INFLUENCE OF ZEE WORLD CHANNELS ON VIEWERSHIP OF AFRICA

MAGIC: A STUDY OF BENUE AUDIENCE.

CHAPTER ONE

INTRODUCTION

1.1 Background to the Study

In contemporary society, the opportunities for cultural exchange are

constantly promoted because of globalization. The trade in television programs has

increasingly become an important part of international cultural trade.

Nowadays world is called global village, Nigeria is not out of this context.

Every country connected with each other’s and exchange their culture and other thing

by various Satellite Channels and IPTV channels. For this reason, one gets influence

by cultural elements from foreign countries. Consequently, this has reduced the local

audience patronage of local productions (Rao et al., 2015).

The foreign television productions are very popular in all cities in Nigeria.

Both old and Young, men and women are interested to watch these contents. These

people watch different program on this channels and follow the life style showed in

these programs. Telemodo, Hollywood, Zee World etc have received the ultimate

compliment from local audience at the expense of local productions. The channels

have been so well received in Nigeria that they have decided to showcase their love

for every production on Zee World channel (Abu, 2017).

The excitement with Zee World has been rocking Nigerian audiences and the

channel has influenced their day to day lives. The fascination and love with Zee

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 World and the Bollywood culture itself only serves to re-emphasize the exchange of

foreign culture and the local culture. The advent of these foreign television channels

have been a unifying force that certainly brings the world together,” (Mac Collins,

2017).

Television audiences are heterogeneous; their interests are of various sorts.

That is, people watch TV for different interests. Some may do it to satisfy their

needs for information about their personal identity, integration and social interaction,

entertainment or/and education. As a result, it would be hard to get a single solution

to these various needs. Nevertheless, the assumed interests of the majority would

lead the channels to follow a particular formula. However many alternative channels

may be available, if they could not meet particular physical and social needs of

viewers, it is unlikely that they would continue to operate or compete.

According to Zia (2007), satellite television viewership is no more restricted

to the upper-middle class only; with the availability of low-priced television and cable

connection, it has become a common household facility for the lower class as well.

Viewers have access to a variety of channels from local to foreign, which provide

them an opportunity to watch all types of programs. These media sources expose

viewers to new information about the outside world and other ways of life, which may

affect attitudes and behaviors (Gentzkow and Shapiro, 2004; Olken, 2006) as well the

overall culture (Zahid, 2007).  

Since its entrance into the Nigerian market in 1996, the biggest Indian

Entertainment company, Zee World has been able to entertain it’s viewers with the

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best of South-Asian entertainment. However, the company took a notch higher when

it redirected its mission to create unique Bollywood content for Nigeria and other

African countries.(thisdaylive.com,2018) The birth of Zee World available on only

DStv and GOtv, the world’s first Bollywood English dubbed channel in Africa,

triggered a new wave of fame for the entertainment company. With contemporary

movies and series, Zee World has grown to become a staple in most Nigerian homes.

Its growing fan base led to the birth of other channels such as Zee Bollymovies, a

first of its kind English Bollywood Movies channel; Zee Bollynova, a dedicated

Bollywood telenovela channel only available on Kwese TV; and Zee Cinema

International, a Bollywood movie channel in Hindi and English subtitles available

only on Startimes. Currently, Zee World offers 12 channels across Africa with a

reach spanning over 173 countries and access to more than 1.3 billion viewers

globally.

1.2 Statement of the Problem

The main feature of country satellite TV media is that it overflowed by the

foreign channel mostly by the Indian TV Channel (ZEE WORLD). This happens

severely from past few years. Domestic programs are being threatened by foreign

television programs. Should Nigerian cut off the amount of imported foreign

television programs?

1.3. Objectives of the Study

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 The main objective of study is to determine the influence of zee world channels
on viewership of Africa Magic: a study of Benue audience. Specifically, the Objective
of this study is:
i. To evaluate the extent at which viewers prefer Zee world Channel and Africa

magic

ii. To determine the Audience level of satisfaction/dissatisfaction with zee

world channels and Africa magic channels.

iii. To determine the various factors that influence Audience choice of zee world

and Africa magic channels.

