ABSTRACT
Radio is one of the viable media of mass communication. Just as communication is the transfer of information from the source to a destination. Presently, for anything to be called communication it must efficiently reach to the source, passing through the specified channel. Undoutfully, there is no way communication could be completed without feedback. It is on this background, that the research deemed it necessary to have a look at the listening habit of students in higher institution of learning particularly the students of Bowen University. The researcher went further to find out what could entice students to listening to the radio programme. In the world today, different radio stations exist, but ability to attract audience listening is what matters, and when this is lacken people turn off their radio. Any time a radio station encounters this, the audience interest wear away as the station’s image is put at stake. It is therefore revealed that for a media house to be successful it needs to work on having the audience in place before planning its programmes.
Due to the heterogeneous nature of the student’s population in the Bowen University which formed my case study, convenient sampling technique was used. In this method, 200 final year students was selected cutting across various faculties of the university from the entire populationand this was able to reveal whether students listen more or less to radio programmes.
