Influence of demographic variables of communication on broadcast media operations and management

Abstract

This study aimed at determining the impact of demographic variables of communication on broadcast media operations and management. The researcher adopted the survey research design and used the population of 50 broadcast media owners and managers in Owerri Metropolis. The census sampling technique was used to sample same 50 media owners and managers as the sample size of the study. The stratified sampling technique was employed in this study. The instrument for data collection used in this study was questionnaire. Finding from this study shows that broadcast media stations not considering their audience demographic variables impacts negatively on the station and affects their whole communication process with the audience; this as well affects their media operations and management. The researcher concludes that proper consideration of audience demographic variables affects the whole communication process and acceptance of broadcast media programme operations and management. The researcher recommends that media proprietors and managers should always conduct thorough research to ascertain the needs of the audience and make an attempt to satisfy them in order to win and retain the patronage of broadcast media audience, guarantees profit in business.