THE IMPACT  OF WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF THE NIGERIAN YOUTHS: A CASE STUDY OF ESUT STUDENTS, ENUGU. 

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TABLE OF CONTENTS

CHAPTER ONE INTRODUCTION

The Roots                                                                                                        1

Maintaining the edge                                                                            4

Television in Nigeria                                                                            10

Background of the  study                                                  13

Statement of the research problem                                                 16

Objectives of the study                                                      17

Significance of the study                                                   18

Research questions                                                                        20

Research hypothesis                                                                      21

Conceptual and operational definition                               22

Assumption                                                                                   24

Limitations of the study                                                     25

CHAPTER TWO

REVIEW OF THE LITERATURE

2.1              Sources of literature                                                                 27

2.2              The Review                                                                                         28

2.3              Summary of literature Review                                                             32

CHAPTER THREE

METHODOLOGY

3.1              Research method                                                                                 47

3.2              Research Design                                                                                  48

3.3              Measuring instrument                                                              48

3.4              Data collection                                                                                     49

3.5              Data Analysis                                                                          50

3.6              Expected Result                                                                                   51

CHAPTER FOUR

4.1              Data analysis                                                                           54

4.2              Results                                                                                                 65

4.3              Discussions                                                                                          71

CHAPTER FIVE

SUMMARY AND RECOMMENDATION

5.1              Summary                                                                                             79

5.2              Recommendation for further study                                          80

Bibliography                                                                                        89

CHAPTER ONE

INTRODUCTION

THE ROOTS

Why are we what we are? Third world!

There are two broad competiting paradigms or models of theoretical understanding that seek to explain why some countries are poor and other are wealthy, why some are “first world” and others” Third world”.  These broad competiting paradigms are theory of “modernization” and the theory of “imperialism”.  Each paradigms has its own “clue concepts” or key explanatory categories” (Hagen 1962).

For modernist theorists the determinant of the social economic situation of any country is the concept of “modern” and its permutation and big categories such as “institutional differentiation” “development” “development”, “nation building”, “economic growth” “advanced industrial societies”, “Westernized” , “backward”, “primitive”, “tribalized” and many more.

On the other hand, those who employ the theory of imperialism have as their concepts such terms as “dependence”, “colonialism”, “liberation”, “Exploitation”, “late capitalist societies” or “societies in the stage of monopoly  capitalism”.

The backbone of the theory of modernization has been derived from a convergence of sources in the  social sciences in the western societies over a long period of time.

What modernization theorists most often end up with is ethnocentric piratical recipes which admonish the poor societies to imitate them all the way and they would acquire a sudden leap into the 21^st century.  In order words, join the Calvinistic cruet and you will experience a sudden leap into modernity.

The theory of imperialism on the other hand derives its concepts from Marxist sources.  In a nut shell, the wealth and poverty of nations result from the global process of exploitation.  This is the situation that Andre Gunder Frank (1969) refers to as the “the development of under development”.

The problem of the poor countries  with particular reference to Nigeria is not the lack of technological know how, cultural traits conducive for development, or modern institutions, as is touted by modernists theorists, but that they have been subjected to the exploitation of the international capitalist system and its special imperialist agents, both domestic and alien.

The fundamental conceptual instrumentarium of the critique of imperialism is provided in lenin’s theory of imperialism.

“Imperialism: the highest stage of “capitalism” (1916).  The basic pronouncement in the book seems to be that the evils associated with foreign capitalist penetration of the poor countries are the necessary concomitants of capitalism in its present stage.

Nevertheless modernization theorists have also continued to argue that the present influence of the west is not the result of their exploitation of the third world countries.  They state that this particular argument gives the poor societies” a moral legitimacy” to demand aid or trade concessions.  Sort of  “reparation” from their alleged exploiters.  However the agree that rich countries depend on poor ones for certain raw materials but that this dependency is declining, and that a great decline in this dependence is expected in view of technology innovations and search for alternative resources nearer home.

