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ABSTRACT: The objective of this study was to investigate the Impact of freelance presenters on broadcast media focusing on freelance presenters at th Uniq F.M, Ilesha, Osun State. Depending on how competent and knowledgeable they are, independent presenters can make a significant difference in the success of broadcast media stations, the radio station can effectively compete with other radio stations. However, if the contrary is true, the station will experience its effects. In today’s broadcast media operation, freelancers are without a doubt a significant ingredient. System Theory was used to give this study the required footing. A survey research method was adopted alongside a questionnaire as data collection instrument to elicit responses from the respondents that were purposively selected. The data were analyzed in frequency and percentage method while tables were equally adopted to present the data. The study finds out that the more than 30% of the respondents agree that one of the main effects of freelance presenters on Uniq FM, Ilesha is that they fill up empty airtime. whereas 44.4% claimed that the impact is that it brings in money for broadcast media, others claimed that it brought in new listeners. In actuality, the broadcast station should plan seminars and retraining for its in-house presenters and independent presenters.

Keywords: Freelance Presenters

Table of Contents

Title page                                                                                                                   




Table of contents                                                                                           



1.0       Introduction

1.1       Background to the Study      

1.2       Statement of the Problem

1.3       Objectives of the Study

1.4       Research Questions

1.5       Significance of the Study

1.6       Scope of the Study

1.7       Operational Definition of Terms


2.0       Literature Review

2.1       Definition of Mass Media

2.2       Functions of Mass Media

2.3       Definition of Broadcast Media

2.4       Forms of Broadcast Media

2.5       Various Departments in Broadcast Media

2.6       Definition of Presenter/Broadcaster

2.7       Qualities of a Presenter

2.8       Role of Presenter in Broadcast Media

2.9       Concept of Freelance Presenter

2.10     Reasons for Freelance Presentation in Broadcasting Media

2.11     Benefit of Freelance Presenter to Broadcast Industry

2.12     History of Unique FM

2.13     Theoretical Framework


3.0       Research Design

3.1       Study Population

3.2       Sample Size

3.3       Sampling Technique

3.4       Data Collection Instrument

3.5       Validity and Reliability of Research Instrument

3.6       Data Collected Method

3.7       Data Analysis Procedure


4.0       Data Presentation and Analysis

4.1       Data Analysis

4.2       Answer to Research Questions

4.3       Discussion of the Findings


5.0       Summary, Conclusion and Recommendations

5.1       Summary

5.2       Conclusion

5.3       Recommendations

5.4       Recommendations for Further Studies





1.1       Background to the Study    

Freelance presenter is describe as an independent presenter buying airtime from media house to showcase their programme idea, it can be recorded or live. Generally, freelance presenters’ functions are not different from other presenter. Similarly, sales of air time to freelance presenters are one of the means through which private broadcast industry like Crown F.M generates revenue for keeping the station afloat. 

Presenters are the voice of a station or programme, whether they work in speech-based or music Radio or television. They are responsible for creating the tone and style of radio output and establishing a relationship with listeners (Trewin, 2001). They may also be required to carry out a range of other production tasks, as well as deliver content for related websites or other mobile platforms. Trewin (2001) presenters’ specific responsibilities differ considerably depending on the programme or station. The majority of radio presenters are part of a small team, although some work with much larger programme units. They are mainly based in offices and recording studios, but may also work on location presenting outside broadcasts.

Most presenters are self-employed, working on fixed term contract presenter who buys airtime from the station and air presentation of their own concept. And this type of presenter is called freelance presenter. Presenters in music radio work for a range of stations and programmes, catering for all musical tastes. Presenters in speech radio work in all genres, from topical talk shows to documentaries, light entertainment and comedy. Working hours can vary enormously and may involve early mornings, late nights and overnights, as well as working weekends or holidays. In some roles Presenters are expected to travel to work on different locations.

Wherever they work, presenters are expected to understand the purpose and format of their station or programme; to be aware of the characteristics of their target audience; and to be knowledgeable about the subject matter of the output they present.

Radio presenters may present live or recorded shows, scripted and unscripted. They can be required to generate original ideas; carry out research; write scripts and links; work from a brief supplied by other members of a production team; conduct interviews with contributors in a studio or over the phone; handle debates or phone-ins; and host live events. They must work within production requirements and observe the disciplines of the production process, particularly those regarding timings.

They are expected to understand and comply with media law, regulation and industry codes. They work closely with other members of a production team and may be expected to take direction from a producer or editor. Radio presenters are expected to review their own output and to seek and accept feedback on their performance. They are also expected to monitor listener feedback, and contribute to responses to comments, or programme complaints

Radio presenters should be able to operate various radio studios, and to record audio both in studios and on location. They may be also be required to edit audio material using suitable computer editing software. Some Radio Presenters may be required to write material for websites, blogs or other platforms, and to prepare visual images and video footage, as well as audio material, for online use. To this end, the researcher will evaluate the impact of freelance presenter on broadcast media using a case study of Unique F.M, Ilesha.

1.2       Statement of the Problem

One of the major problems of this study is the issue of credibility of the so call independent presenters in terms of education and knowledge of public presentation. How has freelance presenters are able to assist the media to generate enough contents to fill the air space since broadcast industry need lots of programme that can be used to fill its air and one of the ways to do it is by allowing private individuals called freelance presenter to come in. Therefore, this study will focus on the impact of freelance presenters on broadcast media using Unique F.M, Ilesha as a case study.          

1.3       Objectives of the Study

  1. To study the impacts of freelance presenters on Unique F.M, Ilesha
  2. To study some of the challenges facing freelance presenters in broadcast media.

1.4       Research Questions

  1. To what extent has freelance presenters impacted on Unique F.M, Ilesha?
  2. To what extent are freelance presenters facing challenges in broadcast media?

1.5    Significance of the Study

This study will allow media houses know how to blend freelance presenters into broadcast system. And design ways to educate and enlighten independent presenter.

Therefore, the findings of this research served as a good literature for both scholars and students of mass communication, journalism and other media related students and practitioners who might want to carry out similar or related research in the future.

Freelance and Independent Broadcasters Association of Nigeria also learn lots from this research as it will enable independent presenters to know how they can play their game.    

1.6       Scope of the Study

The scope of the study has been limited to Unique F.M, Ilesha, due to time factor, all media houses cannot be study in all and that is while is narrowed to Unique F.M, Ilesha. Also, demographic factor of the staff and management of  will be examined such as age, gender, educational background, before the administration of the research tool.

1.7       Operational Definition of Terms

Evaluation: To assess the amount or value of freelance presenters in broadcast industry especially at Unique F.M, Ilesha.

Impact: The contribution or role of freelance broadcasters in broadcast media especially in Unique F.M, Ilesha.

Freelance Presenter: It implies independent presenter that buys media airtime from radio and television station to show case their programme or advert through media.

Broadcast Media: It refers to the channel through which information is disseminated to the general public. One of such media is Unique F.M, Ilesha.


WHAT TO EXPECT: (Chapter 1-5, Abstract, Table of Contents, Questionnaire and References)

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