1.4 Research Questions

i. To what extent do the viewers of Zee World channel and Africa Magic

Channel prefer one over another

ii. What level of satisfaction/dissatisfaction do the Audience derived from Africa

Magic and Zee World television programmes

iii. What are the determinant factors that affect Audience satisfaction with Zee

World and Africa Magic channel

1.5. Scope of the Study

The study focuses on the influence of Zee world channels on viewership of

Africa Magic: a study of Benue audience. The study was carried out in the three

senatorial district head quarters in Benue State for a period of 6 month.

1.6. Significance of the Study

Research on audience composition, habits and preferences has become an
essential tool for the management of broadcasting systems throughout the world. At

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either extreme of broadcasting policy- that of permissiveness, which attempts to give
the audience what it wants and the extreme of authoritarianism, which allows the
audience what it ought to get- managers have found research indispensable for
reaching their objectives (Assael,1998).

Knowing the position of audiences, i.e., what they need to watch and what
satisfies/dissatisfies them while they are watching contributes a great deal to media
stations. Understanding how the audience constructs meaning and makes sense of
texts, producers can change their contents; as a result, audiences will read/take
meanings they receive from the media. In this regard, it should be the viewer who
controls the output of the media. In support of this idea, Rokeach and Cantor (1986)
stated that audiences have the power to shape the texts of any famous medium.
Producers of the media texts always work with images of audiences and what they
want. This would be true if a medium like Africa magic and Zee world does survey
researches on its audiences and tries to know the needs and gratifications of
audiences.
The importance of this research to both parts- consumers and producers as well
as scholars in the field is indispensable. The researcher believes that audience
researches -before, while and after broadcasting- is necessary to improve programs
that are produced by media stations and to establish a wholesome relation between
viewers.
The researcher hopes that this research will have the following advantages:
 It will help Africa magic and Zee world to reinforce its strong programs
and to improve its weak ones.
 It will help Africa magic and Zee world to know the gap between the
message it transmits and the interests of its audiences.
 It will indicate directions to other interested groups to establish a
medium based on audiences’ needs and gratifications.

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  It can be used as an initial point to scholars who are interested in the
area

1.7. Definitions of Terms

An audience is a group of people who participate in a show or encounter a

work of art, literature (in which they are called "readers"), theatre, music (in which
they are called "listeners"), video games (in which they are called "players"), or
academics in any medium (Merriam-webster). In this context, it can also be defined as
the assembled spectators or listeners at a public event such as a play, film, on
television channels

Satisfaction is a mental or emotional state of contentment maybe drawn from

being at ease in one's situation, body and mind(Merriam-webster). in this contect it
can be said to be a state of having accepted particular television channel that give
more happiness over another

Foreign means originating from, characteristic of, belonging to, or being a

citizen of a country or place other than the one under discussion. of, relating to, or
derived from another country or nation; not native (Merriam-webster). it can be
defined here as anything or person who's originality is not in Africa

A television series A television series is a show of related productions

intended for broadcast on over-the-air, cable television or Internet television, other
than a commercial, trailer or any other segment of content not serving as attraction for
viewership (Merriam-webster). in this context it can be referred to as a show of
related productions intended for broadcast on television channel.
Viewership. The type or number of people who watch a particular television
programme or station (Merriam-webster). for purpose of this study it is referred to the
type or number of people who watch Zee World and Africa Magic

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 Influence. The capacity to have an effect on the character, development, or
behaviour of someone or something, or the effect itself (Merriam-webster). for this
study it is said to be the capacity to have an effect on the character, development, or
behaviour of audience of Africa magic and Zee World Channel
CHAPTER TWO
LITERATURE REVIEW

2.1. Conceptual Review

2.1.1 Television Broadcasting

Television broadcasting means sending information such as television shows
electronically to a large audience. The information is sent through the air in radio
waves, through a wire, or by a Communications satellite, and then the television
viewers pick up the signal using their television sets and receivers (modules).

a. The figure below shows how a digital television broadcasting signal is

transmitted to the viewer.

b. The figure below show how an analog television broadcasting signal is transmitted to
the viewer.

