SATELLITE TELEVISION CHANCE PREFERENCE AMONG YOUTHS
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SATELLITE TELEVISION CHANCE PREFERENCE AMONG YOUTHS
Chapter one
INTRODUCTION
1.1 Background for the Study
With the world shrinking into a global village due to the rising sophistication of communication technology, local media in a nation faces severe competition for local audiences from global media.
Broadcasting today facilitates the process of globalisation, which is “a process that makes the world one massive whole that is naturally heterogeneous but with homogonous pretences brought about by the media, information and communication technologies, and mutually understanding people” (Nwabueze, 2005, p. 7).
When globalisation reduces the distance between people throughout the world, viewers in a given country must decide whether to expose themselves to information from local or international media.
Local audiences, particularly in developing countries, have evolved into a global audience that finds it difficult to abandon the high production quality and variety of programme content given by satellite television channels in favour of watching local channels.
Mboho and Nwabueze (2008) argue that, despite the local audience’s apparent reliance on international broadcasting, local stations continue to be significant and indispensable in addressing part of the information demands of any given society.
According to research findings, people who watch satellite television rely on local channels to be informed about what is going on in their community (Okoye, 2004; Nwabueze, 2010). This reinforces the enduring relevance of local media in the face of several satellite television channels vying for viewer attention.
The advent of Information and Communication Technology (ICT) has reduced the world to a global village. Satellite television is one of these technologies. It is a modern digital technology that uses computers to convey large amounts of digital information to all parts of the world.
Satellite television arose as a new distributing medium as a result of digital technology and the internet, causing a revolution in the way information is stored and transferred, irreversibly altering the media landscape. As a result, traditional mass communication channels (television and radio) are straining to keep up with this rapid change.
Today, communication developments are occurring quicker than ever before. For the mass media sectors, this implies higher costs and the need to replace ageing equipment. For consumers, it means a confusing array of products.
According to Bagi (2007), satellite signals are compressed so that more channels can be broadcast to and from an orbiting satellite. To restrict users from getting signals without a subscription.
The transmissions are encrypted (scrambled so that only those with the necessary decoder can view them). The satellite receiver decrypts the signal and distributes it to one or more televisions. Dominic (2009).
The various channels sent by satellite television are largely international programs created by the rich industrialised (developed) countries of the West and broadcast to developing countries in South America, Africa, and Asia.
causing these countries to grow dependant. Perhaps Nigeria, as a developing country, has also relied on such foreign programs and, of course, has imported both physical and software products containing such programs, which has serious effects.
Nigeria is currently facing cultural invasion; foreign culture has damaged the people’s culture, as evidenced by the way we dress, talk, and eat, among other things, because all of the gear involved in TV must be imported. Kunczik M. (1993: 227).
This study is conducted to examine satellite television channel preference among youths in (Nigeria) Mkpat Enin L.G.A.
1.2 Statement of Problem
Technologically advanced nations that establish and broadcast satellite broadcast channels to the world essentially present their own interpretation or perspective of the world to an international audience. According to Dominick (2002, p. 462), the United States “dominates the international TV programmes market”.
According to Kotler and Armstrong (2004), some critics argue that globalisation equals Americanization because the more people around the world are exposed to American culture and lifestyle through the food they eat, the stores they shop at, and the television shows and movies they watch, the more they will develop their individual identities.
This strengthens the one-way flow of satellite broadcast communications from developed to developing nations around the world. Furthermore, based on the arguments presented above, it appears that excessive exposure to foreign programs broadcast by foreign satellite TV channels may have a negative impact on audience cultural identification.
But can it be stated that Nigerians watch more satellite TV than local TV? There is currently a lack of empirical data on Nigerians’ exposure to international satellite television channels, particularly in comparison to their consumption of local media content.
Foreign programs transmitted via satellite television have a significant impact on Nigeria’s political, social, and cultural institutions. The youth are disproportionately influenced in this scenario because they are more likely to emulate Western norms and values that they view to be superior than indigenous culture.
As a result, there is concern that propaganda and the dissemination of controversial material would exacerbate domestic and international tensions, as well as promote cultural imperialism.
On this note, the study looks into youths’ preferences for satellite television channels, utilising Akwa Ibom State’s Mkpat Enin Local Government Area as a case study.
1.3 Objectives of the Study
1. To examine satellite television’s influence on Nigerian youths.
2. To determine the impact of satellite television programs on Nigerian youths.
3. Determine why Nigerian youngsters prefer satellite television over local television.
4. Determine the issues faced by Satellite Television on our local television.
1.4 Research Questions.
1. How do satellite television shows influence Nigerian youths?
2. What is the impact of satellite television programming on Nigerian youth?
3. Why do Nigerian youngsters favour satellite TV programming over local television shows?
4. What are the challenges that Satellite Television poses to local television?
1.5 Significance of the Study
The study would assist the National Broadcasting Commission (NBC) in examining satellite transmission in Nigeria and devising appropriate methods under its guidelines for licensing and monitoring satellite transmission activities in Nigeria.
It will serve as a warning to Nigerian viewers about the detrimental consequences of emulating alien culture at the expense of African culture, as well as suggestions for how Nigeria may effectively employ satellite broadcasting. It will notify the Nigeria Ministry of Culture and Tourism to adopt policies to protect and promote its people’s culture.
1.6 Limitation of the Study
This study focusses on youths’ preferences for satellite television channels in Akwa Ibom State’s Mkpat Enin Local Government Area. It would have been too broad to look into the Satellite Television channel.
Cable and transmission are available throughout the country, thus only the Mkpat Enin Local Government is in focus. It will also strive to provide answers to the existing challenges that have been recognised.
1.7 Definition of Terms.
A satellite is a spacecraft that orbits Earth and communicates across vast distances by reflecting or relaying radio-frequency signals.
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