CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF STUDY
Ownership structure and control of the mass media is both internal and external, since there is nucleus of inter-dependence and co-existence. There is a common saying with regards to mass media control in Nigeria and all over, which has become a clinched, the “he who pays the piper dictates the tune”. This means that the owners of a mass media channel controls what the media broadcasts and how it broadcasts it. Surely, control through ownership is a fact of life in every society, by then the nature of this control usually varies greatly, depending upon the public system, the orientation of apolitical leaders that is in control of government, the political climates prevailing, the caliber of journalists and other professional communicators. It may also be dependent of the economic situation of the mass media and their stated objectives and policies. There is also the legal control which sometimes goes beyond the ethical to include the right from an organization to be sued, if it broadcasts without permission or transmit false information etc. (2001). Previous researchers in the field of mass communication have shown that “source is the news” and the credibility and objectivity of news source influence the public perception, acceptability and used of information disseminate from such “source”. Also, the type and nature of media ownership structure determined greatly on how objective and credible a media will be. Information is now called “power” like money and authority. Mass media companies that exercises control over the information transmitted to the masses are now seen as strong forces in building public opinion. As the “fourth estate of the realm in society”, mass media organizations attract attention of almost everyone in the society.
As a result of the overbearing influence of media owners of media practice, a policy of relevance was declared in July 22-31, 1980 in Younde, Cameroon in African member states of the UNESCO of the inter-governmental conference on communication policies. The conference communiqué said: “we need a new conception of freedom such that we truly enfranchised men and society instead of subjecting them to the conditioning of both who control the powerful of communication media; such contributes to the democratization of communication and thus recognized the right of individuals and peoples to be informed and freely to express themselves”.
According to Herbert Altschull, an independent press is impossible because” the news are agents of the people who exercise political and economic control”. That is to say that, no matter the benevolence of the government, or the democratic principles of the society; no matter the advancement of any society, the mass media are usually subjected to some form of control from those who hold and operates the apparatus power.
Mass media ownership and its effects on different aspects of mass media performance were the subject of many studies. This topic attracts many scholars due to importance of mass media in social life of society and its ability to affect publics.
Mass media are seen as a social medium that contributes to building a strong nation, feelings of unity by transmitting values and norms in messages.
However, in Nigeria today, there are three main types of media ownership; namely; federal government ownership, state government ownership and private or individual ownership. In the case of government (state and federal) ownership, the government establishes, controls and finances the media outfit, while in the case of private ownership is when an individual or a group of persons establishes, control and thus finances the outfit, while in the case of private ownerships when an individual or a group of persons or relationship between the media and the society. It is in the interest of the society to have strong and robust mass media as it is sin the between interest of the media to uphold the values and protect the interest of the interest of the society from which they drive their impulse, Support and patronage. No media on the objective of private broadcasting stations in Nigeria using I.T.V Benin as a case study.