EXPLORATION OF THE MOTIVATIONS FOR PROLIFERATION OF RADIO STATION IN OYO STATE, NIGERIA

This paper investigates radio proliferation in Oyo state, Nigeria. Anchored on the Democratic Participant MediaTheory, the research examines how political, economic, socio-cultural, religious and technological factors shapedradio ownership and expansion. A qualitative research approach was adopted using in-depth interview as the datacollection instrument. Data were collected through a snowball sampling technique involving 9 radio station owners/administrators or managers across major geopolitical zones in the state. Thematic analysis with aid of NVivo softwareversion 15 was employed to analyse the data. Findings revealed six dominant themes: motivation, competition,ownership influence, technological impact, operational challenges and future sustainability. Political ambition andeconomic interest emerged as the strongest drivers reinforced by status conferral and religious objectives whiletechnological advancements significantly lowered entry barriers and expanded audience reach. The study concludesthat although radio proliferation enhances media plurality and participatory communication, it also intensifies marketsaturation and ethical vulnerabilities. The paper recommends stronger regulatory oversight, content specialization,sustainable business models and renewed professional standards.