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Types of Television Broadcasting
There are different types of television broadcasting.
I. Free-to-Air TV
Free-to-Air (FTA) TV describes television (TV) services broadcast in clear
(unencrypted) form, allowing any person with the appropriate receiving equipment to
receive the signal and view or listen to the content without requiring a subscription,
other ongoing cost, or one-off fee (e.g. Pay-per-view). In the traditional sense, this is
carried on terrestrial radio signals and received with an antenna.
FTA also refers to channels and broadcasters providing content for which no
subscription is expected, even though they may be delivered to the viewer by another
carrier for which a subscription is required, e.g. cable, satellite or the Internet. These
carriers may be mandated (or opt) in some geographies to deliver FTA channels even
if a premium subscription is not present (providing the necessary equipment is still
available), especially where FTA channels are expected to be used for emergency
broadcasts, similar to the 112 emergency service provided by mobile phone operators
and manufacturers.
II. Cable TV
Cable television is a system of distributing television programs to subscribers via
radio frequency (RF) signals transmitted through coaxial cables or light pulses
through fiber-optic cables. This contrasts with traditional broadcast television
(terrestrial television) in which the television signal is transmitted over the air by radio
waves and received by a television antenna attached to the television. FM radio
programming, high-speed Internet, telephone service, and similar non-television
services may also be provided through these cables.

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 The abbreviation CATV is often used for cable television. It originally stood
for Community Access Television or Community Antenna Television, from cable
television's origins in 1948: in areas where over-the-air reception was limited by
distance from transmitters or mountainous terrain, large "community antennas" were
constructed, and cable was run from them to individual homes. The origins of cable
broadcasting are even older as radio programming was distributed by cable in some
European cities as far back as 1924.
III. Multi-channel Multi-point Distribution Services (MMDS)
Multichannel Multipoint Distribution Service (MMDS) is a broadcasting and
communication service that operates in the ultra-high-frequency (UHF) portion of the
radio spectrum. MMDS is also known as wireless cable. It was conceived as a
substitute for conventional cable television (TV). However, it also has applications in
telephone/fax and data communications.
In MMDS, a medium-power transmitter is located with an omnidirectional
broadcast antenna at or near the highest topographical point in the intended coverage
area. The workable radius can reach up to 70 miles in flat terrain (significantly less in
hilly or mountainous areas). Each subscriber is equipped with a small antenna, along
with a converter that can be placed next to, or on top of, a conventional TV set. There
is a monthly fee, similar to that for satellite TV service. The MMDS frequency band
has room for several dozen analog or digital video channels, along with narrowband
channels that can be used by subscribers to transmit signals to the network. Because
of recent deregulation that allows cable TV companies to provide telephone and
Internet services, along with the development of digital technologies that make
efficient use of available bandwidth, MMDS has considerable future potential. An
MMDS network can provide high-speed Internet access, telephone/fax, and TV
together, without the constraints of cable connections.
2.1.2. Television Audiences
Audiences are crucial in communication to all media in general and television
in particular. Media always produce programs to audiences. Media program producers

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bear also in mind the heterogeneity of their audiences and what they want. On the
other hand, the audiences have some preconceived idea; that is, they may expect their
communication needs would be satisfied by a particular medium or text. Here it is
essential to define what an audience is. An audience is a group of people (with
heterogeneous culture, ethnicity, demography and experience which affect media
consumption in one way or the other) who are receiving or have received a particular
mass communication that comes through the air supported by different devices
(McQuail, 1997). Television audiences are collections of individuals with different
personalities. They are unanticipated, impulsive, and constantly changing their
preferences. As a result, an attempt to describe audience as distinct taxonomy even if
some scholars suggest is in itself farcical (Fiske, 1987 and McQuail 1997). Regarding
heterogeneity, Fiske (1987) says:

