The effects of public service broadcasting on rural development: a study of the impact of selected programmes of Cross River Radio, Ikom and four other rural areas

Abstract

Broadcasting should not just inform, educate and entertain society. It should also influence the behaviour of persons. That is why the Nigerian Broadcasting Code describes broadcasting as “a most potent mass medium,” capable of reaching out to audiences simultaneously and availing man with the best means of information dissemination and reception, thereby enabling the individuals to share in, and to contribute to the best of their ability to the progress of the world around them. According to the Nigerian Broadcasting Code, “by means of broadcasting, every Nigerian is expected to partake of ideas and experiences, that will enrich their lives and help them to live in a complex, dynamic and humane society (4).” This means that broadcasting in Nigeria should not only influence societal values positively, it should also improve and strengthen the social, cultural, economic, political and technological values of the nation and indeed set agenda for the public good. The Broadcast Regulation in Nigeria also states that “broadcasting has been and continues to be a very potent catalyst for social mobilization and development” just as it is “a powerful instrument for positive change (109).”