Whatever may be the case the fact remains that the fattest profits for developed countries come from their overseas investments.  Offiong (1980) argues that it would be wrong to say that the industrialized nations will decrease their dependence on raw materials on the third world nations.

“They will continue to maintain a global policy designed to protect the sources of their crucial raw materials and markets for their finished products”.

MAINTAINING THE EDGE

It is true that bourgeoisies social scientists in the west (The united states being the headquarters) and even in third world countries have gone out of their way to discredit the Marxist-Leninist theory, social scientists in the west must have undertaken the actions as a sort of strategy. But for those in third world only ignorance could answer for their action.

Indeed the Euro African connection from it’s inception, some five centuries ago to the independence decade (1960s), visited Africa with the holocaust of slaving, the trauma of invasion and conquest the humiliations and complexes of occupation, and with a systematic and continuing impoverishment:

In the 1960’s and 1970’s, it became apparent that the west European Expansionism was retreating.  The question then, according to Chinweizu (1978) was “were the Europeans retreating forever or were they retreating to regroup for another assault upon the rest of us”.  From  the situation in the current dispensation, it is clear that the answer to Chinweizu’s question is that the west Europeans were retreating to regroup for another assault against us.   The difference is that today the united states of America (who came out of the second world victorious) is the leader of the regroup. Again the assault is now more subtle but less no powerful than physical assault.

The genesis began with the acceptance and adopted of the modernists solution to underdevelopment.  One of such theories which relate to this subtle method of assault-international communication is given by Lerner (1956).  In his  concept of “empathy”, Lerner states that the inhabitants of third world nations must learn to empathize with the west for modern  transformation of their societies to be possible.

Schramm (1964) on the other hand developed an interesting model in which he equates the level of social development to various nations.  Access to these modern mass media (Radio, Television, Films, Telephone and newspapers) is also linked to individual modernity.

Nigeria and other third world countries have reacted to these findings by inventing a substantial amount of their foreign exchange earnings to import radio and Television transmitters and sets.  Thus setting the stage for imperialism.

Thomas L. MC phial (1981) described this new form of imperialism through the media as “Electronic imperialism”.  He stresses that over the years, there have been but a few major trends in empire building.  The first era which occurred during the Greece-Foman period was characterized by military conquests.  The second era which was during the middle age involved mutant Christianity.  The third era which lasted between the 17^th and middle of 20^th century was essentially mercantile colonialism fueled by industrial revolution and a desire to both import raw materials and find export markets for the finished products.

World war I and II not only stopped major military expansion movement but also placed the industries of the west in command of vial trade routes and practices.

By the middle of the 20^th century there began a shift to a service based economy in the west which relies substantially on telecommunication systems, which traditionally geographical borders and barriers to international communications are being rendered obsolete.

The post industrial society with information related services being the corner stone, has significant implication for industrial nations alike.  Military and mercantile colonialism of the past may be replaced by “Electric colonialism” in the future.  It might become possible that a nation state may now be able to move from the stone Age to the information Age, without having passed through the interring steps of industrialization.

From MC Phial’s explanation many countries including Nigeria could be said to be on the with electronics.  This trend is indicated by the dependency relationship between third world counties as Nigeria and the industrialization countries as Japan and America. Third world countries depends on industrialization ones for communication hardware, produced soft wares, and related information protocols, that vicariously establish a set of foreign norms, values, and expectations which in varying degrees, may alter the domestic cultures and socialization processes.  Essentially, Electronic colonialism of the 18^th and 19^th centuries.

The above reality has resulted in upsurges of nationalism in many third world countries.  The nationalists show parallel concern for political, economic as well as cultural control over their own destinies.  This concerns have over the years been typified with terms as “Non Aligment” “New international Economic order”, and New world information order” respectively for political, economic and cultural issues.

