IMPACT OF COMMERCIALS ON THE SUCCESS OF PRIVATE RADIO STATIONS IN NIGERIA

Abstract

The study examined the impact of commercials on the success of private radio stations in Nigeria with a particular referenceto Unique 103.1 F.M, Ilesha, Osun State.  Commercialization is thriving because editors, publishers and owners of the broadcast stations/print media see the organizations or their investment as a profit making venture that should yield the required financial return. Increasingly, commercial-oriented news stories are taking the place of hard news reports these days. Survey research method coupled with questionnaire was used in eliciting data from the selected respondents. The data were analyzed using table and frequency and percentage tables. The paper recommends that broadcast media should design better ways of generating funds without necessarily selling the integrity of their respective media to the sponsors.

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