Impacts of Digitization and Commercial Pressure on Audience Engagement With Lagos Traffic Radio 96.1 Fm

Student: Victor Oluwajuwon Aladeniyi (Project, 2025)
Department of Communication Studies
Bamidele Olumilua University of Edu. Science and Tech. Ikere Ekiti, Ekiti State

Abstract

ABSTRACT
The study investigated Impact of digitization and commercial pressures on audience engagement with Lagos Traffic radio 96.1FM. The specific objectives were to: determine the impact of digital engagement metrics on 96.1 FM coverage of social issues, Investigate the place of commercial pressures on 96.1FM coverage of social issues and to examine the media coverage influence high dependency of 96.1 FM on social issues. The study adopted a mixed-methods survey design. A total of four hundred (400) respondants were selected to constitute a sample for the study. Data collected were analysis using IBM Statistical Package for Social Sciences (SPSS) version 26. Findings of this study showed that to a very high extent how digital engagement metrics influence the selection and depth of social issue coverage on 96.1 FM. Recommendations were made that the Radio station should align with the changing trend to ensure relevance and advancement in social issues, 96.1 FM Lagos should go digital in their programmes to meet the changing trend globally while it was suggested for further study study could be carried out in other states to find out whether similar results would be obtained. It is important to investigate whether the findings can be generalized to other state.

Keywords
impacts digitization commercial pressure audience engagement lagos traffic radio
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