It is with the cultural issues that students of journalism and telecommunication find theoretical and research interesting for instance, two of the largest issues international concern that link the third and west, and frequently on opposing sides, are the performance of the major wire services, (Associate press AP, Reuters, Agence France press Afp, united press international UPI).  The major television broadcast syndicates (Visnews and UPIIN) and direct broadcast satellites (DBS).

These big time players in the milieu of international communications are firmly owned and controlled by western Europe and U.S to serve their interest.  It has been sufficiently documented that western News media especially the American News media have been consistently found.

(Schiller 1976) to portray Africans as dangerous, unstable, non present, non active, unproductive and therefore always in need of help.  Little wonder why a little European boy, when he saw an elegantly dressed African gentlemen in the international City of Geneva, said to his mother “mummy he’s hungry  him some money”.  This shows the power if the media to shape perceptions especially when there are no alternative sources of information.

Likewise individuals and  groups in Africa are exposed to the media of the west.  If news about Africa in the Western news media is all about confusion, backwardness, then Africans will logically have negative perceptions about themselves and their African neighbours.  Such a situation is what structurelist call a disgussed form of cultural imperialism.  In this type of set up, where the developed nations dominate the flow of news or mediate the flow of news to and fro, to and among the developing nations, there is created a state of dependency, a desire and ability to develop and think more like the developed nations.

TELEVISION IN NIGERIA

“It is simply impossible to exaggerate the impact of television on our lives and the lives of our children.  It is often said but nonetheless worthy of  repetition that television has altered our consciousness, our manner of relating to other people and world, our decisions about the expenditure of our wealth and the use if our leisure reordered our lives that we do  not yet recognize the change”.  Television, that which has occupied the central position in the issue of international communication especially intercultural and cross cultural  communication issues, came into being in 1884 with the perception of the  scanning disk by Paul Nikpow.  The scanning disk was a forerunner of modern Television.

In 1923 Vlodimir Zworkin, a Russian resident America invested the picture tube-conoscope  which he later perfected in 1929 by developing the catholery tube –Kinescope.  Television broadcasting began first in Britain in 1936, and followed by United states of America in 1939.

Television and Television broadcasting in Nigeria developed along regional lines.  In 1959, the Western Nigerian Television INNTV was  established by the western region government.  The Eastern Nigerian  government followed suit in 1960 with the establishment of Eastern Nigeria Television (ENTV) Enugu and so it continued.

As at 1997, there were two privately owned satellite television stations in Nigeria.  African independent television AIT Lagos and many broadcast international MBI one partial satellite television transmission station (NTA Network); 42 cable television stations, II private radio stations, 23 state television stations, 28 NTA stations; and nine private television stations.  Television is now obviously the most important medium for entertainment in most parts of the world.  It most obviously involves the content of the screen –programs, actions, people and places.

Many social scientists agree that all of the interesting effects of television can be traced to the images on the screen.  The exclusive cause of changes in perceptions, judgments, evaluations, emotions and even bodily functions is thought to be information in two-dimensional florescent light that  appears within the boundaries of the tube.

The government of the federal republic of Nigeria understands the ability of television to affect peoples ways if life  that it set out in the cultural policy documents to keep Nigerian television Nigerian.

Processing the roles which television should play and policy states that Television should be used to project Nigeria arts and culture and value system.

1. At least 70% of television programmes should be produced locally.
2. The programme content of television  should be made relevant to Nigerian realities history and achievements.  The extent to which these  aims can be achieved is limited by very many factors bordering on globalization of information and privatization and commercialization of the broadcast industry.

With the introduction of Direct Broadcast satellite (DBS), the government owned stations had easy access to foreign produced programmes coming mainly foreign from Europe and America.

Also by commercialization and privatizing the industry, it became difficult for government owned television stations to continue to carry out their social obligations with out government funding.  The private television provided very stiff completion and were attracting more advertising revenue than government owned  media houses.

It is an effort to attract advert revenue which is ensured by packaging programmes that will attract a lot if viewers that the major government television stations NTA broadcasts foreign programmes such as soap  operas, music videos, cartoons movies etc.

