ABSTRACT
Feedback makes communication a
continuous process, as it has the capacity to change the course and pattern of
communication encounter between persons or among individuals. Feedback is a
very important yardstick for measuring audience acceptance and participation in
programmes however; a very important element would be missing if feedback
especially through phone-in programme is omitted from the basic structure of
communication which contains sender, message, channel and receiver. Majority of
the respondents send feedback to media house through the use of mobile phone.
However, feedback is seen as part of communication process. To this end, most
of the media houses are now making use of various devices to collect feedback
from their audience ranging from mobile phone, e-mail, and to the recent social
media. While it is evident that the fasted and effective means of getting
feedback is through mobile phone, in fact it has made mass media which used to
be referred to as unidirectional communication to multi or bi-dimensional as
audience can from their room contribute to the live programme going on the
media, these therefore making mass media to be more interactive and
interesting. To this end the researcher adopted survey method to achieve this
purpose.
