Full Project – Assessment of factors affecting the choices of television programmes among viewers of government and private television stations

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CHAPTER ONE

INTRODUCTION

1.1. Background to the Study

Communication is a basic element and part of human society. This basic element involves sharing of information, norms, messages and ideas which are of importance to the society. This information sharing is very important since people process the basic need for getting facts and ideas about their daily living while the importance of mass media cannot be overemphasized. The medium or channel is determined as much by the nature of the message by the targeted group. For some reasons, it may be that the reception of messages in a mass media may be higher than others and better understood based on since reasons. Television is a medium that is highly affected by the phenomenon.

Television whose arrival came as a watershed in the development of the mass media is a mass medium that combines sounds and pictures effects together to convey messages of casting impression. Television has been used to fulfill various mass media functions which includes surveillance, correlations, entertainment, cultural transmission status, conferral enforcement of norms and narcotizing dysfunctional function. According to Harold Lasswell, the fulfillment of the mass media functions had led to creation of countless programmes on television. They are an array of television programmes currently in the world and unknown interest to the audience choices.

Television is an important medium of communication in the 21st century. It is used for several reasons including information, education, entertainment and persuasion. Unlike other media structures, television has the advantage of utilizing vision for mass communication. Programmes remains a key instrument for attracting audience and determining the viability of a station. Television technology is developing rapidly and impacting diverse strata of the population.

It is a socializing agent as information transmitted can easily affect consumers world view, perception and behavior. It expose people to opinions that challenges traditional ethos. Television has thus become a major source of information acquisition, company and relaxation tool as it provides millions with free leisure strategies and opportunities.

Accordingly, Nwaminor (2014) observed that:

“Television is the first centralized cultural influence to permeate both the initial and final years of life as well as the years between. Must infants are exposed to Television long before reading. By the time a child reaches school, television is there to keep the elderly company when all else fails transcending barriers of literacy and mobility. Television is today’s major story teller, talking most of the stories to the people…… As such, is one of the primary socialization agents in the society. Television cultivates, like parent, peers, the clergy and teachers through its stories, common world views, common values and common perspective on how men and women should think, behave and act. The influence of Television in humanity is encompassing,. Several works have observed the psychological aspect of watching television, people are affected differently depending on the information type and exposure levels”(Bandura 2013, Van 2010)

Television programmes are produced by programmers and television station. The deregulation and digitalization of television stations in Nigeria hear given birth to many private and public owned stations whose challenge is to capture a big success of the audience (Ugande 2013, Asekun-Olarinmoye, UWOM, Chioma and Olatunbosun 2004).

Nigerians are now exposed to numerous public and private Television programmes including channels TV, Africa Independent Television (AIT), Galaxy TV, Sliver bird TV, to mention but a few(Akinwalere 2013, Chioma 2014). Alhassan and Kwakwa (2013) recognizes that the implications of growth in the number of television stations is tigth competition among a station for viewership.

According to Udende, Abdulraheem and Oyewo 2014, the competition among television stations is higher when the television stations have similar programming objectives and television scheduling strategies. For instance AIT, Channels TV and have similar programmes broadcasts at the same time in the day, especially at peak time. Obono and Madu, (2014) assert that the deregulation of television in Nigeria has opened floor for competitive content, stations offering the same kind of programmes at the same time with similar strategies making tougher for audience to choose among the available. This has given rise to competition amongst the television stations desire to earn a higher audience rating. Most Television stations provide news programmes in the morning, entertainment and news in the evening Eastmanet et al (2013) submits that audience had been the king whom all the television stations want to serve and the only way to achieve this objective is through effective programming. The aspect for which Television stations compete according to Eastmanet et al (2013) are; which station will get the highest audience rating, at what time(day part) and what kind of audience (demographic) in terms of age, sex, income, educational qualification, profession, religion. Each television station wants to have the highest number of audience during peak hours and the right demographic to attract and capture advertisers; hence, competitive planning to Ihlebacket et al (2014) becomes visible in a number of aggressive scheduling and programming strategies to create audience flow.

