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ABSTRACT
The study examined "News and musical programme preference on radio among undergraduates in Edo State, Nigeria: A case study on the students of BIU, IGBENEDION AND UNIBEN". The main objective of the study is to find out the extent to which undergraduates of Benson Idahosa University, Igbenedion University Okada and University of Benin are exposed to news and musical programmes on radio, ascertain the attitude of undergraduates towards news and musical programmes on radio, investigate the factors that influence the preference of undergraduates to news and musical programmes on radio and ascertain the impact of undergraduate preferences on news and musical programmes on radio. The study was anchored on the Uses and Gratification Theory while the survey design was adopted with the aid of 19- item questionnaire administered to 389 respondents but 392 was well filled and returned. Findings show that students of Benson Idahosa University, Igbenedion University Okada and University of Benin are exposed to news and musical programmes on radio. Also radio continues to hold relevance and importance among undergraduates while demographic factors and technological advancements play significant roles in shaping undergraduates' preferences for news and musical programmes on radio. Additionally, socio-economic factors and advertising strategies have lesser influence on undergraduates' preferences for news and musical programmes. Lastly, the findings indicated that the preferences of undergraduates from these universities have a considerable influence on advertising on radio. Based on the findings, it was recommended that radio stations should consider adapting their programming to better align with students preferences and embrace technological advancements in radio broadcasting to provide convenient access to content, such as mobile apps, online streaming, and podcasts among others.
