Sponsorship and Listenership of Rural Development Broadcasts in SW Nigeria

Rural broadcasts on radio play a major role in agricultural extension and rural development. Their sustainability is however threatened by poor sponsorship which may impact negatively on listenership. Scientific information on rural broadcast sponsorship and listenership which may enhance sponsorship in southwestern Nigeria is scanty. Sponsorship and listenership of Rural Development Broadcasts (RDB) on radio in southwestern Nigeria were therefore investigated. Data were collected on listenership of RDB, programme format preferences for listeners and broadcasters, reasons for sponsorship and willingness to sponsor rural broadcasts. Indices of listenership (0 - 127), programme format preferences (broadcasters 43 - 95; listeners 872 - 1073) and willingness to sponsor (84 - 126) were derived for categorisation of respondents. It was found that sponsors were willing to support rural development broadcasts based on benefit and wider listenership. Listenership is likely to be sustained if the interview programme format preferred by rural listeners is utilised.