BROADCAST STATIONS CREDIBILITY AND AUDIENCE PERCEPTION OF NEWS IN AKWA IBOM BROADCASTING CORPORATION

This study investigated the relationship between broadcast credibility and audience perception of news programmes on the Akwa Ibom Broadcasting Corporation (AKBC). The research aimed to: examine the perceived credibility level of AKBC; assess the relationship between presenter credibility and audience perception and identify influencing factors Grounded in Source Credibility Theory and supported by Perception Theory, the study employed a quantitative survey design. Data were collected via a structured questionnaire from 376 purposively sampled AKBC viewers/listeners across Akwa Ibom State and analysed using descriptive statistics and Pearson correlation. Findings revealed a moderate overall credibility level for AKBC, characterised by strengths in timeliness but significant weaknesses in transparency. A statistically strong positive correlation was found between presenter credibility and audience perception. Key credibility determinants included presenter familiarity with local issues, clear language, and avoidance of sensationalism. The study concludes that presenter credibility is the linchpin of audience trust in AKBC’s news output. Recommendations include institutionalising a transparent corrections protocol, implementing continuous presenter development programmes focused on local expertise, adopting a strategic multilingual programming framework, and evolving AKBC’s digital strategy towards trustcentric engagement