1.1       BACKGROUND OF THE STUDY

The last ten years have witnessed the privatization and commercialization of the broadcast medium. It has witnessed the most pervasive period of foreign television programmes and films into Nigeria.  The foreign television programmes states and western Europe and even when they are not from these places as the cases with soap operas from Mexico, they are only local variations of international capitalism.

American made programmes particularly are seen in  practically every country where television exists.  It is believed to exert influential power in various countries.  There is no question that one of the more remarkable phenomena of the 21^st century is the widespread diffusion and accompanying popularity of American films and television entertainment programmes throughout the world Guback (1969), Lee (1980); Tunshall (1977); Wells (1972).

It is my belief in line with that if most local critics of American television industry (Hamelink 1983; Schiller 1989, 1976; Mattelert 1970) that the United states and western Europe hold sway over the economics as well as the cultures of third would countries.

In Nigeria as exemplified by trends in Enugu metropolis and use where, western exports of television entertainment are shown in NTA Enugu, ESBSTV, minaj systems, channels, MGM, Cartoon Network, CNN international, TNT classical movies, ESPN – Expanded sports programme Network) channels provided by various satellite transmission operators as DSTV, Multi choice, music television, Euro sports etc.

I am aware that the inclusion of NTA Enugu and ESBS in course of foreign television programmes might raise eyebrows.  There inclusion is due to the fact that most of their programmes which have been documented to be viewed most by youths, expose youths to foreign cultures.  Such programmes include soap operas, movies and youths programmes as “our generation” and defunct youth perspectives.

“Our Generation “ is shown on NTA Enugu while “Youth perspectives” is shown on ESBS.  The two programmes are presented by youth and are regrettably replete with music video of western origin dominated by rap stars as Tupac shakur (late) Beyonce Ashanti, 50 – cent, Sean Paul, Kell Rowland  big, Queen Latita, Eeline Dion etc.

it is my belle that western television especially American television exports is conscious/strategic “weapons” aimed at subduing the cultural values of less developed countries.

There could be no more explicit admission of this strategic communication they one made byu sig Mickelson, president Radio free Europ/Radio liberty in Jan 21, 1977, about the move by the solviet union and third world countries for balanced flow of introduction in defence of indigenous interests and culture against the dominance of the west.  Mictleson states that success of this campaign would have effect of moving the philosophy and practices of the third world societies further away from those of the western world, alienating and isolating our own philosophy and practices.

1.2       STATEMENT OF THE RESEARITY PROBLEMS

The average Nigerian youth, it is oberserved is always eager to be associated with the developed nations the Europe and north America.  He sees the western countries as a model.  He “thinks” western while  earnestly hoping that one day he will be in the white works.

Many Nigerian youths tend to imitate western cultures  especially American cultures.  Nigerian youths either talk” or dress American.  The Nigeria youth appears to see everything America western in  a positive light at the expense of local cultures, norms and values.

Nigeria university student have low me  a set of brain washed youths who think more of the trancient and canal ideals of  western cultures, rather than their own.  This has led top increase in the rate of violence, rape, gengsterism, weird dressing, juveniles delinquency, drug addition, excessive desire for foreign products, sexual perversion unpatriotism, burning desire to migrate to the U.S and western European countries etc.  All of which have tremendous negative effect on our bid for national development.

1.3       OBJECTIVE OF THE TSUDY

1. To  isolate western television and examine its pervasive impact on the cultural values of Nigerian University Students
2. To show how the contents of western TV. Programmes effects Nigerian  university students.
3. To show if their perspection of the west affects their attitude towards western TV. Programmes.
4. To show the relationship between exposure and the desire to migrate to the U.S and Western Europe.
5. To show the implications of the western TV culture on Nigeria as a state.
6. To make recommendations based on the findings of this research.

