TELEVISION PROGRAMMING AND VIEWERS PREFERENCES: A STUDY OF NTA VIEWERS IN LAGOS NIGERIA
Abstract
The study looked at television programming and viewer preferences through a survey of NTA viewers in Lagos, specifically in five major strategic areas of the city: Oshodi, Ojota, Ikeja, Mushin/Ladipo, and Yaba/Akoka. The study is founded on perception theory, uses and gratification theory, and source credibility theory, particularly because it is obvious that people use the media for various purposes that suit their gratifications, and that no two people use the media in the same way or for the same purpose, and that people selectively expose themselves to some programs while avoiding others.
The survey research method was used, along with 200 copies of questionnaires distributed to respondents in Lagos, of which 178 copies were correctly filled and analyzed using the frequency and percentage table method with SPSS version 20. The findings show that the majority of respondents (80.8 percent) watch NTA programs on a regular basis, spending at least 1-6 hours watching on average.
It is also demonstrated that a sizable proportion of respondents watch television for news, movies, and sports. The respondents are casual viewers who primarily watched at home, the office/shop, and hotels/bars or restaurants.
It is recommended that NTA and other broadcast media organizations review their programs on a regular basis and conduct audience surveys on their programs to learn about the audience’s perception of them, because the essence of a program is the attention paid to it by the audience.
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TELEVISION PROGRAMMING AND VIEWERS PREFERENCES: A STUDY OF NTA VIEWERS IN LAGOS NIGERIA
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