CHAPTER ONE
INTRODUCTION
BACKGROUND OF THE STUDY
The importance of television as a medium of mass communication is becoming more appreciated in all part of the world. In the developed world, television has become the most ubiquitous of the mass media in both availability and audience exposure to the media (Sandman, Rubia and Sachsman 2006).
In Nigeria, there are indications that television that ranks newspaper as a channel of information and entertainment for both urban and rural dwellers (Okunna, 1984).
Where television derives its financial support from commercial advertisement and programmes sponsoring, it most of necessity, strive to reach the greatest number possible of the population to be able to attract sponsors and advertisers. This can only be done through interesting and popular programmes. Investors in stations and programmes alike realize and demand practical information on way to prepare programmes materials to achieve effects on the extent to which these materials once broadcast actually reach the desired audiences, and on the extent to which audiences once reached respond with desired behaviour.
However, there is much generalization about viewers that patronize television stations and their programmes which is not based on any data. There is need therefore, to design ways by which television stations and the programmes they offer to the viewers can be judged and possibly improved. Today, people expect programmes that will interest, but express dissatisfaction over the poor quality and level of production in some Nigerian television programmes.
A diligent survey around Nsit Ubium would reveal a growing trend in television programmes viewing habit and pattern among the youths or the area. A closer indicate that in the face of mounting improvement in television programmes schedules, these youths rather look yet would identify with, and prefer particular programmes broadcast by certain television stations to others. Given the present level of social enlightenment which has improved considerably in recent times in relation to the past, it will not be too alarming to learn that about our fifth of every two hundred youths actually have or can afford of still, has access to a television set.
The main aims of television however, include to entertain, inform and educate, research have revealed that of all the media of mass communication, broadcasting is the most effective form for transmitting messages from whatever source on various social changes programmes.
The advantage of television therefore, over other media and that, it transcends the boundaries of illiteracy; it breaks distances as a vast number of persons with television sets can receive a message simultaneously. It also provides a wider form for its audiences.
Blakely (2006) observes that; the order to actually acknowledge, the philosophical base of broadcast programming, the key guidelines are to study the regulations involved in the operations, government interest and the stream living of programming for public interest.
Aspinal (2006) state that; “the programme structure of a station and the way it is built up set the stations character or image”. The amount of time it gives to news and educational broadcasting are all aspects of the programmes structure of a television station.
The objective of any television station is not only to communicate messages to the target audience but also to receive favourable response. The realization of this objective will depend primarily on the performance of the communication media, their types of programmes and view patronage level.