ASSESSMENT OF LISTENERSHIP OF OOU 92.1FM AMONG UNDERGRADUATES OF OLABISI ONABANJO UNIVERSITY

ABSTRACT This paper assesses the listenership rate of OOU 92.1FM among undergraduates of Olabisi Onabanjo University. It aimed to identify the listenership level of OOU FM. It also aimed to identify the challenges by undergraduates who listen to the radio station. Additionally, it aimed to explore students’ preference for program content and interactive features on OOU FM. Moreover, it aimed to to examine the relevance of OOU FM’s content to students’ academic interests and lastly, it aimed to assess the mpact of OOU FM’s social media presence on its listenership. The research includes a survey research method, making use of purposive sampling to select the Faculty of Social Sciences because it is more relevant to them and convenient sampling to select the 339 participants who were involved in the survey and a descriptive analysis of the data collected. The findings suggest that OOU 92.1FM need to increase its social media presence to increase radio listenership among OOU undergraduates. It also suggests that more interactive elements like online contests and giveaways should be incorporated in its marketing and programming strategies to attract undergraduates both on social media and in the studio thereby increasing its listenership rate among undergraduates. These results highlight the need for further research and interventions designed to promote radio listenership not only among undergraduates in OOU but also other demographics in the University and the larger community at large.