1.4       SIGNIFICANCE OF THE STUDY

It has been observed and stated severally that moral bankruptcy among Nigerian youth especially university students is growing in leaps and bounds.  Local cultures, values, tradition, norms and mores are sacrificed at the alter of modernity.  Excessive positive perception of the western world by Nigerian youths may translate to umpatriotism for their own country.

This study is an offshoot of the  concern for the possible dilution, domination and finally absorption of the African/Nigerian culture which until the present has been characterized with good neighbourliness, respect for elders, virtuousness, group or community orientation and collectivism.

The Nigerian youths perception of western especially, American behavioural norms and values as better than their own, is a key element in preparing them for acculturation leading to low Nigeria self-image, high projected self image and a flaring desire to migrate to the west especially to the united states of America.

It will not be unusual in a visit of any university in Nigeria to find individuals imitating behavioural modes of dress, attitudes, and  mannerisms of the personalities they  admire including fictional characters with whom they identify on TV. Idolized and imitated international, are modes of dressing, and often personal idiosyncratic behaviours of popular stars as notorious Big (Late), 50 Cent, Sean Paul, Michael  Jackson, late Tupec-Shakur, Ashanti, Kelli, Rowland, Celine Dion, and such characters as Van Damm, Schwarzenegger, Silverster Stallon, Leonardo Decaprio, Jennifer Lopez, Chuck Noris etc.

It has been observed and disturbingly that Nigerian University students in increasingly greater numbers, adopt and imitate behaviours aid life styles portrayed by dominant cultures of countries outside their own to the influence of which they have become exposed.

Such a situation is not healthy for a developing country as Nigeria especially now that genuine attempts are being made at putting in place a credible democratic process. The conduct of this research at this time will enable the government to know what role the media  can play in the development of any country and therefore enable them harness the mass media especially TV to help in the democratic process, and the development process in general.

The research is also particularly timely because as a result of technological developments process and economic pressures, international programmes movements especially from U.S and western European countries are likely to increase.  The result of this research will enable the government and other policy makers to put adequate measures in place to check the movements and its effects.

Most research on emigration in economic and demography has concentrated not on the role of information but on economic and political conditions.  From the result of this research, the government will understand if a fine-turning of international broadcast industry could help  tackle the issue of brain drain.

1.5              RESEARCH QUESTIONS

1. Do Nigerian youths expose themselves more to TV. Than other media?
2. Do they prefer western TV. Programmes to locally produced ones and why if yes?
3. does exposure to foreign TV programmes affect Nigerian youths attitude to the western nations?
4. In what ways do these attitudes manifest in the behaviours  of Nigerian youths.
5. Do Nigerian youths identify more with local or foreign TV. Stars ?
6. Will improvement of local TV./movies industries improve Nigerian youths preference for local TV. Products

Continue reading WESTERN TELEVISION PROGRAMMES ON THE CULTURAL VALUES OF THE NIGERIAN YOUTHS →

THE IMPACT OF MTN ADVERTISEMENT ON SUBSCRIBERS 

A STUDY OF UYO METROPOLIS.

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CHAPTER ONE

INTRODUCTION

1.1   Background of Study

The development of telecommunication in Nigeria began in 1886 when a cable connection was established between Lagos and the colonial office in London by 1893, government office in Lagos were provided with telephone service, which was later extended to Ilorin and Jebbu in the hinterland. A slow but steady process of development in the years that followed led to the gradual formation of the nucleus of a national telecommunication network.

In 1923, the first commercial trunk telephone service between Itu and Calabar was established. Between 1946 and 1952, a Three-Channel – Line Carrier system was commissioned between Lagos  and Ibadan and was extended to Oshogbo, Kaduna, Kano, Benin, and Enugu; thus connecting the colonial office in London with Lagos and the commercial centre in the country with local authority offices. In 1960s the network system was expanded to meet growing needs of the fledging commercial and industrial communication network system.

In the 1980s, the telecommunication arm of the department of Post and Telecommunication was merged with the Nigerian External Telecommunication (NET) and in 1985 the Nigerian Telecommunication Ltd (NITEL), a Limited Liability Company that administers both internal and external telecommunication services in Nigeria was formed.