the television audience is composed of a wide variety of groups and is

not a homogeneous mass these groups actively read television in order
to produce from it meanings that connect with their social experiences.
This idea challenges the past notion which believes that mass media audiences
are single and homogeneous who share common psychological and emotional
characteristics regardless of distance and culture. Similarly, Ang (1991) states, “the
world of actual audience is too polysemic and polymorphic to be completely
articulated in a closed discursive structure” This indicates that any definition of
television audience can be controversial. In relation to this Croteau and Honyes
(2003) say that “audience is an unfortunate term,” since media scholars stay long
without reaching a consensus on its distinctive definition. Similarly, in Ethiopia,
though it is difficult to state with full confidence in a situation where there is no
plausible research in the country on the area, as far as my reading is concerned, there
is no any distinct definition that shows/defines what ETV audiences are.
These mass audiences, nevertheless, are not haphazard viewers. They have
their own motives to watch. It is also true that any viewer can reject what s/he does

10
not want and has a power to absorb what s/he wants to absorb. It is to mean that
unlike what used to be believed in the past, audiences are not passive listeners waiting
for the media to shower them with any idea. In relation to this Abercrombie (1996)
adds, “Audiences are not blank sheets of paper on which media messages can be
written; members of an audience will have prior attitudes and beliefs which will
determine how effective media messages are.” In other ways, researches in the past
focused only on the message of the media not on audiences. At that time viewers were
seen as submissive absorbents. It was believed that the attitudes and behaviors of
audiences are the result of a powerful external force- media. In other words, to
understand the effects of media on people, what is needed to know is the content of
the message. That is scholars take more time to interpret media message without
looking why people watch television (Downing, Mohammadi and Sreberny-
Mohammadi, 1995).
Unlike this belief television audience members are aware of and can state their
own motives for using mass communication. They are unorganized, different in
socialization and in general with different make-ups, as they are different in
demography (Williams, 1998, Abercrombie, 1996 and McQuail, 1997).
Nevertheless, nowadays, though there are some disagreements, many media
scholars believe in viewers’ active participation in media. Viewers can differently
interpret media messages individually, collectively and socially. Meanings vary from
person to person according to the contextual make-ups audiences have (Croteau and
Honyes, 2003 and Klapper, 1960). But it is not to mean that all audiences are active
and critical on what they want to watch (Ang, 1991).
Audience research may be viewed more as an outlook of the study of effect, in
the sense that counting up the audience and examining its characteristics and its likes
and dislikes is a first step (Katz and Lazarsfeld, 1964).
As stated by McQuail (1997), audiences are potentially active in two ways
within themselves and with media performers. Though it is difficult to formulate an
agreed up on terminology regarding television audience, it is necessary to see

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television audience as active and purposive (most of the time) viewers and encoders
of television messages.

2.1.3 Television Viewership Pattern in Nigeria

Television is one of the most common electrical appliances in our

homes and as such almost all individuals are exposed to it at some time or
the other. With regards viewership pattern, studies have shown children and
women are among the heaviest users of television (Adam, 2014).

According to Van (1990) television viewing refers to the art of spending

time in front of a television screen while participate actively or passively in what is
being displayed. He added that television viewing pattern also refers to the amount of
time an individual spent viewing television programs, nature of such programs, the
age of the viewer and viewing hour (Jason and Johnson, 1995). To buttress this
view, Gortmaker (2001) views television pattern as the average viewing time of
individuals. He continued, television viewing pattern may impact positively or
negatively on individuals' cognitive development. Viewing television programs for 1-
2 hours daily on the average may enhance an individual‟s cognitive skill
development, while a habit of 3 hours or more of television viewing of general
audience programs may reduce the time individuals would spend engaging verbally
and socially with family members and significant others which are perquisite
for effective cognitive skill development.

