CONTINUATION OF DATA PRESENTATION, INTERPRETATION AND ANALYSIS ON COMMERCIALIZATION AND PERFORMANCE OF THE BROADCASTING MEDIA ORGANIZATIONS

Research question 1

How has news commercialization affected the outlets of radio rivers 99.1 and treasure 98.5 Fm.

Do you agree that news commercialization has improved the socio-economic life of the society?

Table 9: Distribution on how News Commercialization has

Improved Socio-Economic Life of the Society

Responds	Frequency	Percentage (%)
Yes	341	97.4
No	7	2.0
Uncertain	2	0.6
Total	350	100

          The table 9 above shows that 341(97.4%) respondents agreed that news commercialization has improved the social-economic life of the society, 7(2%) respondents do not agree to this, while 2(0.6%) are not certain.

Can you say news commercialization has provided multiple news sources with reliable and objective news to its audience?

Table 10: Distribution on News Commercialization Providing

Multiple News Sources

Responds	Frequency	Percentage (%)
Yes	331	94.6
No	11	3.1
Uncertain	9	2.6
Total	350	100

          The above table10 shows 331(94.6%) respondents agree to that and 11(3.1%) do not agree while 9(2.6%) are uncertain. This is to conclude that news commercialization in broadcast media provide the audience with multiple news sources.

If yes, how?

a.     Availability of many and affordable public and private news sources.

b.     By reflecting a wide range of social interest including minority language information sources

c.      All of the above.

Table 11: Distribution on how News Commercialization Provide

                   Multiple News Sources

Responds	Frequency	Percentage (%)
A	18	5.1
B	5	1.4
C	327	93.4
Total	350	100

          Table 11 is a follow up of table 10. It shows the ways in which news commercialization is able to provide multiple sources of reliable and objective news. The table has three options which seeks provide the answer “if yes, how”. A total of 18(5.1%) respondents picked the first option, 5(1.4%) respondents picked the second option while 327(93.4%) respondents took the third option.

Would you stop relying on the broadcast media in Nigeria for regular         information if the standard of truth, objectivity, fairness and balance are completely lost?

Table 12: Distribution on Relying on the Broadcast Media

Responds	Frequency	Percentage (%)
Yes	350	100
No	0	0
Total	350	100

From table 12 above, it simply explains that everybody wants truth, fairness and balance in information dissemination, and that is why a 100% are saying they would drift away if they find the information disseminated by the broadcast media is inaccurate, unfair and unbalance and nobody is saying they would still rely on the broadcast media if they find the media lacking in standards of truth, fairness and balance.

FINDINGS

      The data gathered from our respondents for question 3-5 showed how news commercialization has affected the outlets of Radio Rivers 99.1 and treasure 98.5 fm.

          Majority of respondents agreed to the fact that news commercialization has improved the socio-economic life the society because it has generated revenue for the broadcast media and also helped advertisers market their goods and services to the populace. They believe news commercialization brings about the availability of many and affordable public and private news sources and reflects a wide range of social interest including minority language information sources.

          It was also confirmed that everybody wants truth, fairness and balance in information dissemination, and that is why a 100% respondents are saying they would drift away if they find the information disseminated by the broadcast media is inaccurate, unfair and unbalance.

Research Questions 2

Does news commercialization make news stories susceptible? Is that the reason why interest groups who can pay their way into the media project an idea they want people to accept, whether it is positive or not?

          Have you seen or heard an advert or commercial packaged and presented during the News as News itself?

Table 13: Distribution on “if respondents have seen or heard an advert or commercial packaged and presented during the news as news itself.

Responds	Frequency	Percentage (%)
Yes	339	96.9
No	11	3.1
Uncertain	0	0
Total	350	100

          The table 13 above, clearly shows that a total of 339(96.9%) respondents have heard or seen that most of the news presented was not news itself , but commercial news packaged as news itself, while 11(3.1%) have not seen or heard commercial stories presented during the news as itself.

          Can your money give you access into the Nigerian broadcast media to project any information as news?

