Assessment of Broadcast Media’s Adherence to NBC Code in Promoting Equitable Agribusiness and Sustainable Farming Practices in Ibadan

Abstract

This study examined the adherence of broadcast media to the Nigerian Broadcasting Commission
(NBC) Code in promoting equitable agribusiness and sustainable farming in Ibadan, Nigeria.
Stemming from the Social Responsibility theory that the media must provide necessary
information to serve the public, this study also identified the prevalent themes and content of the
stations’ agribusiness-related programmes, investigated farmers’ perceptions of the programmes’
effectiveness, and identified the challenges and likely solutions for the stations in this regard. This
study adopted a mixed-methods design, using content analysis on agricultural programmes of three
radio stations: Premier FM (Federal), Oluyole FM (State), and Lagelu FM (Private), between
January and June 2025, with a survey of 292 farmers and interviews with 15 radio staff and 5 NBC
officials. Lagelu FM has the highest 60% adherence to the NBC Code in promoting agribusiness,
followed by Premier FM (32%) and Oluyole FM (30%). While Lagelu FM’s agribusiness-related
programmes focused on floriculture (40%) and agribusiness and marketing (20%), Premier FM’s
Agbe-Asejere and Oluyole FM’s Boluyo concentrated on crop cultivation (40% and 35%
respectively) and livestock farming (30% and 25% respectively). The farmers perceived Lagelu
FM’s programmes more effective (40%) than its public counterparts. The challenges included the
non-inclusion of a specific agricultural section in the NBC Code and inadequate funding, among
others. Although adherence to the NBC Code is uneven among the stations, the radio’s role
remains crucial for equitable agribusiness and sustainable farming practices in Ibadan. The NBC
should create a specific section for agriculture-related programmes and enforce guidelines, while
stations should seek partnerships to address challenges.