TABLE OF CONTENTS
TITLE PAGE II
APPROVAL
PAGE III
DEDICATION IV
ACKNOWLEDGEMENT
V
ABSTRACT VI
LIST OF
TABLES
TABLE OF
CONTENTS VII
CHAPTER
ONE: INTRODUCTION
BACKGROUND
OF THE STUDY 1
STATEMENT
OF RESEARCH PROBLEM 4
OBJECTIVES
OF THE STUDY 5
SIGNIFICANCE
OF THE STUDY 6
RESEARCH
QUESTIONS 6
RESEARCH
HYPOTHESES 7
DEFINITION
OF TERMS 7
SCOPE AND
LIMITATION OF THE STUDY 9
REFERENCES 10
CHAPTER TWO
: LITERATURE REVIEW
TELEVISION
AS A MEDIUM 11
THEORETICAL
FRAMEWORK 20
CULTIVATION
THEORY 20
SPIRAL OF
SILENCE 21
REFERENCE
CHAPTER
THREE: RESEARCH METHODOLOGY 22
RESEARCH
METHOD 22
RESEARCH
DESIGN/INSTRUMENT 23
RESEARCH
POPULATION AND SAMPLE 24
DATA
COLLECTION 24
METHOD OF
DATA ANALYSIS 25
MEASURING
USED TO ENSURE VALIDITY AND RELIABILITY
INSTRUMENT
FOR GATHERING DATA 25
REFERENCE 27
CHAPTER
FOUR: DATA ANALYSIS AND RESEARCH INTERPRETATION 28
TESTING THE
RESEARCH QUESTIONS 44
DISCUSSION
AND RESULT 47
CHAPTER
FIVE: SUMMARY OF FINDINGS,
RECOMMENDATION AND CONCLUSION 51
SUMMARY OF FINDINGS 51
RECOMMENDATIONS 52
CONCLUSIONS
53
BIBLIOGRAPHY
56
APPENDICES 59
LIST OF
TABLES
Sex Distribution
Age distribution of the respondents
Occupational distribution
Exposure to the media
Whether Television is an Elitist Medium
Functions of Television
Why preferred Television
Preference for local
or foreign stations
Reason for the preference
Reasons for no preference to local
station
Preferred television programmes/
content
Stations meeting viewers
Expectations
Performance among private and
public station
Reasons for quality performance
Whether foreign stations contents
are negative
If not negative reasons
Whether television programmes aid
national development
Better placed to aid national development
How to better place local
television stations.
CHAPTER
ONE
INTRODUCTION
BACKGROUND OF THE STUDY
The
tendency, most of the time especially in
the developing countries, is for media practitioners to package their media
contents well. In doing this, they do
not take into consideration their supposedly diverse audience. This may be as a result of professional
ignorance or perhaps taking the audience for granted. But taking the viewer, listener or reader for
granted today is ver costly on the part of the communicator.
In same vein, may be the level of our
development still makes the media operators in each of the sectors not to care
very much about the programme requirements
of the various audience for example, the programmes contents of some of
our television stations do not take care of the heterogeneous viewing
public. This implies that each audience
has specific reason (s) for tuning into
a particular programme in fact their
media expectations seem to be diverse as their
demographic and psychographic variables.
To attain the ultimate goal of
communication which has to do with
meeting audience needs, ensuring their continuous patronage and profitability,
the satisfaction of the audience must be guaranteed through result- oriented,
popular, diverse and professional packaged programme contents. To achieve this,
the true nature eof the audience must be known.
This possible through audience segmentation- that is the dissection into
specific needs and their characteristics.
This is a must for communicators whether in advertising, public
relation, broadcasting etc it is very imperative as the availability of
information is one thing ad its effect another.
With the society becoming more complex
every day, different need are bound to exist with people from different
backgrounds- education social, culture, economic,
ethnic language political and religious
different, media needs must prevail. No
one can meet such needs through mere guesses or trial. Agee, etal (1985) put it this way
“Unsystematic, informal, intuitive method is not longer adequate for the modern
communicator for so many reason”
It is
also in the interest of media operators to consider this.
The stiff competitive environment the media are involved today means the media operators must be
professionally ethically and profitably minded. To attain this, the practitioners must embrace
audience research in order to clearly understand the desires of the audience.
“In some studies researchers are seeking to
determine the motivations for media use in others the goal is to determine the
gratification people derive from suing the media”, said Agee etal (1985).
