PROGRAMMING AND THE PROMOTION OF CULTURAL HERITAGE BY SELECTED RADIO STATIONS IN RIVERS STATE: THE TECHNIQUES AND BELTS

This study investigates how selected radio stations in Rivers State promote and
sustain indigenous cultural heritage through their programming practices. The
objectives were to identify cultural heritage programmes broadcast by the select
radio stations in Rives State, analyse the programming techniques used in their
programmes, and examine the scheduling belts allowed to cultural content. This
study is anchored on the Development Media Theory, which emerged primarily in
response to the communication realities of developing countries where media
institutions were expected to contribute actively to national development, social
progress, and cultural advancement, and Uses and Gratifications Theory, which
emphasizes audience choice and motivation in media consumption. A mixedmethod research design was adopted, combining both quantitative and
qualitative approaches for comprehensive data collection. The quantitative aspect
utilized a structured questionnaire administered to a sample size of 384
respondents, determined using the Krejcie and Morgan sample size formula. The
qualitative aspect involved in-depth interviews with four key informants,
comprising two managers and two programme directors from selected radio
stations. The instruments used for data collection were a questionnaire structured
into sections based on the research objectives and an interview guide designed to
elicit detailed insights from media practitioners. Data collected were analyzed using descriptive statistics such as frequencies, percentages, and means for the
quantitative component, while the qualitative data were analyzed thematically.
Findings showed that radio remains a vital medium for promoting indigenous
culture through programmes that use local languages, drama, and music.
However, the effectiveness of such efforts is limited by financial constraints,
insufficient airtime, and competition from entertainment-driven content. The
study concludes that integrating creative programming with consistent
scheduling, audience research, and digital media strategies can enhance the
cultural role of radio. It recommends improved funding, training, and policy
support to sustain cultural programming in Rivers State.