EMERGING TECHNOLOGIES AND AUDIENCE ENGAGEMENT IN SELECTED LAGOS RADIO STATIONS
Keywords:
radio broadcasting, digital technology, audience engagement, Lagos radio, media innovationAbstract
Radio broadcasting in Nigeria operated at a contested crossroads between analogue tradition and digital possibility. This study examined how selected commercial radio stations in Lagos, Nigeria, adopted emerging technologies, including online streaming, social media integration, mobile applications, podcasting, and artificial intelligence tools, and how such adoption related to measurable changes in audience growth and engagement. The study was situated within the Uses and Gratifications Theory and the Diffusion of Innovations Theory as its analytical framework. A mixed-methods research design was employed, combining a structured questionnaire administered to 380 radio listeners in Lagos with in-depth interviews conducted with programme directors and digital content managers at five purposively selected radio stations: Beat 99.9 FM, Cool FM Lagos, Lagos Talks 91.3 FM, Wazobia FM, and Nigeria Info 99.3 FM. Quantitative data were analysed using descriptive statistics and multiple regression, while interview data underwent thematic analysis. Findings indicated that online streaming and social media integration produced the strongest effects on audience reach, while podcast archiving and artificial intelligence content tools, though promising, remained unevenly adopted across stations. The data tentatively indicated a positive association between interactive digital features (notably WhatsApp community engagement) and sustained audience loyalty. The study argued that technology adoption in Lagos radio proceeded asymmetrically, shaped by financing constraints, personnel capacity, and regulatory ambiguity. Recommendations were offered for station managers, media regulators, and communication policymakers.
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