EFFECT OF COMMERCIALIZATION ON THE PERFORMANCE OF BROADCASTING ORGANIZATION
(A CASE STUDY OF N.T.A, ENUGU)
The essence of this research work is to unearth eh effects of commercialization on the performance of broadcasters.
To achieve this fit, the researcher studied 20 subjects carefully selected from the key areas in Enugu Urban. These areas are Abakpa, Emene, Obiagu and Independence layout.
The research methodology utilized in the research is the descriptive survey which is a scientific method. The methods was used because it is amenable to social science studies. Natural science study thing and phenomenon while social sconces study human beings. The survey method still remains one of the best options for social science research.
Questionnaire was used as an instrument of data collection. 21 questions in the questionnaire were designed to test the respondents. The questionnaires were designed to reflect the hypotheses designed for the study.
In all, four hypotheses were drawn from the study. Hypothesis one was whether commercialization of television programmes does not allow broadcasters to be truthful and objective in their reporting. hypothesis two said that commercialization of television programes affects negatively the way viewers perceive its programme. Hypothesis three said that commercialization of television programmes hampers the social services functions of the television medium while hypothesis four said that commercialization of television programmes debases the culture of the people.
All the hypothesis received statistical support. The chi-square method of computation used showed that at the probability level of 0.5, the respondents said that commercialization does not allow broadcasters to be truthful and objective in their reporting.
That commercialization of television programmes affects the way viewer perceived the programme. That commercialization hampers the social service function of the broadcasting outfits, and finally that commercialization debase the culture of the people.
TABLE OF CONTENTS
CHAPTER ONE
Theoretical framework
The social responsibility theory
The librarian theory
REFERENCES
Appendices
CHAPTER ONE
INTRODUCTION
A study of the effects of mass communication is always invariably the study of the theories of mass communication (Agba, 2000). The effects of mass communication differ from age to age and from people to people. Brenson (1960) agrees to this assertion when he writes that “some kids of communication on some kinds of issue brought to the attention of some kinds of effects”.
Commercialization is a situation whereby an institution, establishment sells. Its services to the consumers instead of rendering such services free of change. In the case of the mass media, the news programmes and air space are sold to the general public in a frantic effort to earn sizable revenue from such sells.
The primary function of the electronic media is a provide information to the public and to assist in molding and sustaining public opinion. At the same time the broadcasting media are to entertain the audience.
According to Okunna (1994) the television is considered one of the most effective channel for education and development. Purkar (193) is of the view that while television provide words pictures and sound effects like movies, it sores over the latter by it’s high intimacy, and researcher the largest number of people at the shortest possible time. He added that any exposure through two or more sensory organs has a better chance of registering the message and this could convince people better.
Historically, the development of the televisions industry in Nigeria was made possible mainly through the imitative of the regional governments set up by the colonial governments. Thus Okunna (1993) says that “the politics of Nigeria just before independence placed more emphasis on developing the regions than the center. Television became the innovation that was to enhance the pace of regional development.
The regional government owned and operated the Western Nigerian television in Ibadan, the Eastern Nigeria television in Enugu, the radio – television in Kaduna. These stations were to serve as a veritable instrument of influence and dominable in these regions like (1990). Then broadcasting outfits, in the century were established to inform, educate and to entertain the general public. The notion of making profits through the broadcasting industry was never paramount in the minds of the operators.
However, with the deregulating of the industry, the quest for profit making heightened. Adaba (1990) accepts the view when he says that “in brief Africa broadcasting is moving from trustee sling model predicated on the principles of public interest, convenience and necesarity, where it was a ward of state authority, to the deregulated or market place model where market forces and consumer interest are paramount. The principle of public ensures that the programmes by the television houses are people oriented”.
The cardinal objectives of these stations were this.
They found broadcasting a full to forgoing an identity a channel for stimulating national dialogue and consensus, even a market place for the nascent local production of goods and services.
However, the commercialization of the broadcasting media will make it impossible for news of general appeal to be relayed without it being paid for. it is a situation whereby a development oriented news will be discarded simply because it has not been paid for while a local party on the birthday ceremony of a local party chieftain will be greatly featured.
The primary function of the Nigeria press council is to review development likely to restrict the flow of information and advice on measures aimed at remedying such development. The code of ethnics for Nigeria journalist (1996) says in its article 12 that “ a journalist shall promote universal principles of human rights, democracy, justice, equity, peace and international understanding. the same document says that to demand for payment for the publication of news is inimical to the notion of news as a fairly accurate, unbiased and factual report of event.
The cruicial question topose at this juncture is this- why must broadcast industry be commercialized? The answer lies in the fact that the outcomes of the deregulation of the broadcast industry is the commercialization of the sector to enable the privately owned broadcasting media to survive operationally. Private ownership of radio and television came into effect in 1992 following the deregulation decree established by the Ibrahim Babangida administration.
All the same time, the government owned broadcasting media which now faces fierce competition form the privately owned broadcasting media, need to commercialize it’s news and programmes to survive.
Similarly, the advert of democratic institutions demand that the government should water down it’s interference in the management and running of the broadcast industry. To achieve this feat, the state and federal governments are not expected to fund the broadcast industry Okunna (1999) says that “the funding of the broadcasting institutions by the government is an aberration of the democratic ideal.
The multinational are becoming bigger and richer and they use their financial strengths in persuading the television stations into accepting their advertisement.
Nwosu (1990) supports this assertion when h writes that multinational like the Nigerian Bottling company pay the television firms to lie to the audience. The growth in international advertisement leads to the debasement of our cultures and the inherent conflict in our broadcasting establishment. For instance, most of the television smokers are liable to die young but they will go ahead to advertise such product. This is because they need the money to survive in a way harsh economy.
In essence the commercialization of the broadcast industry has over time dwarfed the vergimed intentions of both the government and the general public. The research intends to establish, if such problem still persist.
The objectives of the study are as follows:
The values of this research work as follows
Hi: commercialization of television programmes does not allow broadcasters to be truthful and objectives in their reporting.
Ho: commercialization of television programmes does allow broadcasters to be truthful and objectives in their reporting.
H2: commercialization of television programmes effects negatively the way television viewers perceive it’s programmes.
H2: commercialization of television programmes does not effects negatively the way television viewers perceive it’s programmes
H3: commercialization of television programmes hampers of social services functions of the television medium
Ho: commercialization of television programmes does not hampers of social services functions of the television medium
H4: commercialization of television programmes debases the culture and makes irrelevant products and services desirable
Most researchers in the social science domain are conducted by human beings. Human beings do not easily subject themselves to study. In other words, the survey research used in this study has some shortfalls.
Moreover, the use of the questionnaires as an instrument of data collection permits the collection of unreliable data due to the fact that there is variance between answers and actual behaviour in human beings
Commercialization
ii. Broadcasting organization
iii. Effects
b. Operational definition: the impact of NTA Enugu’s commercialization of it’s programmes on various resident Enugu
Iv. performance
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