ASSESSMENT OF AUDIENCE PREFERENCES OF SILVERBIRD RADIO PROGRAMMES AMONG RESIDENTS OF BENIN METROPOLIS

ABSTRACT

The study is focused on audience preferences of silverbird radio programmes among residents of Benin metropolis. The objectives of the study were to determine the level of exposure of Benin residents to Silverbird radio programmes, find out the attitude of residents of Benin metropolis toward Silverbird radio programmes, ascertain the primary factors influencing the audience preferences for Silverbird radio programmes among residents of Benin Metropolis and investigate how residents in Benin Metropolis engage with the radio programmes offered by Silverbird. With questionnaire as instrument. The survey research method was used to gather the data used for the study. Findings of the study revealed that Benin residents have a positive attitude towards Silverbird radio programmes. The findings also indicated that Benin residents affirmed that Silverbird radio programmes serve the interests of different age groups in Benin Metropolis and they believe that Silverbird radio programmes contribute positively to community cohesion. Based on the findings, the researcher concluded that Silverbird radio programmes play an integral role in community engagement amongst residents of Benin metropolis. The researcher therefore recommended among other things that Silverbird should expand and improve interactive elements such as call-ins, listener feedback segments, and audience polls to further engage the audience