ABSTRACT
The study investigated the influence of entertainment programs on Trend100.9FM and Wazobia FM on youths in Asaba. The objective was to examine the types of entertainment programs aired, the preferences of youths regarding specific content genres, and how these programs influence their choices and behaviors. Additionally, the study aimed to determine whether these programs contribute positively or negatively to youth behavioural changes.
Using the Cultivation Theory as the theoretical framework, the research employed a survey methodology. The research instruments included questionnaires distributed among a sample size of 400 youths in Asaba and Onitsha, selected through simple random sampling techniques.
Findings revealed that the preferences of youths in Asaba regarding specific content genres, includes music, talk shows, and other forms of entertainment. Further findings showed that entertainment programs on Trend100.9FM, Asaba and Wazobia FM, Onitsha influence the preferences and choices of youths in Asaba and Onitsha. Also, entertainment programmes on Trend100.9FM, Asaba and Wazobia FM, Onitsha contributes positively to youth behavioural changes in Asaba and Onitsha metropolis. The study underscores the pivotal role of radio as a medium for shaping youth culture and recommends targeted programming strategies to enhance positive societal impacts. Specifically, broadcasters should consider more interactive formats, diverse content representation, and collaborations with local youth initiatives to better reflect and amplify the aspirations and concerns of Asaba's youth population.
