PERCEPTION OF TELEVISION COMMERCIALS AND AUDIENCE ATTITUDE TO TELEVISION PROGRAMMED. A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION
Perception of television commercials and audience attitude to television programmes is a research work carried out through scientific and empirical method in attempt to find out what television commercial interruption is all about and how it affects the audience and suggestion on what to do in order to better the performance of the media house towards the television commercial interruption. This study employed field survey method which entails drawing of questionnaire and interviewing the subjects in their environment. This method is considered appropriate because it is the most widely used by social scientists for the study dealing with attitudes, opinion and predispositions of people. The findings show that the interrupted television audience will prefer their unfavourite programmes interrupted. The researcher also finds out that commercials that tend to satisfy their needs are recalled faster that commercials that do not satisfy need. Therefore, the fact is obligatory to offer some recommendations which perhaps will be valuable to television house, federal and state governments. The underlying objectives of these recommendations are to enable the television house to improve their service generally and tailor programmes in line with audience expectations.
1.1 Background of the Study
Television industry in Nigeria is still in infant stage comparatively to its counterparts in other parts of the developed world. However, it has metam or phosed remarkably alithin this short period of its history. There have been some achievement and new dimension in its scope and operation for the past two decades.
At its inception, television in the country was basically used for information, entertainment and educational purposes. It’s different is in it’s ability to combine sound and picture. As a result of those qualities, it is possible for it to attract a large number of viewing audiences. To number of television receivers are over 30 million people throughout Nigeria and this is a proof of the immeasurable impact this inversion has had on the lives of millions on the spread of information.
The value of television, as a medium of mass communication in fast assuming highly important position throughout the world. According to Oluola (1976) ‘All over Nigeria today, there are over one million people watching television.
Television has added another feather to it’s wing, which is that of persuasion. This singular act by television to dazzle other media of communication. It now serve as an organ through which government and other advertisers sell their goods and services. It has brought the art of product awareness to millions of house hold in Enugu state.
It has the selling power for most types of goods and services. Examples – detergents, beer, and furniture etc.