Review of Journalism & Mass Communication

Economics of Radio Broadcasting in Kaduna State, Nigeria: A Study of Liberty Radio 91.7 FM
Emmanuel Jibb Adams

Abstract
This study investigates the economic viability of Liberty Radio, a prominent radio station in Nigeria, in the context of evolving media trends. The article analyzes the station's revenue generation strategies, operational costs, and financial sustainability measures. It also examines the impact of new media on the economics of radio broadcasting in Nigeria, highlighting both opportunities and challenges. Theoretical frameworks such as the resource-based view (RBV) of strategic management are applied to understand how Liberty Radio manages its resources to generate revenue and sustain its economic viability in the face of evolving media trends. The study concludes by providing insights into how Liberty Radio balances traditional and digital revenue streams, adapts to new media trends, invests in technology and infrastructure, manages licensing costs, navigates economic uncertainties, and addresses challenges associated with measuring audience metrics and shifting demographics. The study's findings contribute to a better understanding of the economic dynamics of radio broadcasting in Nigeria and provide recommendations for other radio stations seeking to navigate similar challenges and opportunities. Keywords: Liberty Radio, Nigeria, economics, revenue generation, operational costs, financial sustainability measures, new media, resource-based view (RBV), strategic management.

Full Text: PDF     DOI: 10.15640/rjmc.v9a1