ATTITUDE OF TELEVISION AUDIENCE TOWARDS COMMERCIAL INTERRUPTION OF TELEVISION PROGRAMMES.. A RESEARCH PROJECT MATERIAL ON MASS COMMUNICATION
ABSTRACT
The attitude of television audience toward commercial interruption in 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 houses towards the television commercial interruptions.
It goes a long way to carry out a research on this topic by drawing up questionnaire and interviewing the subjects in their environments. Also made use of library and oral interviews. And our finding shows that uninterrupted television programmes are preferred by the television audience and that the television audience will prefer their unfavourite programmes interrupted. We also found out that commercial that tends to satisfy their needs are recalled faster than commercial that does not satisfy their needs.
Conclusively, the main objective of this study is to asses the attidute of television audience in Enugu towards commercial interruption of television programmes.
This study being an attitude survey seeks to find out the relationship between media content (advertisements) and the society. Therefore, it focused on consumer behaviour, which gives insight into consumer attitude beliefs, perception and culture.
CHAPTER ONE
INTRODUCTION
Television industry in Nigeria is still in infant stage comparatively to its counterparts in other parts of the developed world. However, it has metamorphosed remarkably within this short period of its history. There have been some achievement and new dimension in its scope of operation for the past two decodes.
At its inception, television in the country was basically used for information, entertainment and educational purposes. It is different of its ability to combine sound and picture. As a result of these qualities. It is possible for it to attract a large number of viewing audience. The number of television receivers reaching a formidable over 30 million people throughout Nigeria, is proof of the immeasurable impact this invention has had on the lines of millions and on the spread of information.
The value of television, as a medium of mass communication is fast assuming highly important position throughout the world. According to Olusda (1976) “All over Nigeria, today there are over one million people watching television) (p 21)
Television has added another feather to its wing, which is that of persuasion. This singular act by television has made it possible for television to dazzle other media of communication. It now serves as an organ through which governments and advertisers sell their goods and services. It ahs brought the art of product awareness to millions of house holds. It has the selling power for most types of goods and services – detergents, cigarettes, fridge, beer and furniture. Their impact on the country is attributable to network television advertising.
Still talking about what television offers, one cannot but remember educational and entertainment programmes for the audience like cultural dances, drama and comedy programmes. Some of the programmes such as family circle, guilt, Jagwa, Mr. B and Tales by moonlight have been known to force people to go home from wherever they are, so as not to miss the next episode.
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