing listenership. "Uyai Abasi" was the most popular indigenous programme, and the audience derived gratification from cultural enrichment (28%) and entertainment (20%). The study concludes that indigenous programmes on Heritage 104.9 FM are highly effective in promoting cultural awareness and preservation among the Eket audience. Based on the findings, it is recommended that Heritage 104.9 FM presenters maintain engaging styles, programme managers prioritise community-focused programmes, station management improve broadcast reach, and content producers focus on development-oriented content
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Copyright (c) 2025 Ifeanyi Martins Nwokeocha, George Nathan Brown, Christian Ugochukwu Egeh
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