Table 14: Distribution on knowing if Money can give Access to Nigerian

 Broadcast Media in Projecting any Information as News

Responds	Frequency	Percentage (%)
Yes	337	92.3
No	13	3.7
Uncertain	0	0
Total	350	100

          From the table 14 above, it shows that 337(92.3%) respondents are aware that with money anybody can access into the Nigerian broadcast media to project any information as news. While 13(3.7%) respondents do not see to that fact that money can give voice in the Nigerian broadcast media top project any information as news.

Can paying for a particular news story distort facts, or even affect the way it would be presented?

Table 15: Distribution on Paying for a News Story can Distort Fact or Affect the way of Presentation

Responds	Frequency	Percentage (%)
Yes	343	98.0
No	7	2.0
Uncertain	0	0
Total	350	100

          It is seen from the table 15 above that 343(98.0%) respondents are of the opinion that paying for particular news a news story can distort fact or even the way it will be presented, while 7(2.0%) respondents are of the view that paying for a particular news story cannot distort fact or even affect its presentation.

Findings

          The data from our correspondents from question 6-8 confirmed clearly that majority of respondents testify to have seen commercial news stories presented as news itself or during news hours and they believe that with money anybody can access into the Nigerian broadcast media to project any information as news. This is due to the fact that the owners of the broadcast media see the organizations, or their investment, as a profit making venture that should yield the required financial return for its sustainability. They agree to the opinion of the fact that paying for a news story makes the news susceptible to change because the news source could bring pressure to bear on the gate-keepers on how and when to use the news. Also, the broadcast media professional and ethical standards which support fairness and objectivity could be compromised and influenced.

Research Question 3

Do we still consider the media as a watchdog of the society? Do the broadcast media in Nigeria discuss and air materials that challenge the leadership because of their legitimate business interest?

1.     Do you consider the broadcast media in Nigeria as “The watchdog of the society”?

Table 16: distribution considering the broadcast media as a watchdog of the society

Responds	Frequency	Percentage (%)
Yes	309	88.3
No	40	11.7
Uncertain	1	0.3
Total	350	100

The table 16 above denotes that 309(88.3%) respondents consider the broadcast media in Nigeria as the watchdog of the society and 40(11.7%) respondents disagree to the fact, while 1(0.3%) respondent is uncertain.

2.      Do the broadcast media in Nigeria discuss and air enough materials that challenge the leadership?

Table 16: Distribution showing if the Broadcast media in Nigeria Discuss and air enough materials that Challenge the Leadership

Responds	Frequency	Percentage (%)
Yes	215	61.4
No	135	38.6
Uncertain	0	0
Total	350	100

          From the table 16 above it is clear that a majority of 215(61.4%) respondents are of the opinion that the broadcast media in Nigeria discuss and air enough materials that challenge the leadership, while a total of 135(38.6%) respondents do not agree to that.                       

Findings

          The data shown from question 9 and 10 indicates clearly that the majority of respondents agreed to the statement that the broadcast media is a watch dog of the society because through   investigative reporting on corruption, human rights violations and other forms of wrongdoing has helped build a culture of accountability in government and strengthened the fledgling democracies of the nation. They are also of the opinion that the broadcast media in Nigeria discuss and air enough materials that challenge the leadership due to the fact that the Media have been irrepressible in holding the citizenry, particularly the political leaders accountable in Nigeria. The media have unearthed high profile cases in an effort to expose brazen corruption which many public/political office holders have been enmeshed in. In this regard, cases of mismanagement and corruption such as the Patricia Etteh (a former speaker, House of Representatives), Iyabo Obasanjo (a senator caught up in shady deals in the health and power sectors), House of Representatives N2.3 million Car Scandal, the Halliburton corruption scandal, scandal and many other improprieties in government circles at different times have been blown open by the media. Apart from drawing attention to wrongdoings in and outside government, the whistle blowing stance of the Nigerian media has to some extent brought some level of sanity into public office. At least every public office holder in Nigeria knows that the media are capable of opening any can of worms whenever or wherever they lay their hands on them.