Broadcasting Stations Should Prioritise Local Content, Capacity Building – DG

To enhance effective communication and programming, broadcasting stations in Nigeria have been advised to prioritise local content and invest substantially in staff capacity building.

Director General of Delta State Orientation and Communications Bureau, Dr Fred Latimore, gave the charge while delivering the keynote address at the official flag-off of the Bridge FM Radio programme planning conference with the theme: “Programming for Effective Communication” in Asaba, the state capital.

Latimore identified effective communication as the backbone of any successful organization, including radio broadcasting, adding that broadcasters can shape public opinion, influence cultural narratives and provide vital information to diverse audiences.

He stated that quality programming can only be realised through strategic local content that resonates with diverse audiences. He pointed out that radio remains one of the most accessible and widely consumed media platforms globally.

The renowned communication strategist said the broadcasting landscape is evolving rapidly, with digital radio expansion, podcasting growth, social media integration, and streaming services rising, stressing the need for broadcasting organisations to invest in innovation and modern broadcast technology.

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Latimore posited that despite radio’s potential, it faces significant communication challenges, including information overload, diverse audience needs, rapid technological changes and increasing competition.

He pointed out that the modern audience is inundated with information from various sources, making it challenging to capture and retain their attention.

“Radio audiences are diverse, with varying age groups, interests, cultural backgrounds and socioeconomic status. Bridge FM and broadcasting organisations should regularly conduct audience research, create targeted content, incorporate diverse voices and perspectives and offer multilingual programming.

“The broadcasting market is increasingly competitive, with new entrants in radio and podcasting, online content providers and streaming services expansion,” Latimore stated.

Dr Henry Nzekwu, Managing Director. Bridge FM, Asaba said the radio station has been striving to know its audience, understand their needs, preferences, and values, and craft compelling content that informs, educates, and entertains.