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THE TASK OF MANAGING A RADIO STATION A CASE STUDY OF BAYELSA STATE RADIO CORPORATION
This work focus on the task of managing a radio station, also Balyesa State Radio station as a case study, chapter one of this work explains the background of the study, statement of problem, scope of study, justification of study, significance of study, delimitation of study and definition of terms. Chapter two is a review of related literature, chapter three focuses on the history of Bayelsa State Radio Station. Chapter four is an analysis of management skills adopted by the station. It also examines the problems and prospects of the station, Chapter five summaries of the major, findings, recommendations and conclusion.
TABLE OF CONTENTS
Title Page - - - - - - - - - - i
Certification - - - - - - - - - ii
Dedication - - - - - - - - - iii
Acknowledgement - - - - - - - - iv
Abstract - - - - - - - - - - vi
Table of Contents - - - - - - - - vii
1.2 Statement of the Problem
1.3 Scope of the Study
1.4 Purpose of the study
1.5 Justification of Study
1.6 Delimitation of the Study
1.7 Research Method
1.8 Definition of Terms
2.1 Literature Review
3.1 Evolution of the Radio Medium
3.2 Radio Broadcasting in Nigeria
3.3 Management Skills
3.4 Problems of Adopting the Skills
4.1 The Management of Radio Bayelsa
4.1.1 Operation Department
4.1.2 Presentation Department
4.1.3 Commercial Department
5.1 Summary of Major Findings
Radio communication from its inception in the 20th century has been brandished the most universal medium of mass communication in the electronic media. This is because; radio is cheaper and more accessible to a greater number people.
The world today is traditional and the society so dynamic that technology and survival urges have engulfed the masses, thereby calling for a proper use of leisure time. In terms of portability, radio has a great advantage as far as mass communication is concerned. Radio remains the most vibrant medium for musical entertainment largely because of the intrinsic quality of pure morality which it shares with music.
According to Mcluhan (1973:264):
We live today in the age of information and communication because electronic media instantly and constantly create a total field of interacting events in which all men participate.
This explains why a great deal of radio programming is actually designed to accommodate secondary listening, with the materials split into short segments. More than 80 percent of BBC radio output now consists of music and news.
There is evidence to suggest that listeners are still attentive. Here in Nigeria, radio broadcasting is no longer a monopoly of government and a few non-political religious bodies. There are more than 148 broadcasting stations competing for patronage. But whether government or privately owned radio media, the basic framework invariably remains the same since they all operate under common guidelines from the supervisory ministries of the Nigerian Broadcasting Corporation.
Though Radio has been described as a “blind man’s theatre” with a passive audience, the strength and advantages that the radio medium possesses above the other media continued to heap frog over the years.
This explains the reason for Ekwelie’s information that:
… 62.70% of the capital outlay on information was put aside for the expansion and consolidation of Radio services in Nigeria’s third National Development Plan Ekwelie 1982
1.2 STATEMENT OF THE PROBLEM
With the establishment of more radio stations in the country, the quality of what is transmitted has slightly dropped. This is not only because of the lack of enough professionals to march the increased number of stations but because of poor management. the said lack of enough broadcasting experts has also left broadcasting in the hands of more unprofessional broadcasters. To these, there is need for constant information on how best a radio station can be managed. This requires the identification and suggestion of viable management skills and procedures. This work aims at providing this much needed information to radio station managers. Some of these managers do not fully understand the task ahead of all managers. This problem solved in this work by identifying the challenges and tasks to the accomplished.
1.3 SCOPE OF THE STUDY
This is a study of the task of managing a radio station. It examines the challenges and tasks ahead of radio station managers. For detailed information of topic, it explores the management skills and theories that are applied in the management of radio station. It also identifies the problem of effective management of a radio station like the Bayelsa State Radio Corporation; it suggests solutions to such problems and also recommends more in management theories, skills and procedures scope.
1.4 PURPOSE OF THE STUDY
A good number of people listen to radio on their own, often forming a close relationship with particular programmes. Since there is nothing to look at in a radio the action has to take place exclusively in the listeners mind. The mind in turn copes with the most rapid changes from place to place, from period to period and from initial monologue to realistic dialogue and back again without the upheaval of physical changes of sets. Precisely, because listeners can’t see radio characters, that visualizes them and the physical setting as well. The purpose of this study therefore is to identify the best way to manage this important medium of mass communication.
1.5 JUSTIFICATION OF THE STUDY
The business of administration has to do with the management of people and resources by an executive, towards the realization of specific corporate goals which would include artistic goals, and monetary goals. It means therefore that in any administrative structure, there must be the administrator, the personal and the materials, the manager or administrator co-ordinates both men and materials in order to realize the corporate goals of the establishment.
Since the above analysis is deemed to be true, then this study becomes highly justifiable for it is aimed at achieving the managerial processes of a Radio station. Using radio Bayelsa as a case study, the subject of this study borders more on the supposed managerial acumen that is expected of the management of a Radio Station.
But in a country where mass poverty has deprived the citizenry of important electronics like television, monitors video recorders, VCDs and even satellite dishes, the poor masses resort to the radio medium as the only way to gather information. This simply because radio is simple and affordable, besides, radio information can be achieved without the audience spending a kobo. This is rare in most mass media. The justification of this study, therefore lies on its attempt to study, critically the management procedures of a radio station.
Despite the laudable contributions of erudite scholars in management like Joal Adedeji, Olu Akomolafe, Innocent Ohiri and Chris Nwamuo, management in Nigeria has been a bone in the neck. No wonder there for that Liwhu Betiang in Agberia (ed, 2000) observed that:
The arts administrator in the electronic medium of radio is saddled with the task of understanding and co-coordinating the corporate objectives (of the establishment) … (P.G.A.).
1.6 DELIMATATION OF THE STUDY
Because my study is bordered on management and because management of material and human resources, especially in Nigeria, is difficult, I shall revolve this study within the management of a radio station.
This study examines the evolution and development of radio in Nigeria and with a sharper focus on the emergence and management of Radio Balyelsa then the task of managing it.
Some technical data are however left for the sake of a sharper focus on the management aspect. For the limitation, the challenges post by the death of books on Radio BAyelsa was quite big. Finding of the work also poses some challenges which were finally met.
1.7 RESEARCH METHOD
The research methodology for this study involved more of secondary sources than the primary. The source included journals, textbooks, magazine, handouts and mimeographs. The research method also involved primary sources which included personal experience, oral interviews and participatory observations.
1.8 DEFINITION OF TERMS
For the purpose of clarity, this work contains the definition of some key terms that are capable of enhancing our understanding of the study. They include: Task, Manage, radio and station.
According to Longman Dictionary of Contemporary English, Task is:
A piece of work that must be done, especially one that is difficult or unpleasant, or that must be done regularly, (1995: 1474)
However, as it appears in this work, task is synonymous with challenges.
To manage is to direct or control a business and the people who work in it (Longman 1995:866). Managing in this work stands the act of controlling, directing, influencing and even harmonizing both material and human resources.
Longman (1995: 1165) defines Radio as:
A piece of electronic equipment which you use to listen to programmes that are broadcast, such as music and news … (p. 1165)
Technically, radio is a name given to the system of transmission and reception of information by means of electro – magnetic radiation in form of radio waves propagated through space (Liwhu Betiang in Angberia 2000:65). Station in broadcasting context has to do with one of the many different signals you can receive on your radio or television that a company broadcast on (Longman 1995:1404).