Abstract
The advent of broadcasting in Nigeria has brought a new
lease of life to the communication sphere in Nigeria as it ushered in a new
medium of expression and communication for the people of Nigeria. With the
introduction of new media technologies came more opportunities to the
broadcasting sector in the area of media convergence. The challenges brought by
these new media are so immense that no part of the world could afford to be
left out in the turn of events. This paper therefore highlights the challenges
and prospects of the new media faced by the public service broadcasting in
Nigeria. The total population for the study is 200 staff of NTA channels 12 Uyo.
The researcher used questionnaires as the instrument for the data collection.
Descriptive Survey research design was adopted for this study. A total of 133
respondents made up broadcasters, technical officers, senior staff and junior
staff was used for the study. The data collected were presented in tables and
analyzed using simple percentages and frequencies.
CHAPTER ONE
INTRODUCTION
1.1
Background
of the study
The public service media in Nigeria aims to produce high
quality content, make it available across widely used devices and platforms,
and reach all audiences. The means of attaining this however, has meet with
some challenges over the years. The place of modern day new media technology
makes it impossible to imagine our contemporary society without them. This is
so because; the new media brings us together in variety of ways that would have
been thought as impossible (Sehl,Cornia, & Neilson 2016). For instance, a
few generations ago, it took several hours for a message to be transmitted from
Nigeria to North America. Today however, information can be transmitted in
seconds. Surmounting one of the greatest challenges to information posed by
distance with the internet today, means that people can communicate and access
information anywhere in the world regardless of where they are located in the
globe. The mass media industry in Nigeria has come a long way. The Nigerian
media has, at various times and fora been described as one of the most vibrant
in the world and undoubtedly the most vibrant in Africa. The reason for this
allusion is not far-fetched. Even from colonial times, the Nigerian media has
taken up the task of disseminating information positively influencing the trend
of governance and shaping public opinion toward nation building and good
governance. As the fourth estate of the realm, the Nigerian media was at the
vanguard of nationalism and the struggle for independence from the colonial government
of the British imperialists. The press also assumed the role of the opposition
party during various military incursions into governance in Nigeria. At the
risk of losing their lives, Nigerian media practitioners fought successive
military rulers and their overbearing and corrupt practices and wanton
plundering of the nation’s resources and reserves. The media is a complex
non-state actor whose activities have been made even more complex by massive
advancement in technology. From the primitive gong of the village town crier,
the leaf-lettering of anti-colonial movements, the bold headlines of the
national dailies, the crystal clear news footages of the cable television
networks, to the internet blogs, no one can seriously ignore the impacts of
today’s mass media. What exactly constitute the media, what roles
does the media perform, what is the character of the media, what is the average
composition of a media organization in Nigeria, how is it managed, which
management style inapplicable to which? These are the fundamental questions
that will form the basis of our discourse today. However, the way the media
functions in every society is contingent upon a host of variables which combine
to define and shape its character. Perhaps, a historical and definitional
understanding of the media in Nigeria can help.
1.2
STATEMENT OF THE PROBLEM
The media in a way have become one of the strongest
linkage institutions bridging, as it were, the gap between the state and
the citizens. In a more restricted sense, we can define the media as “the multitude of ways for the public
to gain access to political news, analysis and commentary”. And in a more general sense, the media provide the
public access to any kind of information whether political, business or
entertainment. The media include the print (newspapers, magazines and other
publications), the broadcast (radio, television) and new media which largely
speak to the internet and the World Wide Web. In this view the researcher wants
to investigate the problems and prospect of media management in Nigeria.
1.3
OBJECTIVE OF THE STUDY
The main objective of this study is problems and
prospect of media management in Nigeria.
But for the successful completion of the study; the researcher intends
to achieve the following sub-objectives;
1. To
determine the problems that affect media management
2. To
ascertain whether media management affect their productivity
3. To
determine the prospect of media management
4. To
ascertain the significant relationship between media management and quality
production of programs
1.4
RESEARCH HYPOTHESES
For the successful completion of the study, the
following research hypotheses were formulated by the researcher;
H0:
there
is no problem that affects media management
H1:
there
are problems that affect media management
H02:
there
are no significant relationship between media management and quality production
of programmes
H2:
there
are significant relationship between media management and quality production of
programs
1.5
SIGNIFICANCE OF THE STUDY
It is believed that at the completion of the study, the
findings will be of benefit to ministry of communication and media for proper
management. The study will also be of great benefit to the researchers who
intends to embark on research on similar topics as it will serve as a guide.
Finally, the study will be of great importance to academia’s, lecturers,
teachers, students and the general public.
1.6
SCOPE AND LIMITATION OF THE STUDY
The
scope of the study covers problems and prospect of media management in Nigeria.
The researcher encounters some constrain which limited the scope of the study;
a) AVAILABILITY OF RESEARCH MATERIAL: The research material available to the researcher
is insufficient, thereby limiting the study
b) TIME:
The time frame allocated to the study does not enhance wider coverage as the
researcher has to combine other academic activities and examinations with the
study.
c)
Organizational privacy: Limited Access to the selected
auditing firm makes it difficult to get all the necessary and required
information concerning the activities.
1.7
DEFINITION OF TERMS
PROBLEMS:
A matter or situation regarded as unwelcome or harmful and
needing to be dealt with and overcome.
PROSPECT: The
possibility or likelihood of some future event occurring.
MEDIA:
Media is the collective communication outlets or tools that
are used to store and deliver information or data. It is either associated with
communication media
MEDIA MANAGEMENT:Media management is seen as a
business administration discipline that identifies and describes strategic and
operational phenomena and problems in the leadership of media enterprises.
1.8 ORGANIZATION OF THE STUDY
This research work is
organized in five chapters, for easy understanding, as follows
Chapter one is concern with the introduction, which
consist of the (overview, of the study), historical background, statement of
problem, objectives of the study, research hypotheses, significance of the
study, scope and limitation of the study, definition of terms and historical
background of the study. Chapter two highlights the theoretical framework on
which the study is based, thus the review of related literature. Chapter three
deals on the research design and methodology adopted in the study. Chapter four
concentrate on the data collection and analysis and presentation of
finding. Chapter five gives summary,
conclusion, and recommendations made of the study.