ABSTRACT
The study examined the impact of commercials on the success
of private radio stations in Nigeria with
a particular reference Unique
103.1 F.M. commercialization at the institutional level is thriving because
editors, publishers and owners of the broadcast stations/print media see the
organizations, or their investment as a profit making venture that should yield
the required financial return. Increasingly, commercial-oriented news stories
are taking the place of hard news reports. Hanson (2005: 140) is right when he
notes that: "reporters and editors are supposed to be concerned not with
profits but rather with reporting the news as best they can. But that barrier
is coming down, and editors are increasingly looking at their programme as a
product that should appeal to advertisers as well as readers. The researcher
adopted survey research method in eliciting data from the selected respondents.
The data were analyzed using table, frequency and percentage. Broadcast media
should design a better ways of generating funds to the coffer of their
organization without affecting selling the integrity of their respective media
to the sponsors.
