DIRECTOR-General of Delta State Orientation and Communications Bureau, Dr Fred Oghenesivbe has again emphasized the need for broadcasting stations in Nigeria to prioritize local contents and invest substantially in staff capacity building to enhance effective communication and programming.
He gave the charge while delivering a 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 identified effective communication as the backbone of any successful organization, including radio broadcasting, adding that broadcasters have the power to shape public opinion, influence cultural narratives, and provide vital 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.
He said that the broadcasting landscape was 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.
He posited that despite radio’s potential, it faced significant challenges in effective communication, which include information overload, diverse audience needs, rapid technological changes, and increasing competition.
Dr Oghenesivbe, therefore, pointed out that the modern audience is inundated with information from various sources, making it challenging to capture and retain their attention.
The radio audiences, he said are diverse, with varying age groups, interests, cultural backgrounds and socioeconomic status, and therefore urged Bridge FM and broadcasting organisations to, on a regular basis, conduct audience’s research, create targeted content, incorporate diverse voices and perspectives, and offer multilingual programming.
“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.
