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ABSTRACT
The topic of this research was Audience Perception of Broadcasting programmes in Nigeria. These become necessary to student due to the competitive nature in the media industry. The audience been the centre of attention of every media house makes it a prerequisite in structuring programming. Survey research design was preferred because it gives room for questionnaire to be used to elicit information. The research sent out 250 and 200 were retrieved for analysis; and this constitute my sample size. On analysis, it was found that, strategies are sacrosanct in media business and that any attempt to ignore the yearning of your imaginary audience will have an adverse effect on followership. I therefore recommend among others that, the entire strata of the society should be incorporated and considered while planning their programming as Children with the ages of 4-10 seems not to benefit much from it.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
The media industry is so saturated with divers programmes that clamor for audience attention. The media community is highly competitive and logically, it is presumed that the only panacea to stay in business is to have audience oriented programmes that will enhance patronage or increase fan base which will equally rub-off on advert in-take by the media house. It is obvious and more evidential that our society toady has grown beyond the era of substandard programmes due to availability of many media houses and internet. There are so many appealing information soliciting for their attention at all times which makes it sacrosanct for the department of programmes to be more creative and visionary to be more relevant. It is pertinent however to state that amidst all the difficulties facing broadcasting media, a new era has arrived where broadcasting has been characterized by improvement in programming, enhance flow of information, education and audience satisfaction. These broadcast media have been successful because of some strategies or techniques being used or discovered to catch the attention of the audience. For instance, Nigeria INFO (92.3fm) Port Harcourt, when they came in to Port Harcourt, the city was saturated with other media houses giving quality programmes, but they prioritize and lead more emphasis on talk, news and sport; they do it by engaging their audience to participate through phone ins, talk shows etc and by so doing they bond their audience to their programmes. Nigeria info has suddenly become a hub in the media industry especially in Port Harcourt with a strong fan base due to their credibility occasioned by their creativity, style and competent programming.
The introductions of quality broadcasting programming, positive diversity in programming and production have been able to gain the interest of the listeners. It is imperative to state that ‘the key factor in audience acceptance of any broadcast station is programming. Programming basically means determining what programmes to put on air and what points in the programme schedule (Chester et al, 1978:p49).
It is a decision making process concerning the purpose, arrangement and content of all the programme of a broadcast station. Large audience are won by a radio or television station through it programming, likewise advertisers. Programming is a serious venture which deals with searching out and acquiring programme materials and planning a coherent sequence (Venatus A, Angela N, 2009: p160).
Finally, it is clear that this station that was established to achieve a national and collective goals has set the ball rolling through it Talk News and Sports Programmes.
1.2 STATEMENT OF THE PROBLEM
There are so many problems facing most broadcast stations presently, even with the growth of the broadcast stations across that litters around the nook and crannies of the city. Stations are aware that their audience and followers are not without minds or choice; and can enforce their right of choice at any given time they so please. Hence, it becomes a source of concern, considering that all the media outlet want to stay in business, afloat or relevant in the media industry. The million Dollars question the researcher wants to unraveled is to what extent has Nigeria info Port Harcourt being able to keep their audience spell bound to their programmes.
1.3 OBJECTIVE OF THE STUDY
It will be rational at this juncture to succinctly, in clear and elaborate terms specify vividly the focus, direction or the goals that the researcher wants to achieve in this research work. They are:
- To clearly give an overview of news audience attention strategy in broadcast programming, stating clearly the techniques used by Nigeria info to catch the attention of her audience and how these techniques and strategies have affected success of the station.
- To streamline the audience attention catching strategy adopted by Nigeria info in its broadcast programming.
- To access the effectiveness of these strategies and get the views of the public, their opinions and attitude towards this technique.
1.4 RESEARCH QUESTIONS
- Does Nigeria info adopt any form of strategy to attract audience to their programmes or station?
- What are those perception employed by Nigeria info Port Harcourt in its broadcast programmes?
iii. To what extent have these strategies of Nigeria info being effective in attracting audience to their programmes?
1.5 SIGNIFICANCE OF THE STUDY
A research work without solving a social need is a fruitless exercise. Hence this research work shall be of immense benefit to all the media houses in Rivers State and beyond in terms of reappraising their broadcast programmes so as to attract a more fan base and by extension, more money from advert. It is also going to be handy for the Nigeria info as a media outfit to adjust their programmes where necessary so as to stay afloat as among the best in the competitive media industry. Again, this research is not the end in itself, but a window to reach the unknown. The implication here is that, this work also serve as a stepping stone to researchers as they dare to explore. More so, as the last consumer so also will this research work be beneficial to the media audience as we anticipate the media house to come out with people’s oriented programmes.
This study will improve and enhance people’s knowledge of broadcasting, revealing its advantages and importance in the maintenance of audience.
The result of the study, therefore intended to be of immense benefit to both organization theorist and broadcast managers alike.
Finally, the study whose main thrust is the discovery of better and appropriate Radio Television programming vis a sound broadcast station, which if adequately maintained will help result in organizational success.
1.6 SCOPE OF THE STUDY
The country, even Port Harcourt by extension is blessed with many media houses. For the purpose of thoroughness, this study will be limited to Nigeria info Port Harcourt programmes.
1.7 LIMITATION OF THE STUDY
The study cannot be said not to have encountered any problem. Inability to get enough reference materials as well as lack of time was a limitation on the study. The issue of financial resources at my disposal was another problem towards the successful completion of the research work. However, in spite of these hiccups, I have been able to articulate both human resources and material to achieve a success to this work.
1.8 OPERATIONAL DEFINITION OF TERMS
For the purpose of clarity, the under listed terms are been defined contextually to suit the purpose of this work.
Audience: Widely dispersed and incapable of acting together in organized way to secure objective, but always acted upon.
Mass Communication: Transmission of standardized messages to large and scattered audience found in different places.
Radio: Broadcast device that carries news and programmes, through electromagnetic waves with only audio signals.
Strategy: Planning and mapping out ways of a perceived/given problem and finding lasting solution to the problem.
Programming: A process of selecting out materials for a pre-determined target audience.