ANALYSIS OF RADIO PROLIFERATION IN MAKURDI AND LISTENER'S STATION CHOICE

Abstract This study on Analysis of Radio Proliferation in Makurdi and Listeners' Station Choice examined the proliferation of radio stations in Makurdi and the factors influencing listeners station choices in an increasingly competitive media landscape. The study sought to ascertain listeners' media choices, assess their awareness of available radio stations, investigate the reasons behind station preferences, and identify their program preferences. The study was anchored on Uses and Gratifications Theory, which posits that media consumers actively select content that meets their specific needs. A survey research design was employed, utilizing a sample size of 400 respondents, determined through Krejcie and Morgan's (1970) sampling formula, with data collected using structured questionnaires and analyzed using descriptive statistics. Findings indicate that mobile phones and FM radio apps are the dominant medium for radio access, with most listeners following a limited number of stations, primarily Radio Benue and Harvest FM. Station choice is driven largely by news quality and specific program appeal, while talk shows and interactive programs emerged as the most preferred content. The study concluded that radio remains a relevant and widely consumed medium in Makurdi, with audiences actively selecting stations based on content quality and accessibility. It is recommended that radio stations invest in mobilefriendly platforms, improve content quality, enhance audience engagement, and expand interactive programming to sustain listener interest in an evolving media environment.