INTRODUCTION
CHAPTER
ONE
INTRODUCTION
1.1 Background to the Study
Broadcasting has become a way of life
replacing various forms of interpersonal social communication and taking p the
largest pat of people’s leisure. Among the media, mass communication which
includes radio, television, newspapers, magazines, billboards etc. broadcast
media; particularly the medium of television has become a major source of
information dissemination, education and entertainment.
According to Herald (1984), there is
almost a consensus acceptance of the view that the effectiveness of television
broadcasting anchors on its capacity to orientate, educates, entertain,
enlighten and mobilize the psyche of people in addition to becoming a channel
for exchange of information, knowledge and values. More and more millions of
homes are buying more television sets. As such it can be said that the effect
of television programme on them are, their perception of the television
contents (programmes) and the contents are diverse depending on the television
stations.
Television content (programmes) over the
past few decades have been reasonably well developed in addition to news and
public affairs programmes, films, documentary, drama, sports, political
programmes, children shows and reality shows constitute much of the television
content.
The ability of television to inform,
educate, and entertain and to send sound and pictures simultaneously to large
and heterogeneous audience, it makes it dramatic in nature and captivating.
This is why it is believed that the audience will always have their perception
about a television and its contents.
As a result of the proliferation of
television station, resulting from licence given to private individual to own
televisions station, audiences now have the opportunity to choose which
television station best meet their interest, value, needs and satisfaction.
Moreover, because television audiences cannot watch more than one station at a
time, it has been discovered that viewers prefer television stations that are
consistent with their individual differences, religious belief, family
background, ideology, literacy level personal interest among others.
However audience perception of a
television station contains precedes their preferences or otherwise of the
station. This is because before an individual prefers a televisions station
programme to another he/she must first perceive the station as consistent with
his/her value system.
In Port Harcourt, where the study is
taken, certain residents prefers “Africa Independent Television” while others
prefer “Nigerian Television Authority”. There are different audience for
different television stations and different programmes. Thus, the audience
perception and preferences of television station deserve a penetrating study,
since the choice of television station is base on interest and beliefs.
Joseph Straubhaur contributed to
television contents (programming) strategy, he states that television contents
is subdivided and shaped by time of day and by type of people who watch at a
given time. This is referred to as “time belt in television production” the
belt is divided into;
i.
Early Morning: Breakfast shows “a
magazine programme that targets a broad range of adults.
ii.
Late morning: Early afternoon soap
operas, sitcom and talk shows. Target audience are house wives aged people or
students who happen to be at home.
iii.
Afternoon: After school, cartoons,
yound adult comedies and higher sitcoms (situation comedy which target children
and adolescents).
iv.
Early evening: News (local and
national) and syndicated game shows for general adult and audience.
v.
Late night: Movies and syndicated
series aimed at insomnias and young adults.
Although most television stations follow
this strategy, but there could be modifications depending on the house style.
Local stations content strategy is similarly guided by time of the day, except
they care most about when to schedule local news especially for early and late
evenings.
1.2 Brief History of AIT
Following the legislation in Nigeria
which allows private ownership of broadcast media, people’s perception of the Nigeria
media changed drastically. DAAR communication application for radio and
television direct broadcasting satellite license was granted. This ushered in
full commercial broadcast operation on September 1st 1994 via the
company’s high profile radio channel which has the call sign ray power 100.5fm.
Thus, the first private radio station in the federal republic of Nigeria was
birthed.
DAAR communication, which became
incorporated in Nigeria in August 1998, boasts of a successful background in
the closely related field of printing and publishing.
The organization boats of a 24hours
television transmission and a second radio channel Ray power 106.5 FM. The
television station has the call sign African Independent Television (AIT) with
a thematic philosophy that is geared towards the promotion of Africa values and
tradition of black people across the world.
In the last quarter of 1999, DAAR
communication launched information super high way with the commencement of DAAR
broadcast internet services and other multi-media capabilities. In line with
the global convergence trend in broadcasting and telecommunications, DAAR
communication has installed and integrated equipment using its international
satellite gate way system to transmit data and video signals to virtually every
country in the world.