Currently, NITEL offers the following services, telephony, telex and telex delivery services, telegraph and registered telegraphic addresses, payphones, and public coin telephones, transmission and reception of real-time TV for network services etc, Nigeria embraced digital Technology since the 1980 with the ratio of Digital Switches and Transmission System (Radio and Optic Fibre), into the network since the beginning of the 90s, mobile Telephone Services offered by NITEL. NITEL now has an X 25 and X 40 Switching facilities in its network.

Today, however, to a population of one hundred million (100m) the figure of more than half a million on telephone lines in the country means in effect, a very low telephone density ratio, though the country has the largest number of telephones in any one country in Africa.

MTN Entrance into Nigerian Telecommunication Sector

The MTN Group Limited (MTN Group) is a leading provider of communication services offering cellular network access and business solutions, and is listed in South-Africa on the Johannesburge Securities exchange (JSE) under the Industrial Telecommunication Sector launched in 1994, MTN Group is a Multinational Telecommunication provider with its core operations in 21 countries in Africa and the Middle East.

MTN Nigeria began operations in Nigeria on May 16^th, 2001. MTN Nigeria was the first GSM Network to make a call following the globally landed Nigerian GSM auction conducted by the Nigerian Communication Commission (NCC).

Therefore, the company launched full commercial operations beginning with Lagos, Abuja, and Port-Harcourt and since then it has spread their network to every State in Nigerian Federation (Uyo included).

1.2   Statement of Problem

In Nigeria today, consumers are faced with many competiting variables of telecommunication  network to choose from. In case of GSM Service providers, we have Airtel, Globacomm, MTN, Starcomm, Zoom, NITEL, Etisalat etc.

Meanwhile, advertisements are no longer geared towards sensitizing the public about the usefulness of the product or products so advertised; it is now been used as a tool for propaganda and extortion of the public / consumers. MTN was, in 2009 summoned by the House of Representative in Nigeria to defend itself against claims that it is extorting the Nigerian populace.

Matter of factly, advertisement ensures or does the following; enhances sales, creates awareness about a new product, satisfies the consumers need for quality, educates consumes about how a product can be used, influences consumer’s choices etc.

Therefore, it is against this backdrop that the researcher therefore, intends to find out or answer the question: Has MTN advertisement impacted its subscribers in Uyo Metropolis?

1.3   Objective of the study

In order to be guarded toward achieving the aims of the research efforts, the researcher, hereby makes the following outlines as the objectives of this study:

i        To find out if the residents of Uyo Metrpolis as exposed to MTN advertisement.

ii       To find out if MTN advertisement creates awareness about their services in Uyo Metropolis.

iii      To ascertain whether MTN advertisement generates or increases sales of their products and services in Uyo Metropolis.

iv      To find out whether customers are influenced by MTN advertisement.

v       To find out or ascertain whether MTN advertisement educates subscribers of Uyo Metropolis on the benefits of using their products and how they can use them.

vi      To find out whether MTN advertisement influences subscribers in Uyo Metropolis preference for their product over other telecommunication network.

Vi     To find out from the resident which Mobile service they would recommend for a close friend.

1.4   Research Questions

i        Are the respondents of Uyo Metropolis aware of MTN advertisement?

ii       Does MTN advertisement generate sales of their products and services among subscribers in Uyo Metropolis?

iii      Are subscribers in Uyo Metropolis influence by MTN advertisement?

iv      Does MTN advertisement educate subscribers on the benefits of their products and services and how ot use them?

v       How has MTN advertisement  impacted subscribers’ preference for their product and services over other telecommunication network in Uyo Metropolis?

vi      Which of the media enhances the impact of MTN advertisement on  Uyo Metropolis?

vii     Which mobile Services would subscribers recommend for prospective customers?

