AUDIENCE PERCEPTION OF TANG SIO FM PROGRAMME “AKPASA IMA” AMONG RESIDENTS OF ETINAN LOCAL GOVERNMENT AREA

The aim of the study was to assess Audience Perception of Tang Sio Fm Programme “Akpasa Ima” Among Residents of Etinan Local Government Area. The objectives of the study were; to find out whether Etinan residents listen to Tang Sio FM, to ascertain the level of exposure of Etinan residents to the Tang Sio FM Radio programme “Akpasa Ima”, to examine how Etinan residents perceive Tang Sio FM programme “Akpasa Ima”, to determine how the perception of the Tang Sio FM programme “Akpasa Ima has impacted on relationships among Etinan residents. Selective Processes theory and Individual differences theory were adopted to guide the study. Survey research design was used. The population of the study was 235,000. Using questionnaire as instrument for data collection, a total of 300 questionnaires were sampled were and 285 copies returned for analysis. Findings in the study revealed that residents in Etinan local government area exhibit a high level of listenership to Tang Sio FM. Findings also revelaled that “Akpasa Ima” programme on Tang Sio FM enjoys widespread exposure among Etinan residents. It was recommended that Tang Sio FM should maintain and enhance the quality of its programme to sustain the high listenership and positive perception among Etinan residents. It was also recommended that the radio station should actively seek to expand its listenership of the programme in other areas beyond Etinan local government, this could be done by sponsoring researches and survey in other local areas to monitor the listenership and effectiveness of the programme.