NJOMACS

This study investigates listeners’ perceptions of political radio talk show programmes in Lagos and Oyo States, Nigeria, with emphasis on how demographic factors and interactivity influence audience engagement. Employing survey design, data were collected through structured questionnaire administered to radio listeners across urban and rural communities in both states. Findings reveal significant differences in perception: Lagos audiences, especially younger and educated listeners, preferred politically oriented talk shows enriched with interactive features such as call-ins, SMS, and social media. Conversely, audiences in Oyo, particularly in rural areas, favoured talk shows addressing local governance, agriculture, and cultural heritage, reflecting the centrality of radio as a primary source of community information. Gender, socio-economic status, and education significantly shaped perceptions, with women and low-income groups relying heavily on radio for civic engagement. The study underscores the role of interactivity in enhancing listenership, with Lagos demonstrating higher integration of digital tools compared to Oyo. It concludes that radio remains a vital platform for civic participation in Nigeria and recommends that broadcasters adapt content to local audience needs while leveraging digital innovations to sustain interactivity.