AUDIENCE PERCEPTION OF BCA OBIUTO OHANEZE PROGRAM ON THE PROMOTION OF INDIGENOUS LANGUAGE AMONG RESIDENTS OF UMUAHIA

This study focused on audience perception of BCA Obiuto Ohaneze program on the promotion of Indigenous Language among residents of Umuahia, how much it learns about indigenous languages from such programmes and how the programmes contribute to mother-tongue development. Descriptive survey design method was used to carry out the research with the sample size of 377. Data were collected through the use of questionnaire. Findings show that Indigenous language programmes were significantly available but moderately consumed. The audience learnt enough simple words/expressions from the programmes to engage in simple conversations in local languages. The programmes thus contributed to indigenous language development by teaching people useful words, expression and pronunciations in mother tongues, and encouraged them to teach such languages to their children and friends. The findings that broadcasting can promote indigenous languages through selective presentations of programmes in mother tongues. Findings show that Indigenous Language broadcasts are not sustainable because they hardly attract advertisements/sponsorships, and are sometimes poorly produced. The study recommends that government should formulate policies to promote Indigenous language broadcasting in Nigeria and join NGOs and pro-ethnic groups to initiate/sponsor Indigenous Language programmes.