EFFECTIVE MARKETING OF TELEVISION SERVICE IN ENUGU METROPOLIS (A CASE STUDY OF ENUGU TELEVISION (E.T.V). A RESEARCH PROJECT MATERIAL ON MARKETING
ABSTRACT
The research work titled “Effective Markeing of television services in Enugu metropolis was carried out to offer recommendation which if it is applied would enhance the performance of services organization.
During the course of study it was discovered that Enugu Television (ETV) which happened to be case study of the researcher used integrated marketing concept to achieve it set objectives, their advertiser, their viewer of company mutual benefits which they also have to put more effort on their services.
To solve the research problems of ETV based on the findings which is the inability to adequately adopt the marketing concept as regards to customers satisfaction in their operation.
The management of ETV have to utilize various techniques such as knowing their customers complaints by making use of public relations strategy and field survey as to achieve the best of television services.
The management should organize programmes such as workshop, seminars from time to time as to educate the staff on the method of improving efficient relationships with the customers.
Conclusively, if these recommendations are effectively applied, it will help in enhancing the efficiency and effectiveness of the services rendered or offered by Enugu Television (ETV) to its numerous customers.
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
The Enugu State Television Channel 50 can be traced back from the establishment of Eastern Nigeria Broadcasting Corporation (ENBC). On the 1st October, 1960 under the name of ENBC 2nd regional radio/televisions stations.
The stations became Eastern Central State Broadcasting Service (E.C.S) after the State creation by the Federal Republic of Nigeria into 12 states.
During the civil war between 1976 and 1970, it has Broadcasting Corporation of Biagra (B.C.B). In 1977 – 1982, it was Anambra Broadcasting Corporation (A.B.C), THIS WAS LATER RENAMED Anambra Broadcasting Services having the television and radio services under the umbrella of Anambra Broadcasting Services (A.B.C). Chief Jim Nwaobodo’s administration saw the inclusion need of the television station hence started her first media transmission tour on the 1st October 1981. It operated only for the views in Enugu, about 12 kilometers radius when the gigantic transmitting equipment were yet to be installed in the main studio at the independence layout Enugu. It was officially launched and opened for state wide transmission on the 27th of March 1982 by the then governor of Anambra State, Chief Jim Ifeanyichukwu Nwobodo.