Assessment of Broadcast Media's Adherence to NBC Code in Promoting Equitable Agribusiness and Sustainable Farming Practices in Ibadan

This study examined the adherence of broadcast media to the Nigerian Broadcasting Commission (NBC) Code in promoting equitable agribusiness and sustainable farming in Ibadan, Nigeria. Stemming from the Social Responsibility theory that the media must provide necessary information to serve the public, this study also identified the prevalent themes and content of the stations’ agribusiness-related programmes, investigated farmers’ perceptions of the programmes’ effectiveness, and identified the challenges and likely solutions for the stations in this regard. This study adopted a mixed-methods design, using content analysis on agricultural programmes of three radio stations: Premier FM (Federal), Oluyole FM (State), and Lagelu FM (Private), between January and June 2025, with a survey of 292 farmers and interviews with 15 radio staff and 5 NBC officials. Lagelu FM has the highest 60% adherence to the NBC Code in promoting agribusiness, followed by Premier FM (32%) and Oluyole FM (30%). While Lagelu FM’s agribusiness-related programmes focused on floriculture (40%) and agribusiness and marketing (20%), Premier FM’s Agbe-Asejere and Oluyole FM’s Boluyo concentrated on crop cultivation (40% and 35% respectively) and livestock farming (30% and 25% respectively). The farmers perceived Lagelu FM’s programmes more effective (40%) than its public counterparts. The challenges included the non-inclusion of a specific agricultural section in the NBC Code and inadequate funding, among others. Although adherence to the NBC Code is uneven among the stations, the radio’s role remains crucial for equitable agribusiness and sustainable farming practices in Ibadan. The NBC should create a specific section for agriculture-related programmes and enforce guidelines, while stations should seek partnerships to address challenges.