A COMPARATIVE STUDY OF MEDIA ADMINISTRATION AT KPOKO FM AND DBS IN DELTA STATE

A COMPARATIVE STUDY OF MEDIA ADMINISTRATION AT KPOKO FM AND DBS IN DELTA STATE CHAPTER ONE INTRODUCTION 1.1 Background of the Study Over various historical periods, the Nigerian media has been regarded as one of the most vibrant in the world and is widely acknowledged as the most dynamic in Africa. This reputation is well-founded and not without justification (Liman, 2019). Since the colonial era, the Nigerian media has played a crucial role in disseminating information that influences governance positively and in molding public opinion to support nation-building and responsible leadership. As the fourth estate of the realm, the Nigerian press was instrumental in the nationalist struggle and the quest for independence from British colonial rule. Even during the various phases of military rule in Nigeria, the media acted as a de facto opposition, challenging the military regimes. Journalists and media professionals, often at great personal risk, confronted successive authoritarian governments, exposing their corruption, abuse of power, and misappropriation of the nation's resources and wealth (Lamidi, 2018). The media, a multifaceted non-governmental institution, has become even more intricate due to swift technological advancements. From the simple gongs of village town criers to handwritten anti-colonial publications, from bold newspaper headlines to high-definition news coverage on satellite television and the influence of digital blogs, the impact of the modern media cannot be overlooked (Okunna, 2021). Nonetheless, the media’s ability and readiness to fulfill its responsibilities efficiently are closely linked to the kind of management systems they operate under. In the context of businesses and organizations, management refers to the coordination of human efforts to achieve objectives using available resources effectively and efficiently (Okafor, 2017). Management comprises planning, organizing, staffing, directing, and controlling an organization or a specific project to meet set goals. This involves the optimal utilization of human, financial, technological, and natural resources (Liman, 2019). Present-day media management reveals evident gaps in organizational leadership and staff involvement, which must be addressed. Given the rapid transformations occurring in the media landscape and the sector's reliance on skilled personnel for innovative content creation, this area of study is both timely and critical. Consequently, this research aims to conduct a comparative assessment of media management in Kpoko FM and DBS Delta State. 1.2 Statement of the Problem The expression “He who pays the piper calls the tune” has long been a reality adversely affecting how broadcast media—whether private or government-owned—is managed. Kreitner (2019) asserts that no media organization, regardless of its professed independence, is completely free from the influence of vested interests. These interests—whether economic, ethnic, or religious—may be served either deliberately or inadvertently, often undermining objectivity and fairness. William (2018) identifies several obstacles facing the media, including excessive editorial interference by media proprietors, the recruitment of loyal but unqualified individuals, financial constraints, corruption, ineffective internal communication, the inability to assess and address performance issues, challenges in talent recruitment, conflict resolution, and employee retention. Given these multifaceted challenges, this study intends to carry out a comparative analysis of media management in Kpoko FM and DBS Delta State. 1.3 Objectives of the Study The main goal of this study is to carry out a comparative analysis of media management between Kpoko FM and DBS Delta State. The specific objectives include: i. To identify the media management styles in practice within Nigeria's media industry. ii. To assess whether there are significant differences in the media management approaches used by Kpoko FM and DBS Delta State. iii. To determine if there is a noticeable difference in the efficiency of media management practices between Kpoko FM and DBS Delta State. iv. To examine the elements influencing media management operations at Kpoko FM and DBS Delta State. 1.4 Research Questions The research is guided by the following questions: i. What are the prevalent media management styles in the Nigerian media industry? ii. Is there a significant variation in the management styles employed by Kpoko FM and DBS Delta State? iii. Are there substantial differences in the effectiveness of media management practices at Kpoko FM and DBS Delta State? iv. What factors affect the media management practices at Kpoko FM and DBS Delta State? 1.5 Research Hypotheses The hypotheses formulated for this study include: H₀₁: There is no significant difference in the media management styles adopted by Kpoko FM and DBS Delta State. H₀₂: There is no significant difference in the effectiveness of media management practices between Kpoko FM and DBS Delta State. 1.6 Significance of the Study This study holds substantial value as it highlights the role radio stations play in driving development across both rural and urban communities. It also reveals how media house management significantly impacts the overall performance and influence of the media. The outcomes of the study are expected to benefit governmental bodies by showcasing the potential that radio platforms hold for community development. Additionally, the findings will serve as an essential resource for governmental institutions, radio stations, broadcasting regulatory bodies, and academic scholars. It will contribute valuable insights to the academic field and enrich existing literature on media management. 1.7 Scope of the Study The research will examine the ethical dimensions of media management in both Kpoko FM and DBS Delta State. It will explore the different models of media management applied in these stations and assess the extent of state government involvement in their management operations. Furthermore, the study will analyze the strategies employed to enhance media quality in Kpoko FM and DBS Delta State. As such, the focus of this research is limited to these two broadcasting stations in Delta State. 1.8 Limitations of the Study This research encountered several constraints, including: Financial limitations: These restricted the researcher’s ability to access relevant materials and handle the costs associated with printing and distributing questionnaires. Time constraints: Balancing the demands of this research with other academic responsibilities made it challenging to allocate adequate time to all research activities. 1.9 Definition of Terms Media Management: A multidisciplinary field of study that examines how media organizations utilize limited resources to fulfill the needs and preferences of the society they serve.