Prioritise Local Content and Innovation, Delta Orientation Bureau DG Urges Nigerian Radio Stations
ASABA/Nigeria: The Director General of Delta State Orientation and Communications Bureau, Dr Fred Latimore Oghenesivbe, has reiterated the importance of prioritising local content and investing in staff development to enhance effective communication and programming in Nigeria’s broadcasting sector.
Dr Oghenesivbe made this assertion while delivering the keynote address at the official launch of Bridge FM Radio’s programme planning conference in Asaba, themed “Programming for Effective Communication.” He highlighted that effective communication remains the backbone of any successful organisation, particularly in radio broadcasting, which holds significant power in shaping public opinion and influencing cultural narratives.
He stressed the importance of creating strategic, high-quality local content that resonates with diverse audiences, noting that radio continues to be one of the most accessible and widely consumed media platforms worldwide.
As the broadcasting landscape rapidly evolves, with the rise of digital radio, podcasting, social media integration, and streaming services, Dr Oghenesivbe emphasised the need for broadcasters to invest in modern broadcast technology and innovation. He pointed out that while radio holds great potential, it also faces numerous challenges, including information overload, the diverse needs of audiences, technological advancements, and increasing competition.
“The modern audience is bombarded with information from multiple sources, making it difficult to capture and retain their attention,” Dr Oghenesivbe observed. He called on Bridge FM and other broadcasting organisations to regularly conduct audience research, craft targeted content, and include diverse voices and multilingual programming to meet the varying interests and backgrounds of their listeners.
“To stay ahead in this competitive market, radio stations like Bridge FM must differentiate their content, invest in talent development, and forge strong connections with local communities,” he said, emphasising the need for broadcasters to understand their audience’s needs, preferences, and values.
Dr Oghenesivbe, a member of the Association of Communication Scholars and Professionals of Nigeria (ACSPN), advised broadcasters to embrace diversity and inclusivity in their programming, incorporate audience feedback, and leverage technology to enhance engagement. “By acknowledging and addressing these challenges, Bridge FM can refine its programming strategy to better serve its audience and maintain a competitive edge,” he said.
He concluded by urging broadcasters to invest in staff training, embrace digital platforms, and foster partnerships with local organisations to amplify their community impact. “Effective communication through strategic programming is crucial for the continued success of Bridge FM and similar stations. By understanding your audience and embracing innovation, you can solidify your position as a trusted voice in Delta State,” Dr Oghenesivbe said.
