Assessing the Impact of social media on Mainstream Media: A Study of Jay FM 101.9 Jos

Abstract

This study investigates the impact of social media on mainstream broadcasting, using Jay FM 101.9 Jos as a case study. The primary objective is to examine how social media platforms have influenced audience engagement practices and the station's overall business model. A survey research design was employed, utilizing an online questionnaire administered to all 42 staff members of Jay FM 101.9, who constituted the study population. Data were analyzed using descriptive statistics, including frequency distributions and percentage tables. Findings reveal that social media has significantly reshaped audience interaction, content dissemination, and feedback mechanisms, leading to both challenges and opportunities for traditional broadcast operations. The study concludes that while social media has partially contributed to the station's business sustainability, its integration remains limited by resource constraints and strategic adaptation. Therefore, the study recommends the development of diversified digital business models to strengthen operational efficiency and ensure long-term competitiveness within Nigeria's evolving media landscape.