1.5   Scope of Study

The study was conducted in Uyo local Government Area. Since the Local Government Area comprises of numerous villages made of two clan, its vastness does not provide specification for eligibility for the study, the researcher, therefore, restricted herself to the selected villages from two clan which are; Afaha Oku, and Ilot Oku Ubo offot, and their reactions toward MTN advertisement in Nigeria. Also this work is limited to television advertisement only.

1.6   Limitation of Study

This research effort was militated against by several factors. These factors combined to make the process more rigorous Herculean for the researcher. Some of the challenging factors are; dearth of materials at the researchers’ disposal made the effort more challenging. For instance, it was not easy retrieving information on the first advertisement of the MTN in Uyo Metropolis.

Another is the unwillingness of respondents to fill the questionnaire. This to an extent constituted an impediment to the collation and collection of data for the study.

Also, the researcher studied the behaviour that is rational. This too, posed a great deal of challenge to the researcher because often, the respondents do not express their habitual practices, and their preferences cannot be assessed correctly or accurately.

1.7   Significance of the Study

A research effort of this magnitude is expected to serve as a reference material to both students and researchers who may embark on a research project in this area in future. It will add to the existing stock of knowledge in the related area or subject of interest.

Also, the work will also be of great benefit to advertising agencies and advertisers, other GSM service providers, media organizations, and the general public at large.

1.8   Definition of Terms

Below are the operational definitions of term;

Impact: This refers to the effect that MTN has on the subscribers in Uyo Metropolis.

MTN:                 Mobile Telecommunication Network. MTN is one of the major wireless telephone operators in Nigeria.

Advertisement:  It is an appeal that contains some aesthetic information concerning a product or service.

GSM                  Global System of Mobile Communication. It was fully approved in Nigeria on 27^th August, 2000.

Subscribers       these are the people in Uyo Metropolis who pay to MTN in order to receive their services

Uyo Metropolis  Uyo Local Government is one of the 31 Local Government Areas in Akwa Ibom State. Uyo occupies a position between 5.05⁰ North (Latitude) and 8⁰ East (Longitude). This is within the equatorial rainforest, which are tropical zones that harbor vegetable of green forage of trees, shrubs and oil palm trees. These geographical environments are very conducive for cash crops couples with flat lead terrain shaping towards the South-East between the months of December to February of every year.

According to Otobong (2007, p. 115). Uyo Local Government Area being the capital of Akwa Ibom State has a total landmass of 1,250,000 square kilometers with a population of three hundred and nine thousand, five hundred and seventy three people. It comprises of two clans viz; Ikono Ibom and Oku clan and shares common boundaries with Etinan, Ibesikpo. Itu, Uruan, Nsit Atai and Nsit Ibom Local Government Local Government Area.

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ABSTRACT

The attitude of television audience toward commercial interruption in television programmes is a research work carried out through scientific and empirical method in attempt to find out what television commercial interruption is all about and how it affects the audience and suggestion on what to do in order to better the performance of the media houses towards the television commercial interruptions.

It goes a long way to carry out a research on this topic by drawing up questionnaire and interviewing the subjects in their environments. Also made use of library and oral interviews. And our finding shows that uninterrupted television programmes are preferred by the television audience and that the television audience will prefer their unfavourite programmes interrupted. We also found out that commercial that tends to satisfy their needs are recalled faster than commercial that does not satisfy their needs.

Conclusively, the main objective of this study is to asses the attitude of television audience in Enugu towards commercial interruption of television programmes.

This study being an attitude survey seeks to find out the relationship between media content (advertisements) and the society. Therefore, it focused on consumer behaviour, which gives insight into consumer attitude beliefs, perception and culture.

CHAPTER ONE

INTRODUCTION

Television industry in Nigeria is still in infant stage comparatively to its counterparts in other parts of the developed world. However, it has metamorphosed remarkably within this short period of its history. There have been some achievement and new dimension in its scope of operation for the past two decodes.

