Impact of News Commercialization in Broadcast Media: A Comparative Study of Public and Private Organizations
Chapter One
Research Questions
This study seeks to answer the following research questions:
- What is the extent of news commercialization in public and private broadcast media?
- How does news commercialization impact the objectivity and credibility of news reporting?
- What are the audience perceptions regarding commercialized news in public and private broadcast media?
CHAPTER TWO
LITERATURE REVIEW
Broadcast Media
The term “broadcast media” describes the dissemination of audio and video content to a large audience through digital, television, and radio channels. It is essential to national growth, public education, and the spread of information (Croteau & Hoynes, 2021). Broadcast media were founded in the past to provide reliable, impartial, and objective news in the public interest. However, the broadcast journalism landscape has changed significantly due to the growing influence of commercialisation, which has an impact on audience perception, news credibility, and media ethics (Baym, 2022).
Broadcast media’s main purpose is to inform, educate, and amuse the public. It is a tool for influencing political discourse, forming public opinion, and holding government agencies responsible (Papathanassopoulos, 2023). Traditionally supported by the government, public service broadcasters are supposed to report objectively and fairly. Financial limitations, however, have compelled public broadcasters to embrace commercial methods more frequently, which frequently results in slanted news that supports governmental goals and political elites (Ekwo, 2022). On the other hand, private broadcast media prioritise advertising revenue over journalistic integrity because they are motivated by profit (Chernov, 2024).
Additionally, broadcast media are essential for advancing social change and democracy. Broadcast media promote civic involvement and public discourse on important societal issues by giving citizens timely and pertinent information (Chan, 2023). Independent press has played a crucial role in exposing corruption and promoting legislative changes in many democracies. Nonetheless, the growing tendency of news commercialisation has sparked questions about whether broadcast media can continue to function as an impartial medium for the spread of information (Zhao, 2020).
The main factors between public and private broadcast media are editorial control, ownership, and finance. It is expected of public broadcasters, including government-owned radio and television stations, to act in the public interest. However, their editorial independence is limited due to their reliance on state funding, which frequently exposes them to government influence (Azeez, 2023). Because public broadcasters could be forced to match their news coverage with government objectives and orders, this leads to a clash between journalistic impartiality and political interests (Ugande, 2023).
Conversely, private broadcast media are commercial and rely mostly on sponsorships and advertising to make money (Puhringer et al., 2022). They are more editorially independent from government meddling thanks to this funding model, but it also leaves them open to corporate control. Media outlets are frequently under pressure from advertisers to slant news reports to suit their agendas, which results in biased reporting and a fall in investigative journalism (Huang, Davies, & Knight, 2020). In the end, this increased commercialisation has impacted the public’s access to reliable and in-depth journalism by giving priority to entertainment-based content over hard news, a phenomenon known as infotainment (Baym, 2022).
CHAPTER THREE
METHODOLOGY
Research Design
Advertisements
This study adopted a survey research design to examine the impact of news commercialization in broadcast media, focusing on public and private radio stations in Ibadan, Nigeria. A survey design was considered appropriate as it allowed the researcher to gather data from a large number of respondents within a relatively short period. This approach facilitated the collection of quantitative data through questionnaires and qualitative data through interviews, providing comprehensive insights into the phenomenon under investigation (Saunders, Lewis, & Thornhill, 2019).
The survey design was also suitable for comparing the perceptions and experiences of professionals in public and private radio stations concerning news commercialization. Furthermore, it provided a structured framework for assessing the extent to which commercialization has influenced broadcasting operations in both sectors.
Population of the Study
The study focused on radio stations operating in Ibadan, Oyo State, Nigeria, selected due to its dynamic media environment comprising both public and private radio stations. The target population included media professionals such as broadcasters, producers, editors, journalists, and management staff directly involved in news production and dissemination. By targeting these professionals, the study aimed to capture insights into how news commercialization impacts various aspects of their operations.
The radio stations chosen for the study included two public and two private stations to ensure a balanced comparison. The public radio stations were the Broadcasting Corporation of Oyo State (BCOS) Radio and the Federal Radio Corporation of Nigeria (FRCN) – Amuludun FM. The private radio stations selected were Splash FM 105.5 and Fresh FM 105.9. These stations were deliberately chosen because of their prominence and influence within the Ibadan media landscape, providing a suitable sample for analyzing the differences in news commercialization practices between public and private organizations. The selection of these stations allowed for an in-depth comparison of how news commercialization is approached and managed, and its implications on broadcast media.