The amount of television watching varies immensely individuals. Viewing

habits range from the individuals who watches no television at all to the those
who are in front of the television nearly all waking hours. The decision to watch
television is influenced by several factors, including the lack of any preferred
or required alternative activity; fondness for particular programs or characters; habit;

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and mood. The longer time an individual spent watching television at any one time,
the more difficult he or she is to distract.

As it is today, television has become a major influence educationally,

as well as social learning. With most families owning at least one television
set, children have become very television friendly from at least, the age of six. It is
found in many homes and it requires a minimal skill to operate, such that children
find it easy to manipulate its visual nature, their viewing appetite increases
from the age of eight into early adolescence with viewing averaging four hours a day.
Television has become the dominant medium to which the children are
exposed, obviously for children and of course everybody. Children are the most
captivated of television audience, since childhood is a period of seeking
information, gathering and learning.

According to Sanders, (1994); The “average child,” between the ages of six
and eighteen, will have spent 4,000 hours listening to radio and CDs, watched
16,000 hours of television, and watched several thousand more hours of movies. This
assertion is further supported in a survey by Certain & Kahn (2002) the percentage of
hours young children watch television is related to several variables, which
include early television viewing and maternal education.

Their longitudinal study indicates that greater television viewing in early

childhood is associated with greater viewing at school age, due to continuing
environment influence, child preferences or habit, or the interaction of both, and
less educated mothers tend to watch more television at all ages.

Lowery and DeFleur (1988) showed in their research that children tend to
watch more television than do adults, prefer to watch adult programs, and
usually watch as late into the night as do adults. Despite their emergence from
the more limited world of childhood and their increased reliance on peers,
adolescents continue to spend a great deal of their time watching television. .

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 Unnikrishnan and Bajpai (1996) found in their study that about 48% upper
class and 62% middle class Indians watch Television for more than two hours
per every day. Verma and Larson (2002) in their study found that adolescents
watch television for 12 hour per week on an average. The study further indicates that
Television viewing is seen as a major source of stress relieving activity. It was
concluded in the study that 29% of viewers watch television for purpose of
learning/education. Ahluwalia and Singh (2011) found in their study that on an
average, children watch two hours or less of TV daily and most of them
indulged in bedtime TV Vie wing. They watched TV primarily for entertainment
and for learning. Children most preferred program was children's shows/serials,
followed by cartoon/animated programs.

2.1.4 Audience Satisfaction and dissatisfaction of Zee World and Africa Magic
From the above discussion, one can understand that media audiences are active
and purposive. If they are purposely watching they will have needs to be fulfilled.
When they meet the expected needs, they will be happy and satisfied. However, how
would it be possible to know whether audiences are satisfied or not? Knowing
television audiences satisfaction is vital but difficult in mass communication as well
as in psychological and organizational communication (Assael, 1998).
Manufacturers, for instance, will easily identify which goods get attention from
consumers by counting the sold items. It is also possible to improve other items,
which do not have public interest by studying the feeble sides of their products. Or
one can understand whether invited guests are satisfied with the feasts they had by
simply looking their consumption at face. In broadcasting, however, unlike most other
goods and services, there is no hand in hand selling. Besides, since satisfaction is a
mental process, it is difficult to predict viewers’ satisfaction from the lists of
subscribers. Nevertheless, media messages can hold viewers’ viewing if they touch
the needs and interests of viewers. Nevertheless, media like measuring African magic

