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.
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.
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