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A STUDY OF
SELECT TELEVISION PROGRAMME PREFERENCES AMONGST YOUTHS IN NSIT UBIUM
CHAPTER ONE
1.1 Introduction
The
importance of television as a medium of mass communication is becoming more
appreciated in all part of the world. In the developed world, television has
become the most ubiquitous of the mass media in both availability and audience
exposure to the media (Sandman, Rubia and Sachsman 2006).
In Nigeria,
there are indications that television that ranks newspaper as a channel of
information and entertainment for both urban and rural dwellers (Okunna, 1984).
Where
television derives its financial support from commercial advertisement and
programmes sponsoring, it most of necessity, strive to reach the greatest
number possible of the population to be able to attract sponsors and
advertisers. This can only be done through interesting and popular programmes. Investors
in stations and programmes alike realize and demand practical information on
way to prepare programmes materials to achieve effects on the extent to which
these materials once broadcast actually reach the desired audiences, and on the
extent to which audiences once reached respond with desired behaviour.
However,
there is much generalization about viewers that patronize television stations
and their programmes which is not based on any data. There is need therefore,
to design ways by which television stations and the programmes they offer to
the viewers can be judged and possibly improved. Today, people expect
programmes that will interest, but express dissatisfaction over the poor
quality and level of production in some Nigerian television programmes.
A diligent
survey around Nsit Ubium would reveal a growing trend in television programmes
viewing habit and pattern among the youths or the area. A closer indicate that
in the face of mounting improvement in television programmes schedules, these
youths rather look yet would identify with, and prefer particular programmes
broadcast by certain television stations to others. Given the present level of
social enlightenment which has improved considerably in recent times in
relation to the past, it will not be too alarming to learn that about our fifth
of every two hundred youths actually have or can afford of still, has access to
a television set.
The main
aims of television however, include to entertain, inform and educate, research
have revealed that of all the media of mass communication, broadcasting is the
most effective form for transmitting messages from whatever source on various
social changes programmes.
The
advantage of television therefore, over other media and that, it transcends the
boundaries of illiteracy; it breaks distances as a vast number of persons with
television sets can receive a message simultaneously. It also provides a wider
form for its audiences.
Blakely
(2006) observes that; the order to actually acknowledge, the philosophical base
of broadcast programming, the key guidelines are to study the regulations
involved in the operations, government interest and the stream living of
programming for public interest.
Aspinal
(2006) state that; “the programme structure of a station and the way it is
built up set the stations character or image”. The amount of time it gives to
news and educational broadcasting are all aspects of the programmes structure
of a television station.
The
objective of any television station is not only to communicate messages to the
target audience but also to receive favourable response. The realization of
this objective will depend primarily on the performance of the communication
media, their types of programmes and view patronage level.
1.2 Statement of the problem
A close
observation will reveal that the youth of Nsit Ubium pay much attention to the
two stations under survey; (AKBC and NTA channel 12) in this part of the
federation. Today, people expect better programmes that will hold their
interest, which expressing dissatisfaction over the poor quality and level of
programmes of some television stations available to them. Consequently, one
finds a situation where a person may tune to a particular station without
bothering to tune to other stations. However, not clear what pattern of
preference for television programmes and station exist. It is not know also,
what categories of the youths respond in what manner to which programme types.
The
following questions therefore come to mind;
What
programmes do youths in Nsit Ubium prefer?
What
determines their preference?
Which
stations programmes do they prefer in Nsit Ubium?
1.3 Objectives of the study
The
objectives of the study were to:
1. Determine
the programmes that attract the youths in Nsit Ubium
2. Find out
which station’s programmes the youths in Nsit Ubium
3. Find out
the television viewing patterns of youths in Nsit Ubium
4. Determine
what effect academic level, gender (sex), occupation, vocation, and age have in
shaping the youths.
5. Find out
what could be done to improve television viewership among the youths.
1.4 Research Questions
1. What
types of programmes do youths in Nsit Ubium prefer?
2. Which
stations programmes do the youth’s in Nsit Ubium prefer?
3. What is
the television viewing frequency of youths in Nsit Ubium?
4. Does
academic level, gender (sex), occupation/vocation and age influence affect the
youth’s preference for television programmes?
5. What
could be done to improve television viewership amongst the youths?
1.5 Justification for the study
This study
is justified because television can help in moulding over youths positively and
make them better citizens and future leaders of our country.
Secondly,
the research will help programmes producers and directors in producing and
scheduling good quality programmes that the television industries in Nigeria
will benefit positively from.
Thirdly, it
also aims at revealing a tendency that will encourage improves network of
programmes by various television station based on the influence of perceived
needs through preferences.
Fourthly,
the researcher would know the communication approach to television viewership
within and amongst the youths in Nigeria.
The study
will also enable the researcher to use behavioural patterns to judge the degree
of attention given to television programmes amongst youths in Nsit Ubium.
The study
will provide the research with the knowledge of intellectual values when making
recommendations for messages reception.
Finally, it
will help close the knowledge gap that exists now as to the programmes
preferred by the youths and the determinants of their preference. This will
help producer to idealize programmes that are necessary for the Nigerian
youths.
1.6 Delimitation
This study
does not attempt to determine the audience knowledge or understanding of the
techniques of television production (aesthetics). Rather, it strives to
identify the number of people that tune to and watch a particular programme
which appeals to them in place of another programmes, and the reasons operative
for their choice or selectivity.
Moreso, this
research is conducted within the scope of the selected television stations in
Akwa Ibom State (AKBC and NTA channel 12). The selection of these stations has
helped the researcher to ensure effective coverage of all the areas of study.
Also, with the consideration for a proper research work, the study is limited
to the sample zones of Nsit Ubium, Akwa Ibom State.
1.7 Limitation
Research
entails careful and objective approach to the subjects under study. Mass
communication media have either positive or negative impact on the audience.
The analysis in this study would have extended to all the stations and their
programmes, atleast for effective comparisons of findings but because of time
limit and financial constraint, this study is limited to the two television
stations AKBC and NTA channel 12 Uyo.
1.8 Definition of terms
Words and
terms have both denotative and connotative meanings. These meanings are
determined by context and situation in which such words and terms are used. As
a result, it is important to define terms in any study to give their contextual
and operational meaning. The terms that have to be defined in the study are:
Viewers:
Persons who view or watch the broadcast media especially NTA channel 12 and
AKBC.
Programmes:
Implies packaged message designed for airing in a television station for
viewer’s consumption. These message ranges from informative, educative,
entertainment programmes which covers in form of drama, news, interview, panel,
discussion, documentary, debate, symposium, lecture, music, public service
announcement among other forms of programmes.
Programming:
taken to be a system in which a station determines the kinds of programme to be
aired, the time of transmission and the duration of such programme. In order
words, it refers to the scheduling of programmes to meet audience demand and
convenience.
Viewers
Preference: Viewer’s assessment and selection of programme from the numerous
programmes aired on a television station.
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