AUDIENCE ASSESSMENT OF THE CHALLENGES AFFECTING EDO BROADCASTING SERVICE (EBS) IN EDO STATE

 ABSTRACT

The study investigated audience assessment of the challenges affecting Edo Broadcasting Service in Edo State. The study became necessary arising from the fact that Broadcast station has so many challenges that affect them. This study was anchored on the postulation of social responsibility and libertarian theories. Descriptive survey design was employed with the aid of 11 items questionnaires. The sample size of this study constituted 400 Edo State residents selected through proportional stratified technique. The sample reflected and represented Edo state residents. Data obtained were analyzed and presented with the aid of frequency tables, simple percentages and mean scores. It was discovered that the average respondent indicated that the EBS suffers human resource deficits, political pressure, poor welfare packages and lack of equipment for broadcasting in EBS. Also the study found out that that average audience considers the effectiveness of EBS is being hampered by political interference, welfare shortfalls, and poor management. Respondents are of the opinion that resolving the challenges of EBS would require that the Edo state government sells its stake in the station and government should invest heavily in training the workforce of EBS. In the light of these observation the study recommends the need for government to carry out an inventory of the stock of human capital in the EBS.