ABSTRACT: The research examined the influence of media management of radio station. The study was anchored on three management theories which are Behavioural and Human Relations Management Theories, Fredrick Taylor’s Scientific Management Theory and Contingency Theories. The survey research method was adopted in which 100 copies of questionnaires were administered to the respondents that were drawn within Parrot F.M. Ogbomosho using non-probability sampling technique (purposive sampling) out of which 90 copies were correctly filled and analyzed. The data were analyzed using frequency and percentage table method. Findings revealed that fund is the core problem facing Parrot F.M. Ogbomosho while it also lacks complete autonomy to operate as it operates as part of the university community. Another problem visible is the problem of staffing as many of the team are students. It is recommended that more fund is allotted while the university should give the radio a free hand to operate but in line with the objective in other to achieve success.
Keywords: Media Management
1.1 Background to the Study
No single organization can boast of it success or survival for another year; if it fails to manage the human, material and other resources carefully and judiciously. Management is synonymous success in business or organization. Also, there is no amount of fund used in establishing a firm and without adequate management it will run out crash in due time.
Management is a common activity in human society. Virtually everyone practices management on a daily basis either consciously or unconsciously. From the basic individual and family levels, to large multi-national organisations, management takes place. Management is a more serious subject in media organizations because of the role media play in our society. To manage media organisations in this age of competition and media proliferations is no doubt a serious business. It requires some uncommon qualities and calls for special duties.
Management however, is the manipulation of resources to achieve pre-determined objectives. Aina,(2002). Management is a process of planning, organizing, directing and controlling available resources of an organization in order to achieve the set goals of the organization (Okafor and Udu 2005). The imperativeness of management in an organization is very monumental. Improper adoption of management techniques in most cases results to collapse and breakdown in such organizations, especially in a developing country like Nigeria.
Media management is the process by which the Editor-in-Chief or The General Manager coordinate all the process, planning, organizing, directing and controlling of media activities through various sub-ordinates and assistants in order to attain organizational objectives. Media management is an act of coordinating, controlling and commanding both human and material resources in the print and broadcast media to achieve the organizational goals.
In other words, media management can also be defined as the application and adoption of a suitable theory to enhance the smooth running of a media house. Media management can also be described as a group of people coordinating the affair of other group of people to achieve a particular purpose in media practice.
Management is a common activity in human society. Virtually everyone practices management on a daily basis either consciously or unconsciously. From the basic individual and family levels, to large multi-national organisations, management takes place. Management is a more serious subject in media organizations because of the role media play in our society. To manage media organisations in this age of competition and media proliferations is no doubt a serious business. It requires some uncommon qualities and calls for special duties among the managers
Meanwhile, several factors have been identified to be responsible for the challenges faced by media organizations, but unfortunately, improper management seems to be the core of challenges faced by media organizations. Where there are no ownership influence clashing with proper media, there is the pursuit for commercial gain, clashing with proper values. No media is ready to produce anything that will go against the management intention as well as the ownership structure.
The term “broadcast media” is a means of transmission which enables electronic media (audio, audio-visual) of information, message, and idea, to a wider number of people listening or viewing, usually simultaneously. Examples are radio and television. Broadcasting is the transmission through space by means of radio frequencies of signals capable of being received either aurally or both aurally and visually by the general public”. Chester et al, (1963) cited in Oyekanmi (2008:2).
It is against this background that the research examines influence of media management on radio stations with the view to examine the role played by the media managers.
1.2 Problem Statement
The research examines influence of media management on radio stations. No doubt to say the fact that management is not a bed of rose. With this backdrop, management has some problems in managing, controlling and commanding a media outfit. Among the problems are motivations of diligent and intelligent staff in the organization, problem of leadership, individual difference can also not be overlooked.
Funding is another identified challenge because equipment in broadcast media are very expensive and become outdated after some time when modern equipment are produced, especially now that broadcasting are moving to digital age. Other research problem of decision making, environmental problem, psychological constraints, burn out and stress and others which arise in poor and improper management. It is against this background that the research examines influence of media management on radio stations with a particular focus on Parrot F.M. Ogbomosho with the view to examine the role played by the media managers.
1.3 Objectives of the Study
The primary objective of this study is to investigated the influence of media management on radio stations, the specific objectives of this study are to:
- Examine problems confronting management of Parrot F.M. Ogbomosho.
- Examine whether influence of ownership affect the management of Parrot F.M. Ogbomosho.
1.4 Research Questions
These are agitating questions toward solving the research topic. In this wise, the research questions for this study are highlighted below
- Is there problem confronting management of Parrot F.M. Ogbomosho?
- What are the problems confronting management of Parrot F.M. Ogbomosho?
1.5 Scope of the Study
The study which investigated the influence of media management on radio stations has been narrowed in scope to the management of Parrot F.M. Ogbomosho. The choice of Parrot f.m, Ogbomosho is due to the proximity of the station to the researcher. Thus, the geographical location of this study is Ogbomosho, Oyo State. Another reason for limiting the scope to Parrot FM Ogbomoso is because it is a new private station which has tendency to have some challenge.
1.6 Significant of the Study
The study is very significant as it will offer benefit to the individuals and group of people.
i. Media planners will through the findings of this study come to understand why they need to plan and design strategies capable of improving their media content which will in turn encourage inflow to the station rather than flowing out.
ii. It will assist journalists and media practitioners to work in line with the house ethics and policy set up in their respective media outfit to ensure success. It will add to the body of knowledge in the field of mass communication and other related disciplines.
1.7 Operational Definition of Terms
It is therefore important that some terms used in this study should be decoded within the context of their usage.
Management: Management is a process of planning, organizing, directing and controlling available resources of African Independent Television in order to achieve the set goals of the organisation.
Private Media: It refers to mass media that are owned and managed by private individuals or organizations rather than government.
Parrot F.M: Is a new private radio station in Nigeria particularly in Ogbomoso which serve as a community radio that covers Ogbomoso and its environment.