Article Sidebar
Article Details
This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge.
JAE supports free online communication and exchange of knowledge as the most effective way of ensuring that the fruits of research and development practice are made widely available. It is therefore committed to open access, which, for authors, enables the widest possible dissemination of their findings and, for readers, increases their ability to discover pertinent information. The Journal adopts and uses the CC BY-NC-ND license. Under this license users are permitted to: Copy and distribute the article (non-commercially); you can’t change or alter the article in anyway; Users are not allowed to data mine the article.
Main Article Content
Private Sponsorship of Rural Development Broadcasts on Radio in Southwest Nigeria
Abstract
The study explored the private sponsorship prospects of rural development broadcasts (RDBs) on radio in Southwest Nigeria. Forty private sponsors of programmes were randomly selected for the study. Questionnaire was used to collect data on private sponsorship status of RDBs, reasons for broadcasts’ sponsorship, factors hindering RDBs sponsorship and willingness to sponsor RDBs. Frequency counts and binomial logit were used to analyse the resulting data. There was a low sponsorship status (26.7%) of RDBs among the sponsors. Inadequate knowledge of benefits derivable from sponsorship of RDBs (30%) hindered sponsorship of RDBs while increased sensitisation on these benefits (40%) would enhance their sponsorship status. Increased brand awareness was the most important reason (46.7%) that propelled sponsors to support broadcasts. Most sponsors (66.7%) would be willing to support RDBs on radio. Sponsors’ characteristics were not significantly related to their willingness to sponsor RDBs. Stakeholders in rural development broadcasting should therefore step up their sensitisation campaigns among prospective sponsors to intimate them of the listenership strength of RDBs in the area in order to improve the sponsorship situation.
Keywords: Willingness, broadcast, sponsorship
