Influence of Commercial News on the Development of Osbc Radio,osogbo

ABSTRACT This study investigates the Influence of Commercial News on the Development of Osun State Broadcasting Corporation (OSBC), Osogbo. In an era where media organizations increasingly rely on advertising revenue and commercial content for financial sustainability, understanding how such content influences both the growth and perception of a state-owned broadcaster is critical. OSBC, like many broadcasting stations, has adopted commercial news to support its operations, but concerns about the potential trade-offs between public interest and commercial imperatives raise important questions. The study adopted a descriptive survey design, using questionnaires to collect data from 150 respondents across Osogbo metropolis. The sample comprised both regular viewers and occasional consumers of OSBC's commercial news. Multistage sampling techniques were employed to ensure representative and reliable findings. Data was analyzed using simple frequeney distribution and percentages, while tables were used for clear presentation. Key findings reveal that a significant proportion of OSBC's audience perceives its commercial news as credible and objective, which positively contributes to audience growth and loyalty. However, a notable minority express concerns over the influence of advertisers on content objectivity, indicating the need for OSBC to maintain transparency in its news reporting. The study concludes that commercial news has played a crucial role in OSBC's financial development, enabling the station to reach a wider audience while simultaneously fostering viewer trust. The study contributes to the discourse on how commercial imperatives can be balanced with the traditional role of public service broadcasting. Recommendations include enhancing audience feedback mechanisms, maintaining objectivity in news reporting, and aligning commercial content with broader public interest objectives to ensure OSBC continues to serve its audience effectively. Keywords: Commercial, Development, OSBC Cooperation, News.