African
Independent Television (AIT) is a subsidiary of DAAR communication PLC.
DAAR communication is the foremost
independent broadcast organization in the federal republic of Nigeria
pioneering private independent broadcasting with establishment of Ray power
100.5FM, AIT Daarsat the first fully Nigeria base digital multi-channel direct
to home subscription television and indigenous station FAAYI FM.
1.3 Statement of the Problem
It is necessary to note that lack of a
healthy and strong competition may cause in effective performances or a slack
in the performances of the television in the country. As a result, all the
television station in Nigeria face competition in terms of audience preference,
the audience opinion, perception and station and its contents (programmes) s
not unconnected to the quality of the stations programmes, its clarity,
consistency and technological advancement.
The problem then is, do African
Independent Television audience actually satisfied with the station’s
programmes and programming? The answer to this question forms the basis of this
study.
1.4 Objectives of the Study
The major objectives of this research
are to examine and analyze the Port Harcourt resident’s perception of foreign
programmes on African Independent Television (AIT). The researcher seeks to
inquire into the stations schedule and programmes.
Specifically
it seeks:
i.
To ascertain the audience’s perception
of African Independent Television programmes and why they prefer the station’s
progrmames.
ii.
To determine African Independents
Television programmes (contents) that are mostly preferred by the audience.
iii.
To illuminate the general importance
of television to the society, and the impact of television in the society.
iv.
To identify and highlight the benefits
of Africa Independent Television programmes on its viewers and the general
performances of Africa Independent Television since inception.
1.5 Research Questions
For the purpose of this study, the
following research questions are formulated:
i.
Why do Port Harcourt residents like
programmes aired by African Independent Television?
ii.
To what extent are the foreign
programmes aired at the right time influences Port Harcourt residents’ desires
and preferences for station and programmes?
iii.
How does African Independent
Television audience (Port Harcourt residents) prefer indigenous programmes to
foreign programmes?
iv.
What impact has African Independent
Television programmes really imparted in the lives of Port Harcourt resident
since inception?
1.6 Significance of the Study
This study has a lot of significance in
the sense that it will provide relevant information on the type of television
programmes that are mostly liked by the audience as well as their views and
perception towards programmes. The study in addition serves as a raw material
for researchers who may wish to conduct research into areas covered by this
study on television programmes/contents and programming, vis-à-vis audience
perception, opinion and preference of a television station.
The suggestions in the country and AIT
in particular regarding television programmes and programming as a valuable
guie.
1.7 Scope of the Study
The study focuses on the perception of a
foreign content (programmes) of AIT by the Port Harcourt residents. This
research work cannot be carried out on all the people of Rivers State because
of the large population and lack of necessary facilities, hence Port Harcourt
is chosen. In view of that audience perception, opinion and preference of the
choice of Port Harcourt for the study is because, the researcher is familiar
with the place and knows that most of the residents of Port Harcourt watch AIT
than other television stations.
1.8 Limitations of the Study
Constraints are inherent in any
organized approach directed towards ‘providing solutions to perceived problems;
as such the constraints should primarily reduce the essence of the research
findings.
As student researcher, time and money
are great obstacles. Therefore there is no doubt that these two factors will
have some limiting impact on my ability to run around for data collection and
my ability to give attention to other course work as required by my programme.
Inspite of the limitations and obstacles
the research work would examine, analyse and review the perception of foreign
programmes (content) on AIT by Port Harcourt residents.
Operational
Definition of Key Terms
There are terms used in this study that
need to be defined and are here under defined as applied in the work.
i.
Perception: Conceptual definition;
perception is the process by which an individual selects, organizes and
interprets information input to create a measuring picture of the world. AIT
foreign programmes among Port Harcourt residents.
ii.
Programmes: Radio or television shows.
Programmes like talk show, news, debate, discussion, documentary, drama, soap
opera, sitcom etc.
iii.
Residents: Number of people in Port
Harcourt, who watch AIT foreign progammes
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