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Impact Of Anambra Broadcasting Service Television (abs) Business Link Programme On The Commercial Activities Of Awka Residents
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With the creation of the new AnambraEnugu states in 1991, and the
subsequent disengagement of the staff on March 16, 1992, the Anambra
broadcasting service (RITV) Awka.
After the state creation, the
first movement was to Ontisha-4 park road- the location of our AM
station. From Onitsha, the headquarters moved to St. Paul‟s university
college Awka, in January, 1993. The movement continued to party house,
okpuno in January 1994. However, Anambra broadcasting service (ABS)
moved to its permanent site on the Enugu/Onitsha expressway in Awka in
January, 2002.
There are three other operational areas:
• The broadcasting house at 4 park road, Onitsha.
• The television station at Awada.
• The booster station at Enugwu-Ukwu.
Anambra broadcasting service transmits on the following frequencies; 14
Television- ABS TV channel 27 Onitsha, ABS TV channel 24 Awka.
With
two television and two radio stations, both at Onitsha and Awka, ABS
can boast of wide coverage reaching out to neighbouring states e.g.
Delta, Edo, Enugu, and Imo and beyond.
Even with Anambra
broadcasting service (ABS) it is not certain the kind of impact it has
on these commercial traders. For instance, Janis and Hovland (1959)
discussed various factors associated with „persuasive‟ and suggested
that „persuasive‟ effects might depend, amongst other things, on the
prestige of the source, or on the significance of the message for the
receiver, or on the attitude of the receiver to the source.
Also
Kelman (1961) comes closer to this in his analysis of social influence,
suggesting that three main processes might be involved in opinion
change. One of these „compliance‟ refers to the acceptance of influence
in the expectation of some reward or to avoid punishment
„identification‟, occurs when an individual wishes to be more like the
source and hence imitates or adopt behaviour accordingly. A third
„internalization‟, is intended to describe influence guided by the
receiver‟s own pre-existing needs and values.
The television could
affect these traders positively or negatively. Therefore, for positive
result, it is the job of the media houses to give well programmed and
packaged information to the audience (commercial consumers and he
consumer at large). These commercial activities of Awka residents are
their major means of survival. So the commercial developmental
programmes should be well broadcasted so that it will foster the spirit
of hard work and high productivity with the view of arising creativity
and inquisitiveness in the people. 15
Many researcher adopt
functional approach to the study of communication process from the
perception of the receiver rather than the sender (Wimmer and Dominick,
2003; 407). These researchers base their investigation on the „users and
gratification‟. Theory of media effect which posits that audience do
not take media messages for granted (Tsao and Sibley, 2004: 788-87) but
is at least.
As active as the sender (Fiske, 1990: 151). Fiske
Firther argues that the message is what the audience make of it and not
what the sender intends.
For a successful programme, „programming‟
is needed. Programming and determine where to broadcast such material.
Programming means determining the kind of programme to make, the belt or
slot in which to bring them out, the target audience, the ratio or mix
of other programme types in relations to the ones produced, the general
objectives of each programme type.
In packaging a potent programme,
the producer should endeavour to focus more on how the service of the
broadcast media are of benefit to the audience rather than concentrating
on the product features.
Media houses in Awka like Anambra
broadcasting service (ABS) has its functions steamed from the
understanding that it is the source from which the Awka residents choose
what commercial trades suit them best and method of doing the business.
Nevertheless, there is no denying the fact that the effect of the
television has on the Awka resident is powerful but sometime ineffective
because of the location of some of the commercial traders. A recent
study conducted show that some commercial traders especially in the
rural areas do not have television sets to watch „ABS business
television 16
link programme „while other prefer to get ideas for their trade themselves without the help of information from television.
The
adoption of the „modus operandi‟ (mode of operation) by the three
commercial traders can be seen in the method they use in approaching
their business. One great difficulty for researcher is how to measure
media effect. Television consumption may affect a person‟s thought,
emotions or behaviour in ways could be direct or indirect, immediate or
delayed, fleeting or lasting. It is impossible for scientist to control
for all the mediating factors from levels of television consumption to
demographics such as age, race, and socio-economic status, to harder to
measure variables like environment, upbringing, values and previous
experiences.
It is envisage that at the end of this study the
outcome in formulating and packaging of television programmes for
commercial traders, business men and women etc. it will give them the
knowledge on the effect of ABS television business link programme on
their commercial activities. All above, the study will increase existing
and good talk shows on how to develop the commercial activity of Awka
residents.
1.4 Statement of Research Problem
There has been a
concerted effort by the Anambra Broadcasting service (ABS) to create a
positive impact on the Awka residents concerning their commercial
activities for instance, the Awka television station, „Anambra
Broadcasting Service‟ has used so many method to increase the growth of
the commercial activities of Awka residents. These Awka residents
include the sellers and the consumers of the goods and services. This
medium communication (television) helps these people positively by
giving them the right feel about a business or commercial activity of
Awka. 17
CHAPTER ONE -- [Total Page(s) 4]
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ABSRACT - [ Total Page(s): 1 ]In the dawn of this millennium where communication technologies have taken new and intriguing dimensions, television programmes have taken communication even to a much fascinating plane. The television has made it possible to receive and send information to and from far flung places with the speed of lightening. This study which centres on the effects of ABS television business link programme on the commercial activities of Awka residents at Awka metropolis examined the negative and positive eff ... Continue reading---