CHAPTER FOUR
DATA ANALYSIS AND DISCUSSION
Demographic Data
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
Summary of Findings
This study examined the extent, impact, audience perceptions, and ethical implications of news commercialization in public and private broadcast media, particularly radio stations. The findings were derived from quantitative data obtained through questionnaires distributed to 100 respondents, of which 92 were successfully retrieved and analyzed, as well as qualitative data collected from interviews with key informants including station managers and senior editors.
The demographic analysis revealed that the majority of respondents were male (54.3%), while females constituted 45.7%. Respondents were predominantly within the age range of 26 – 35 years (34.8%) and 36 – 45 years (30.4%), reflecting a mostly youthful and middle-aged population actively involved in media-related activities. In terms of educational qualifications, the largest proportion of respondents held Bachelor’s Degrees (39.1%), followed by Higher National Diplomas (19.6%), indicating a fairly educated group well-versed in media practices. The occupation/designation analysis showed that the respondents included broadcasters, producers, editors, journalists, and management staff, with journalists making up the highest percentage (30.4%). Furthermore, the study population was equally divided between private and public radio stations, indicating a balanced perspective in analyzing news commercialization practices.
The findings from Table 4.2 indicated that news commercialization is indeed a prevalent practice in both public and private radio stations, though it is more pronounced in private radio stations. Specifically, 32.6% of the respondents strongly agreed, and 43.5% agreed that news commercialization is a common practice in both public and private radio stations. Additionally, 30.4% strongly agreed, and 41.3% agreed that private radio stations engage more in news commercialization than public radio stations. It was also evident from the interviews that financial pressures drive private radio stations towards news commercialization, especially during political campaigns when sponsors demand favourable coverage. Although public radio stations are gradually embracing commercialization, it is predominantly through sponsored programs rather than direct news content.
Furthermore, the findings demonstrated that the commercialization of news content is largely motivated by the need for financial sustainability. A significant proportion of respondents (26.1% strongly agreed, and 41.3% agreed) believed that news commercialization is essential for the financial survival of radio stations. This assertion was supported by interview responses where participants highlighted the declining traditional advertising revenue, which has forced private radio stations to increasingly rely on news commercialization for sustainability. Public radio stations, while not under the same financial pressures, also face budgetary expectations that prompt them to engage in commercialization to some extent.
Regarding the impact of news commercialization on the objectivity and credibility of news reporting, the findings in Table 4.3 revealed that a considerable number of respondents believed news commercialization compromises objectivity. Specifically, 38.0% of the respondents strongly agreed, and 30.4% agreed that commercialization compromises the objectivity of news reporting. Additionally, 34.8% strongly agreed, and 32.6% agreed that private radio stations are more likely to present biased news due to commercial interests. Interview responses corroborated this view, with private radio station editors admitting that sponsors often attempt to influence content, particularly during political coverage. It was also noted that public radio stations were generally perceived as more credible, primarily because they were not as heavily influenced by advertisers. However, even public stations were reported to occasionally exhibit biases when sponsors exert influence.
Audience perception of commercialized news, as presented in Table 4.4, indicated that audiences generally prefer news content free from commercial influence. About 39.1% of respondents strongly agreed, and 30.4% agreed with this assertion. Similarly, 32.6% strongly agreed, and 34.8% agreed that commercialized news is often viewed as less reliable. The findings also revealed that public radio stations are trusted more by audiences for unbiased news, with 31.5% of respondents strongly agreeing, and 32.6% agreeing with this statement. Interview responses reinforced these findings, as journalists reported receiving numerous complaints from audiences about biased reporting whenever sponsors’ interests were evident in news content.
Furthermore, the findings highlighted the ethical concerns associated with news commercialization. Interview participants consistently emphasized the need for stricter regulations to ensure ethical standards are maintained. Additionally, the need for improved transparency through disclaimers and proper labelling of commercialized content was stressed. This would allow audiences to differentiate between sponsored content and unbiased news reporting, thereby preserving the credibility of the media.
In summary, the findings demonstrated that news commercialization is a widespread practice, particularly within private radio stations. Financial pressures remain the primary motivator for commercialization, which often results in compromised objectivity and reduced credibility. While public radio stations are generally perceived as more credible, they are not entirely immune to commercialization influences. Audience perceptions largely align with the notion that commercialized news is less reliable, with a preference for news content free from commercial influences. The ethical implications of news commercialization highlight the need for improved regulations and adherence to ethical standards to maintain credibility and audience trust in radio broadcasting.
