THE CONSUMPTION HABITS OF BBC HAUSA RADIO PROGRAMMES AMONG WOMEN IN NJIMTILO, MAIDUGURI, BORNO STATE

ABSTRACT This study examined the consumption habits of BBC Hausa radio programmes among women in Njimtilo, a semi-urban community on the outskirts of Maiduguri, Borno State.Nigeria. The research focused on understanding how frequently women in the area listen to BBC Hausa,the types of programmes they prefer, the factors influencing their listening patterns, and the impact of such programmes on their knowledge and decision-making.The study adopted a descriptive survey design, using both questionnaires administered to 200women and focus group diseussions (FGDs) to gather relevant data. Findings revealed that BBC Hausa remains a popular and trusted medium among the women of Njimtilo,with most respondents listening regularly via mobile phones.Women expressed a strong preference for informative content, particularly health, news, and women-focused programmes such as Ra'ayi Riga and Gane Mini Hanya. The study also identified cultural norms, economic conditions,household responsibilities, and access to devices as key factors influencing radio consumption. Many women reported that the programmes had positively influenced their behavior and decision-making,especially in areas such as health, education, and family lifeThe research concludes that BBC Hausa plays a significant role In empowering women in Njimtilo by providing them with relevant and accessible information. The study recommends increased women-focused programming,strategic broadcast timing,and stronger community engagement to enhance radio's role in fostering development and empowerment in semi-urban and rural areas