…Says power of radio inestimable, connects heterogeneous audiences
Dr. Fred Latimore Oghenesivbe, Director General of Delta State Orientation and Communications Bureau, reiterates the necessity for Nigerian broadcasting stations to focus on local content and significantly invest in staff training for improved communication and programming.
He gave the charge while delivering keynote address at the official flag-off of Bridge FM Radio programme planning conference with the theme: “Programming for Effective Communication” in Asaba, the state capital.
Dr. Oghenesivbe stressed that effective communication is essential to the success of any organization, including radio broadcasting, noting that broadcasters play a pivotal role in shaping public opinion, influencing cultural narratives, and delivering critical information to diverse audiences.
He stated that quality programming can only be realized through strategic local contents that resonate with diverse audiences, pointing out that radio remains one of the most accessible and widely consumed media platforms globally.
The renowned communication Strategist said the broadcasting landscape is evolving rapidly, with digital radio expansion, podcasting growth, social media integration and streaming services rise, stressing the need for broadcasting organisations to invest in innovation and modern broadcast technology.
Dr Oghenesivbe, a member of the Association of Communication Scholars and Professionals of Nigeria, ACSPN, posited that despite radio’s potential, it face significant challenges in effective communication, which includes; information overload, diverse audience needs, rapid technological changes and increasing competition.
He pointed out that the modern audience is inundated with information from various sources, making it challenging to capture and retain their attention.
The Bureau Director General stated that radio audiences are diverse, with varying age groups, interests, cultural backgrounds and socioeconomic status, urging Bridge FM and broadcasting organisations to, on a regular basis, conduct audience research, create targeted content, Incorporate diverse voices and perspectives, and offer multilingual programming.
“The broadcasting market is increasingly competitive, with new entrants in radio and podcasting, online content providers and streaming services expansion.
“To stay ahead, Bridge FM will have to differentiate content and branding, focus on niche audiences, Invest in talent development and foster strong community connections.
“By acknowledging and addressing these challenges, Bridge FM Radio can refine its programming strategy to better serve its audience and maintain a competitive edge.
“You must strive to Know your audience and understand their needs, preferences, and values. Craft compelling content that informs, educates, and entertains.
“Diversity and inclusivity is necessary to showcase diverse perspectives and voices, foster dialogue and interaction through call-ins, social media, and community outreach.
“Broadcasting organisations must of a necessity leverage technology to enhance content delivery and audience engagement, monitor and respond to audience feedback.
“To be the best, Bridge FM Radio must conduct regular audience research to inform programming decisions, collaborate with local experts and community leaders to create relevant content.
“Broadcasting organizations should consistently Invest in staff training and development. Embrace digital platforms to expand reach and engagement, foster partnerships with local organizations to amplify community impact.
“Effective communication through strategic programming is crucial for Bridge FM Radio’s continued success.
“By understanding your audience, crafting compelling content, and embracing innovation, Bridge FM can overcome challenges and solidify her position as a trusted voice in Delta State,” Oghenesivbe said.
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