At its inception, television in the country was basically used for information, entertainment and educational purposes. It is different of its ability to combine sound and picture. As a result of these qualities. It is possible for it to attract a large number of viewing audience. The number of television receivers reaching a formidable over 30 million people throughout Nigeria, is proof of the immeasurable impact this invention has had on the lines of millions and on the spread of information.

The value of television, as a medium of mass communication is fast assuming highly important position throughout the world. According to Olusda (1976) “All over Nigeria, today there are over one million people watching television) (p 21)

Television has added another feather to its wing, which is that of persuasion. This singular act by television has made it possible for television to dazzle other media of communication. It now serves as an organ through which governments and advertisers sell their goods and services. It ahs brought the art of product awareness to millions of house holds. It has the selling power for most types of goods and services – detergents, cigarettes, fridge, beer and furniture. Their impact on the country is attributable to network television advertising.

Still talking about what television offers, one cannot but remember educational and entertainment programmes for the audience like cultural dances, drama and comedy programmes. Some of the programmes such as family circle, guilt, Jagwa, Mr. B and Tales by moonlight have been known to force people to go home from wherever they are, so as not to miss the next episode.

While viewers are watching their favouratie programmes, it is a common experiences that television houses often dot in commercials which break the continuity of these programmes to the annoyance of viewers whom these programmes are their favourites. The advertisers often want their commercials to be aired at prime time, while these viewers want their favourite programmes to be uninterrupted by commercials thereby reating conflicts between the interest of advertisers and interest of viewers.

It ahs been estimated that well over 80% of the programmes on Nigeria, televisions are interrupted as a result of commercials, yet Nigeria television houses do not seem to see anything unusual about this situation. On N.T.A. station, there are so many programmes for the week and of the seventeen programmes selected for promotion, none is aired without commercial interruption. According to Opubor and Ore (1979)² The commercials interruptions of most of the programmes are of little relevance to the social realities of the average Nigeria” ³ (p. 122)²

Consequently, television houses often just slot in these commercials even at prime time without considering the interests and feelings of viewers. The viewers are now forced to perceive and consume these commercial when watching their favourite programs, thereby subjecting them to the status of captive audience.

According to Nwuneli (1976) Many of the products in Nigeria television are raw. They display things which portray people as naughty, monsters and didactic under stones which are underplayed and viewers lose sight of them (P. 122)³. Some researchers have come up with evidence to show that commercial interruption could induce aggressive tendencies in people. According to Greene (1965) a former Director General of the British corporation television is being misused and that broadcasters are betraying their responsibilities (p. 124)⁴

There is no gain staying the fact that television stations need the money realized from these commercial to remain in business. The corporation has to under take commercial broadcasting in order to make money to supplement the subtrahend, sponsors need the television station as a medium of communicating information about their goods and services to the ultimate consumers with the sole aim at arousing their interests for the goods. But as new television stations are established and more stations introduce the modern broadcasting, the need to interrupt programmes at the detriment of the viewers will be further aggravated. Unless something is done now, this will be another ugly incident and further alienation of television audience.

The points mentioned above have acted as stimuli for this research which is to find out the attitude of television audience towards commercial interruption in television programmes. Attitude is here defined as ways of thinking or feeling towards something, in this case towards commercial interruption in television programmes. This attitude survey is very crucial because it embraces a lot of things. For instance, it transcends effects of commercial interruptions on television audience because it is only after a subject has observed the effect of a phenomenon that the subject can form a reasonable attitude towards that phenomenon.

According to Parker (1974) “The sooner each new technology is studied, the greater the chance of bringing to use research results to influence policy in a meaningful way (p 123). We can deduce from these that it is necessary to examine audience attitude towards commercial interruption by Nigerian televisions at this embryonic state of televisions industry when the institutional and economic structures of broadcasting are still being formulated.

Finally, this study will also find out whether television audience will prefer uninterrupted programmes to interrupted programmes whether these commercial programs increase or decrease the viewers interests. In short, it will come up with suggestion on how Nigeria television stations can best serve their audience.