THE IMPACT OF NEWS COMMERCIALISATION MANAGEMENT OF BROADCAST MEDIA IN NIGERIA CASE STUDY OF NIGERIA TELEVISION AUTHORITY (NTA) ENUGU
ABSTRACT
This research project examines the implications of news commercialization on management of broadcast media in Nigeria with emphasis on NTA Enugu.
This issue at state on this topic is to find out what impact does news commercialization has on the mass audiences even when media claims to be the watch dog of the society.
Therefore, media should be ready to accept the dangers posed by news commercialization and such dangers include media questions on objectivity, professionalism and fairness now being undermined by limited access to news airtime.
The educationist, sociologist, politicians, the Businessmen and even the religious minded are all interested in this debate.
In this research I decided to use survey research method ascertain the validity of various hypothesis formulated.
The result of this research will useful to students of mass communication media experts, government and the society at large.
CHAPTER ONE
INTRODUCTION 1
1.1 BACKEROUND TO STUDY 1
1.2 STATEMENT OF PROBLEMS 4
1.3 OBJEECTIVES OF STUDY 6
1.4 SIONFICANCE OF STUDY 7
1.5 RESEARCH QUESTIONS 8
1.6 RESEARCH HYPOTHESIS 9
1.7 CONCEPTUAL AND OPERATIONAL DEFINITION 11
1.8 OPERATIONAL DEFINFTION 12
1.9 LIMITATIONS OF STUDY 14
CHAPTER TWO
LITERTURE REVIEW 15
2.1 RESEARCH METHOD 15
2.2 ORIGIN OF COMMERCIALZATIO 15
2.3 SUMMARY OF LITERATURE REVIEW 26
CHAPTER THREE
3.1 RESEARCH METHOD 27
3.2 RESEARCH DESIGN 28
3.3 RESEARCH SAMPLE 28
3.4 MEASURINE INSTRUMENT 29
3.5 DATA COLLEC TION 30
3.6 METHOD OF DATA ANALSIS 31
3.7 EXPECTED RESULT 32
CHAPTER FOUR
DATA ANALYSIS AND RESULTS 34
4.1DATA ANALYSIS 34
4.2 RESULT FINDING 51
4.3 DISCUSSION 51
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS FOR FUTHER STUDY.
5.1 SUMMARY 57
5.2 RECOMMENDATION FOR FUTHER STUDIES 60
5.3 CONCLUSION 61
BIBLOGRAPHY 63
APPENDIX (APPLICATION) 65
QUESTIONAIRE AND INTERUEW GIDE 66
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY.
The advert of broad casting in Nigeria was ushered in, in 1932 with the empire services transmitted from the British Broadcasting co-operation, (BBC) in Deviltry, England, to entertain and inform the colonial masters.
Also Stella-Joan Ebo (1994:43-44). Further stated that Nigeria stations began to experiment with rediffusion sets then the Nigeria posts and telegraphs department was authorized to work out plans for the distribution of programme to subscribers in Lagos, Kano and Ibadan.
This brought the establishment of broadcast media outfit both Radio and television in Nigeria.
Ever since the inception of broadcast media in the country, ownership pattern shows that investment in to the establishment of the industry was the exclusive preserve of the Nigeria. This is the reason why NTA is owned both at federal level and state level. That is to say that prior to decree 38 of 1992, no private ownership media was allowed in Nigeria. Before then the down turn in economy of this great nation brought with it certain changes which includes lack of money to prosecute their programmers to the public.
Electronic media organizations which NTA Enugu is one of them are not excerpted from the area government was finding difficult to spend the limited resources available to it.
Than, the government of General lbrahim Babangida through the amended Decree no 25 of 1988 empowered the media organization to engage in commercial broadcasting. This allows them to do partial commercial broadcasting through which they would be augmenting the meager subvention that would subsequently be coming from government this leads to the reduction of subvention from the federal government to the media organization, the broadcast media organization now embark on various ways of generating funds to enable them run their stations.
As planning and execution continued in most of the broadcast stations, they discovered that before they can supplement their meager subvention, they would have to market almost all their were not left out, rather they were also commercialized.
Therefore, with news commercialization media organizations stated to charge money for coverage and writing of some news items. The media management now sees news as a commodity that can generate money for their stations.
1.2 STATEMENT OF RESEARCH PROBLEM
Broadcast media managers are well aware of their essential roles in society. The managers of media house lack the problem of finance which will help them to maintain their equipment and which they use in source of news. They avoided writing stories that is news wording. As the guidance perceived use news stories put out by Nigeria Television authority (NTA) Enugu with implicit confidence, the channel enjoyed high credibility rating from them.
However, some serious question readily comes to mind at this juncture. With the introduction of news commercialization as a measure of improving the financial standing of the organization have news produces remained objective?
The channel of the broadcast media should allow enjoying the confidence of its audience. The most important problem is that does working in the media horse are not professionals. They should allow the media professional to be uncharged of the media to produce a good news packaging to the publics. The information give to the public must b e a humanitarian interest.