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and Zee world TV audiences’ satisfaction is an internal and subjective phenomenon; it
is even difficult to be sure after doing a house-to-house survey.
Many scholars have defined audience satisfaction/dissatisfaction in different
ways. It is an emotional reaction growing out of confirmation or disconfirmation of
media message expectations (Oliver, 1980). According to Jacobs (1995) and Assael
(1998) satisfaction can be achieved when program or service performance is greater
than expectations; on the contrary, when expectation exceeds performance,
dissatisfaction overtakes. On the other hand, Hecht (1978) looks at television
audiences’ satisfaction as fulfilling expectations through media interaction. Moreover,
Palmgreen and Rayburn (1985) define satisfaction as a general feeling of contentment
that results from repeated exposure to a particular content genre (e.g. drama). Hence,
level of satisfaction with television programs can be explained at least by
gratifications gained from media products.
In other words, audience satisfaction is the satisfaction an audience gains from
television programs. Audiences with high level of satisfaction are expected to have
their levels of viewing becoming more and more frequent accompanied by less and
less complaining behavior. On the contrary, viewers who do not get TV programs
attractive and satisfying are not supposed to watch since weak performance reduces
the level of satisfaction (McQuail, 1997). Satisfaction can be achieved if expected and
perceived values are congruent. That is, audiences need something from media, from
Africa magic and Zee world TV for example. Keeping these expectations in mind,
they watch TV. And when they obtain their expectations or when their expectations
match with their needs, they will be gratified (Abercrombie and Longhurst, 1998).
Nevertheless, different audiences regardless of similar programs cannot
achieve satisfaction equally. Even if all audiences show the sign of satisfaction the
degree differs from person to person. What is encouraging nowadays at least in
foreign media is that media agents take satisfaction studies as their important
management issues (Assael, 1998). That is bringing satisfaction among customers is
the crux of the matter to the economic sustainability of media products and services,

15
for satisfied audiences are likely to stay honest while the dissatisfied will divert to
other alternatives. Hence, attracting audiences is vital; however, making them loyal is
of paramount importance to certain media. In the context of this research; therefore,
satisfaction is a process whereby audiences attain /fulfill desired needs and wants
from Africa magic and Zee world TV viewing. And dissatisfaction is said to happen
when television (Africa magic and Zee world TV) audience unmeet the expected
needs and wants.

2.1.5 Africa Magic and it Programs

Africa Magic is a collection of Pay TV entertainment channels that focus on

African programming. Africa Magic, which started off as single channel of the same
name, is a brand owned by M-Net and now comprises eight channels. The first Africa
Magic channel was launched in July 2003 as a movie channel and over the next
decade, the brand expanded to include seven more channels comprising movies,
television shows and general entertainment. Africa Magic currently broadcasts in
more than 50 African countries. The channels include Africa Magic Family, Africa
Magic World, Africa Magic Showcase, Africa Magic Yoruba, Africa Magic Igbo,
Africa Magic Hausa. Africa Magic Epic and Africa Magic Urban. Africa Magic is
also responsible for the annual Africa Magic Viewers' Choice Awards (AMVCAs),
the biggest celebration of film and television talent in Africa.

2.1.6 Zee World and it Programs

Zee TV (Hindi: ज़ी टीवी) is an Indian cable and satellite television channel
owned and operated by Zee Entertainment Enterprises, a media and entertainment
company based in Mumbai, Maharashtra. It airs programming in Hindi. The channel
is also available in various nations of Southeast Asia, Europe, the Caribbean, the
Middle East, Africa, Austrialia and North America. A part of the Essel Group, it
started to broadcast on 2 October 1992 as the first Hindi-language cable channel in
India.

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 Zee TV HD was launched on 15 August 2011 along with Zee Cinema HD, Zee
Studio HD. It overhauled its logo on 15 October 2017, along with all other channels
of the Zee Entertainment Enterprises.
The channel mostly airs content intended for family and coming-of-age
generations ranging from comedy to drama. It also aired reality shows such as
Shabaash India, Sa Re Ga Ma Pa, Can Do That, India's Best Cinestars Ki Khoj, and
Dance India Dance.
2.2.0 Review of Related Literature