Okunna
(1994 supports this :
Through use and gratification
research, communication scholars have shown that everywhere, people selectively
expose themselves to mass media
contents, choosing only these media message that would serve the functions of
satisfying or gratifying their needs”
This is the situation at a time,
information and communication have assumed new dimension in globals scheme of
things. It is today almost the fourth essential
need of man, after food, shelter and
security.
Communication, whether through radio,
television, newspaper, magazine or
internet is today central to the survival of man for man’s optimal, functionality, he requires
daily dosages of information, irrespective
of his area of profession.
When man’s goals of media patronage
are met, he reciprocates, by aiding the funding of media contents through
advertisement and sponsorship. In turn
the media make profit reinvest and
thereby boost the economy. The present
poor performance of the Nigerian foundation s manifested in over – centralized
location, poor funding, inefficient personnel, besides the poor quality
programmes coming from them. This has
resulted in gross imbalance and pardon of the actual needs of the audience,
which of course is a sight.
So, what
are the present situation needs of the
television viewership in Enugu, efforts of the
local and international stations to meet them, and translate the viewer desires into profit.
STATEMENT OF RESEARCH PROBLEM
Modern
communicators can no longer afford to be insensitive to the wishes of today’s
audience their successes and failures
are directly linked to their packaging of functional and result oriented programmes in tune with
the demands of the audience.
Evidences
abound to the effect that television broadcasting stations available to Enugu viewership are
insensitive to this fact. This is bound
to have impact on their viewing
habit. The stations they tune to the
programmes contents of television stations available to Enugu audience.
OBJECTIVE OF THE STUDY
The above problem must be solved
for improved and qualitative television programmes for the Enugu viewership. To this end the objective of this study
include.
1. To ascertain the qualitativeness of the television programmes available to Enugu viewing Audience.
1.
To fond out the factors which influence their
programmes selections and choice.
2.
To know the stations and programmes at their disposal.
3.
To determine the inputs which goes into those
programmes packaging
4.
To know the effects of the choice of specific
television progrmme and their over all influence in the lives of the audience .
SIGNIFICANCE OF THE
STUDY
The study is bound to have tremendous influence on a number of people,
as well as to various spheres of lives or endeavour like politics businesses,
education, economy etc
Hence, at the end, media
practitioners, managers, policy makers, politicians, researchers scholars and students etc. will benefit from
the study if successfully concluded.
The dearth of accurate
information, particularly in the area of media research and audience
segmentation, makes the study more unique and if well conducted will
providential data for media planning,
execution and evaluation, vital for more
effective media performance and efficient results.
RESEARCH QUESTIONS
1.
How varied and result oriented are the television
stations available to the audience in Enugu?
2.
Are the programmes of the television stations
qualitative enough to meet audience needs?
3.
What are the factors determining the audiences
programmes choice?
4.
How impactful are the available programmes to the
audience?
5.
What are their chances for improvement, if need be ?
RESEARCH HYPOTHESES
Hi: The television stations available to the audience are result oriented.
Ho: The
television stations available to be audience are not result oriented.
H2: The programmes of the television station are
qualitative enough to meet their needs
Ho: The
programmes of the television station are not qualitative enough to meet
their needs.
H3: The television
programmes are useful to the
viewing audience
Ho: The television programmes are not useful to
viewing audience.
DEFINITION OF TERMS
ELITE:
Conceptual : Group in society considered being superior,
because of power, talent and privileges.
Operational: Class in Nigerian that is Holding on to power and controls
affairs of state.
Viewing:
Conceptual : the ability to see something or to be seen from a
particular place.
Operational: the watching, reception, contents with
a view to enjoying, retaining and
assimilating their contents.
Television:
Conceptual: A
piece of electrical equipment
with a glass screen, which shows broadcast,
programmes with moving pictures and sound.
Operational: The
transmission of information through the airwaves, which involves the use of the
airwaves and coveys both visual 2 and audio contents.
Audience:
Conceptual: A
group of people who have gathered together to hear or watch somebody or something.
Operational: The media content receiver, consumer
they are the television viewers.
Enugu:
Conceptual: A very big town
Operational: The former
capital of the Eastern Region, East central state, Anambra state and now Enugu state. The coal city, Enugu is an administrative and educational
town, inhabiting people with diverse culture.
SCOPE AND LIMITATION OF THE STUDY
For want of time and other resources the scope of
this study is limited. It cannot but
limit itself to just sections of Enugu . for this reason
it centres on six chosen parts of Enugu involving three areas of slum, rural and
urban.
The
result is no doubt representative of the
problem outcome of what would have been
the entire result. Therefore the result
is valid reliable enough to lend to replicable outcome elsewhere.
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