TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION:…………………………………………………………
STATEMENT OF RESERRCH PROBLEM:………………………………
OBJECTIVES OF THE STUDY:………………………………………….
SIGNIFICANCE OF THE STUDY:……………………………………….
RESEARCH QUESTION:………………………………………………….
RESEARCH HYPOTHESIS:………………………………………………
DEFINITION OF VARIABLES:………………………………………….
LIMITATION OF THE STUDY:………………………………………….
CHAPTER TWO
LITERATURE REVIEW:……………………………………………………
CHAPTER THREE
RESEARCH METHOD:……………………………………………………..
RESEARRCH DESIGN:…………………………………………………..
RESEARCH SAMPLE:…………………………………………………….
MEASURING INSTRUMENT:……………………………………………...
DATA COLLECTION:……………………………………………………….
DATA ANALYSIS:…………………………………………………………..
EXPECTED RESULT:……………………………………………………….
CHAPTER FOUR
DATA ANALYSIS:………………………………………………………….
PRESENTATION OF RESULTS:…………………………………………
CHAPTER FIVE
SUMMARY:………………………………………………………………….
RECOMMENDATION:……………………………………………………..
BIBLIOGRAPHY:…………………………………………………………..
APPENDIX:……………………………………………………………….
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 attidute 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 amny 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 rery 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 statations can best serve their audience.
STATEMENT OF RESEARCH PROBLEM
Television by virtue of sound, vision and movement offers a high degree of creative flexibility. An increasing number of people have colour television sets and this allows for greater realism of presentation in commercials. What is more television has achieved a very high degree of penetration of the population and many people watch television programmes for several hours each day. However, these programmes are intermittently interrupted to make way for the insertion of commercial message.
It ahs been estimated that well over 80% of the programmers on Nigerian television are interrupted as a result of commercial insertions, yet Nigeria television houses to not seem to see anything wrong or unusual about this situation. The situation has come to a stage where it will be logically assumed that the gullibility of the television audience is now taken for granted by television houses and also that many ahs now become their primary consideration. Thus, this study intends to examine this attitude of television audience in Enugu towards commercial interruption of television programmes. By and large attitude is a formidable factor in any human communication. It is defined as a psychological predisposition that allows a person to behave in a certain way towards objects, people or actions, hence, the objects in this case will be commercials interruption of television programs.
Given the situation, what the television audience have to say about the commercial interruption of television programmes? How to they feel or react when the programmes they are watching on their television sets are interrupted midway by commercial message? Will uninterrupted televison programmes appeal more to regular viewers than to non-regular viewers? Is it true that televison audience will like to watch their favourite programmes uninterrupted by commercial message than when watching their unfavourite programmes? Will television viewer pay mere attention to commercial messages that tend to satisfy their needs than to commercial messages that does not satisfy their needs? Finally, would televi
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