Conclusion
The study explored the extent, impact, audience perceptions, and ethical implications of news commercialization in public and private broadcast media, specifically radio stations. The findings revealed that news commercialization is prevalent in both public and private radio stations, but it is more pronounced in private stations due to financial pressures and the need for revenue generation. This trend is particularly evident during political campaigns where sponsors attempt to influence content to favour their interests.
It was also established that news commercialization compromises objectivity and credibility in news reporting, especially among private radio stations. While public radio stations are perceived to be more credible, they are not entirely free from commercial influences. The credibility of news content is frequently challenged when sponsors attempt to manipulate content to suit their preferences.
Audience perceptions indicated a strong preference for news content that is free from commercial influence. Many respondents viewed commercialized news as less reliable, reinforcing the notion that commercialization undermines the credibility of radio broadcasting. Additionally, ethical concerns associated with news commercialization were evident in the responses, with calls for more transparent practices and improved regulations to distinguish sponsored content from unbiased news reporting.
The study concludes that while news commercialization may be essential for the financial sustainability of radio stations, it poses significant challenges to objectivity, credibility, and ethical standards in journalism. A balance must be struck between financial sustainability and adherence to ethical standards to preserve public trust and maintain the credibility of the media.
Recommendations
Based on the findings and conclusion of this study, the following recommendations are made:
- Regulatory Oversight and Enforcement: Media regulatory bodies should strengthen oversight mechanisms to ensure adherence to ethical standards in news reporting. Regulations should emphasize the clear distinction between sponsored content and unbiased news, requiring stations to disclose sponsorship affiliations where applicable.
- Improved Transparency in News Reporting: Radio stations, particularly private ones, should implement transparent practices that clearly label commercialized content. By providing disclaimers and acknowledging sponsorships, stations can enhance audience trust and credibility.
- Adoption of Alternative Revenue Models: To reduce over-reliance on news commercialization, private radio stations should explore alternative revenue streams such as paid subscriptions, crowdfunding, partnerships, and diversified content offerings. This approach could help mitigate the financial pressures that drive excessive commercialization.
- Professional Training and Ethical Awareness: Media professionals should undergo regular training on ethical standards and responsible journalism. This training should include modules on maintaining objectivity and credibility despite financial pressures from sponsors.
- Audience Education and Awareness: Efforts should be made to educate audiences on identifying commercialized content and understanding the implications of sponsored news. This awareness will empower audiences to make informed decisions about the credibility of the information they consume.
- Continuous Research and Monitoring: Further studies should be conducted to evaluate the effectiveness of regulatory measures and transparency efforts in addressing the challenges posed by news commercialization. Regular monitoring and assessment can help refine policies and improve practices within the broadcasting industry.
References
- Asogwa, C. E., & Asemah, E. S. (2022). News communication, objective journalism practice, and the sustenance of democracy in Nigeria. Higher Education of Social Science.
- Azeez, A. L. (2023). The effect of commercial pressures on news organizations. African Journal of Arts and Cultural Studies, 2(1), 85–90.
- Baym, G. (2022). Infotainment. In Donsbach, W. (Ed.), The International Encyclopedia of Communication. Blackwell Publishing. Retrieved from http://www.communicationencyclopedia.com/subscribe/tocnode?id=g9781405131995_chunk_g978140513199514_SS32_1 (Accessed September 10, 2013).
- Chan, J. M. (2023). Commercialization without independence: Trends and tensions of media development in China. In J. Y. S. Cheng & M. Brosseau (Eds.), China Review 1993 (pp. 25.1–25.21). Hong Kong: Chinese University Press of Hong Kong.
- Chernov, G. (2024). Stealth advertising: The commercialization of television news broadcast in Canada. Global Media Journal – Canadian Edition, 3(2), 31–48.
- Croteau, D., & Hoynes, W. (2021). The business of media: Corporate media and the public interest. Thousand Oaks: Pine Forge Press.
- Ekwo, U. A. (2022). Commercialization of news in Nigerian media: An impediment to information flow. In Nwosu, I. E., & Ekwo, U. A. (Eds.), Mass Media and Marketing Communications: Principles, Practices, Perspectives. Enugu: Thought Communications Publishers.
- Huang, C. J. (2021). China’s state-run tabloids: The rise of city newspapers. Gazette: The International Journal for Communication Studies, 63(5), 435–450.
- Huang, C., Davies, C. L., & Knight, A. (2020). Beyond party propaganda: A case study of China’s rising commercialized press. ejournalist.au.com, 1.
- Lwanga, M. J. (2022). The impact of media commercialization: A study of Radio Uganda (Master’s thesis). Rhodes University.
