INFLUENCE OF DEMOGRAPHIC VARIABLES OF COMMUNICATION ON BROADCAST MEDIA OPERATIONS AND MANAGEMENT

This study aimed at determining the impact of demographic variables of communication on broadcast mediaoperations and management. The researcher adopted the survey research design and used the population of 50broadcast media owners and managers in Owerri Metropolis. The census sampling technique was used to samplesame 50 media owners and managers as the sample size of the study. The stratified sampling technique wasemployed in this study. The instrument for data collection used in this study was questionnaire. Finding from thisstudy shows that broadcast media stations not considering their audience demographic variables impacts negativelyon the station and affects their whole communication process with the audience; this as well affects their mediaoperations and management. The researcher concludes that proper consideration of audience demographic variablesaffects the whole communication process and acceptance of broadcast media programme operations andmanagement. The researcher recommends that media proprietors and managers should always conduct thoroughresearch to ascertain the needs of the audience and make an attempt to satisfy them in order to win and retain thepatronage of broadcast media audience, guarantees profit in business.