News commercialization has affected the principles of news packages as a humanitarian service, this has led the sponsors of news stories having some measures of control over the station.
This they do through the understanding that their news stories take precedence over unpaid ones.
As stated by Raph Efiong (1999:70) the implication of commercializing news in the Nigeria media has effect on the media credibility and consequences on the citizens participatory rights in the communication, Media.
1.3 OBJECTIVES OF THE STUDY
It is pertinent to find out that news commercialization is unethical. It has caused out news producers to package material that are news worthy. Also it has affected adversely the way and manner in which reporters go in search of news stories.
Their manner of searching for news has been constrained by the fact that, their stories should have commercial value should be given out to the publics. They should always have a story that will hold the interest of the public audience when it will be given out to them.
1.4 SIGNIFICANCE OF THE STUDY
The aim of this study is to bring to the notice of the management the impact of their decision to engage in news commercialization. They will realize that their news packages are not enjoying the confidence of their audience.
Also they will have to know that they have not been disseminating on adequate information to their audience members are expecting through their news packages.
The management will later understand that this condition has adversely affected their credibility rating.
The journalist will realize the importance of maintaining their professional standard in news coverage and writing of news stories.
While on the other hand, the audience will start to receive the type of news stories they have been expecting from Nigeria Television Authority (NTA) Enugu.
1.5 RESEARCH QUESTION
- Does news commercialization affect negatively the level of confidence audience have in Nigeria Television Authority (NTA) Enugu news packages.
- Does news commercialization affect negatively the standard of writing news stories in Nigeria Television Authority (NTA) Enugu.
- What is the attitude of news producers to the idea of news commercialization. Is Nigeria Television Authority (NTA) Enugu enjoying low level of audience viewer ship as a result of the news commercialization.
- Does the preparation of news commercials lead the news producers in to engaging in unellical practice.
1.6 RESEARCH HYPOTHESIS
H0: The policy of commercialization of news in Nigeria Television Authority (NTA) Enugu, as a means of enhancing finances, has not in any way adversely affected the objective of news producer in news writing.
H1: News commercialization as a mean of enhancing the financial standing of Nigeria Television Authority (NTA) Enugu has adversely affected the objectivity of news producers in news writing.
H0: News commercialization in NTA Enugu has not contributed to the low credibility rating they enjoy.
H1: The credibility rating of NTA Enugu has reached an all time low such as a result of the news commercialization.
H0: Commercial news stories in NTA Enugu, do not usually displace humanitarian service news stores.
H1: NTA Enugu, commercial news stories usually displace news stories that are humanitarian interest.
H0: Finances that come into the channel uia news commercialization justly the continued maintenance of news commercialization policy there.
H1: Incomes that accrue to the station through news commercials are not substantial enough to justify the maintenance of commercialization of news.
1.7 DEFINITION OF TERMS
CONEPTUAL AND OPERATIONAL DEFINITION
It is very important that the meanings of the topic are resisted in use mind of the readers that is why decided to simplify for better comprehension clarity.
News: News or fresh information is reports of what has recently happened.
COMMERCIALIZATION: Is a process by which information is given out to the public through the process of media.
IMPACT: A powerful effect that something has on a situation on person.
MANAGEMENT: The action or manner of managing or control of things or persons.
MEDIA: It is something acting as an intermediate in sound between the aspirates and the tenures.
BROADCASTING: This is electronic transmission of radio and television signals designed for public consumption.
1.8 OPERATIONAL DEFINITION:
COMMERCIALIZATION: In this context it means running or managing of mass media with a view of malign profit through information dissemination.
MANAGEMENT: This is the act of planning organizing, staffing, directing & controlling of something or person for instance in media organisation such as Nigeria Television Authority (NTA) Enugu.
IMPACT: This is the effect which hit on a thing has for that. This, it is the effect which commercialization of news has on this audience.
NEWS: This is timely report, facts and opinion that has interest or importance or both on a considerable number of people.
ASSUMPTIONS
It is assumed that news commercialization will make the media to be class oriented. Because only those who can afford to pay will be heard while majority who are poor will not, there by making it a case of he who pays the piper dictates the tune.
The last majority of people in the rural area are left blind because they cannot attered the price been paid in media house.
Commercial news stories normally displace humanitarian news stories. It is equally assumed that the reason while the NTA Enugu decided to involve in commercialization of news policy is because of financial problem facing it.
LIMITATION OF STUDY:
This research work is limited to NTA Enugu due to financial / constraints. However, conscious effort will be made to carry out this study to the required slandered that will make it a reliable and dependable one. This is because intend to base this study on data correctly supplied by the respondents.
REFERENCE
- Uto Oliuia (1999:70). Commercialization of news in Nigeria Broadcast media by Effiong R, issues in broadcasting.
- Also Stella- Joan Ebo (1994:43-44)
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