This means at the plethora of wonderful programmes on television, the additive may not have or possess any always make their choices. It is these choices and assessment of these choices that this research study delves into. It is not to be argued that with the countless programmes in place on television stations, choices are made leading to like and dislike. This research study intends to assess the programmes choices made by the audience in television viewing, investing acting front the viewers of Delta Broadcasting Service (DBS) and channels TV Warri.

1.2. Statement of the Problem

It is not too be argued that broadcasting is important in human society. Arije (2010. P 20) opines that broadcasting is important as it is a vehicle for social change. Television no doubt, has come to stay in our daily lives as the society continues to be entertained. In fact, Television is so pervasive that we depend solely on it for every bit of information in every area of our lives. However, Udeaguna (2014) observes that despite the pervasiveness of the television, the choice of what Television programmes to watch depends on all Television programmes but selectively expose themselves to Television programmes which satisfy some of their needs and gratifications.

Therefore, some questions arise, what factor affects the choice of television by side m audience? What impact does Television have one these audience? Does high impact by Television affect its choices looking for answers to there’s questions made this research study to become imperative.

1.3. Objective of the Study

The general objective of this study is to access the underlying factors affecting choices of television programmes among viewers of Delta Broadcasting Service (DBS) and channels TV in Warri. Specifically, this research aims at the following objectives.

To ascertain the level of choices of programmes among Delta Broadcasting Service and channels TV Warri.
To find out the nature of these choices of programmes among viewers of Delta Broadcasting Service and channels TV Warri.
To identify factors affecting choices of Delta Broadcasting Service and channels TV Warri.
To assess the effectiveness of the programmes of Delta Broadcasting Service and channels TV Warri.

1.4. Research Questions

The following research questions were posed to guide the study:

What is the level of choices of programmes among viewers of Delta Broadcasting Service and channels TV in Warri?
What is the nature of these choices of programmes among viewers of Delta Broadcasting Service and channels TV in Warri?
What are the factors affecting choices of Delta Broadcasting Service and channels TV in Warri?
How effective are the programmes of Delta Broadcasting Service and channels TV in Warri?

1.5. Significance of the Study

The study will serve as a useful source of information to both students and viewers of Delta Broadcasting Service and channels TV, particularly those of them who may engage in similar research work in the nearest future.

This study will be beneficial as it will help to create an understanding in the appraisal of discovering the nature of the course amount viewers of Delta Broadcasting Service and channels TV in Warri.

This study will also serve as a guide to person’s who have the intention of watching Delta Broadcasting Service and channels TV in, that are yet to watch as it identifies the overall factor affecting or influencing there choices on specific programmes.

1.6. Scope of the Study

This study views the overall factors rusty affect choices of television programmes from viewers of Warri and gather information from viewers drawn from angles of Warri metropolis which includes Otokutu, Jakpa, Ekpan Enerhem and the Warri town itself. This study is convinced to Warri environment, Warri environment has a number of words whose residences are of diverse background that is literate or illiterate.

1.7. Limitations of the Study

The major limitation or constraints to the research work so fast includes the problems of getting information from respondents, some of the respondents are off diverse background that is literate and illiterate and even since of the literates. Problems in determining the population and samples and problems in some respondents handling the instruments of data handling.

The research was able to reduce all possible errors send came up with a good work of convincing some of the respondents and also to make them know they importance of rubber research work in order to arrive at a good conclusion.

1.8. Definition of Terms

The following concepts (terminologies have been defined to further clarify their meaning).

Research: message careful study of investigating in order to discover news facts or information.
Problems: this means something that is difficult to deal with our understand.
Surveillance: close observation of an individual or groups.
Reception: the act or ability to receive radio signal or similar signals.
Correlational parallel relationship between two or more comparable objects.
Transmission: the act of transmitting.
Communication: it is the transfer of a message from a source to a receiver through a channel.
Medium: it is the channel and transmitter, it is the vehicle of transmission.
Media: is actually the plural form of medium which is the channel through which the message gets from the source to the receiver.
Television: it is arm electronic communication medium that allows the transmission of real time visuals, image and often sounds.

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