AUDIENCE RESEARCH TECHNOLOGY USAGE BY SELECT PORT HARCOURT -BASED RADIO STATIONS

Abstract

Taking deliberate steps to understand audience makeup, preferences, size and reach of message remains critical to effective programming and content creation in broadcasting. Broadcast stations are often advised to integrate technologies into audience research in order to understand how to segment and respond to audiences’ needs. Radio stations spend money on programming and production, so it is reasonable to have a clear knowledge of the audience to effectively deliver programmes that not only meet their tastes but hit them at the right time. This is because lack of adequate understanding of the audience will likely lead to wastage of time and resources. The study used interview to survey the adoption of audience research technologies by Port Harcourt-based radio stations, and how such activity has affected their programme delivery. The findings showed that broadcast stations rarely adopt digital technologies for audience research, but are more inclined to using survey methods such as interviews, Focus Groups and telephone methods. The study recommended among others that broadcast stations should invest in audience research, and adopt more tech-based methods in conducting audience research in order to adequately understand their audience make-up, preferences and tastes for effective programming, content delivery and profitability.