BACKGROUND OF THE STUDY
Communication is said to be the life blood of every society. There is therefore a need to know what communication is all about. Communication as a discipline has continued to attract new definitions from time to time so that no single definition is accepted by scholars interested in the field. Communication as an academic discipline, sometimes called “communicology” relates to all the ways we communicate, so it embraces a large body of study and knowledge. Although, there is such a thing as one-way communication, communication can be better described as a two way process in which there is an exchange of ideas, thoughts, feelings towards a mutually accepted goal or direction. Hence, the process of a phone-in-programme. Mass media are important communication strategy to generate awareness and disseminate information. In most developing countries, Nigeria inclusive, radio is an effective medium to reach the general population. Unlike TV and print , radio phone-in-programmes are popular platforms for direct audience participation to exchange views and voice concerns on issues to increase knowledge, encourage open discussion on health and other socially relevant issues and promote sustained behavioural change. In broadcasting, a phone-in is a programme format in which listeners are invited to air their live comments by telephone, usually in respect of a specific topic selected for discussion on the day of broadcast.