2.2.1 Audience Viewership of Entertainment Channels in Nigeria

No doubt, the entertainment needs of Nigerians has over the decades
revolusionalized as a result of rapid penetration into the country various movie
channels by the cable television services, thereby exposing Nigerians through
numerous media platforms as means of settling their entertainment quest. This
consciousness has however, ultimately driven the zeal the consumers deemed
necessary. Emerging companies as the Direct Satelite television (DSTV) GOTV,
startimes, CTL to mention but a few have embraced technological advancements and
incorporated them into their business models to create a revolution in the manner that
consumers consumes entertainment of their choice when necessary.
Nevertheless, these companies are able to offer to customers a large variety of
shows and movies that tend to satisfy both popular and niche demand . The
subscribers are usually connected through the purchase of high quality decoders and
they regularly subscribed depending on their choice of package. The package ranges
from monthly, bi-annual and annually respectively.
The majority of the consumers of these movie channels invariable are the
middle and upper class as a result of their ability (financially) to regularly subscribe
and part of what they watch and exhibit in the society tend to hamper their way of
living. Uwom, 2014 pointed out that one major driver of cultural imperialism is
technology and invariably globalization which shrunk,boarders and barriers making

17
open the way for so many materials from other clans especially the western world to
come in.
The implication of this, therefore, is that foreign norms as seen on these
channels are being imported into the country, activities imitated, learnt and practiced,
thereby putting much pressure on Nigerian culture for extinction.
Imitation, however, is the copying of patterns of activity and thought of other
groups or individuals. Imitation is not only that which individual learn from others but
rather copy each other movement, postures, facial expressions and this has variety of
positive social consequences Matthijs, et-al (2009; pg. 1295-1298) posits that;
attractive females are imitated more than unattractive females and that attractive
males are imitated more than the unattractive males. This imitation occurs without any
direct or anticipated contact with the target individual and without awareness of the
influence of attractiveness on imitation behaviour.
Some of the movies shown by the zee world television channel includes young
dreams, twist of faith, king of heart, sound of time, fear files etc. The readers, viewers
and listeners are easily swayed and influenced by the patterns of life seen on the
movies and they tend to adjust themselves in such trends, thereby, juxtaposing their
tradition.
2.2.2 Factor that Influence Audience Viewership of Television Channel.
Viewership of television channel is influenced by Some specific factors which
include: viewe's; needs, Program content and Program scheduling, language of the
programs, channel loyalty, viewer's personality and mood and groups' influence.
Gutman‟s (1978) mode of media exposure, presumes that persons select
specific types of programmes to meet different specific needs. Entertainment may be
associated with emotional and diversionary needs while public affairs programmes
may be identified with information and activism needs however most programs
overlap. A programme classified as information may at the same time be both
educational and entertaining. Researchers in the past had dichotomized TV
programmes into information and entertainment (Barwise, et al 1981). The

18
information provided by television is obtained first and foremost through news
programmes. All of the viewer categories in almost all of the Member States watch
the television news. Indeed for some individuals, who do not read the press and do not
listen to radio news, television is the only source of regular information on current
affairs. In another study by Barwise et al (1981), information programmes had smaller
audience but higher appreciation scores than entertainment programmes. They
interpreted this to mean that the more demanding a programme is the more interesting
and/or enjoyable it has to be before people will watch it.
Research into program choice falls into two schools of thought: program
choice is related to content, or program choice is related to program scheduling
(Webster and Wakshlag, 1983). ‘Models of choice‟ hold implicit assumption that
program choice is a function of individual preferences as TV is a free-good and is an
„active‟ decision by viewers. Other views suggest that, Channel choice is influenced
by audience duplication: if two programs are of the same general type, people who
like to watch a program genre are likely to watch both programs. Audience
duplication is the theory that people who watch Program A will watch Program B
regardless of channel or time (Webster, 1985). This presupposes that viewers who like
a programme of a particular type must like all other programmes of the same type.
This is not necessarily the case as shown by the studies of Webster (1985). The
studies established that programme choice is affected by programme scheduling
characteristics in terms of timing and duration.
Inheritance effects are important variables in programme scheduling. Also
known as lead-in effects or simply audience flow they describe the tendency of people
who watch one program on a given network to stay tuned to the next." If the lead-in
program has a big rating, it confers an advantage on the following program.
Conversely, if the first show has a small audience, it handicaps its successor (Eastman
& Ferguson, 2006; Webster 1985). Webster (1985) further argued that the general
phenomenon of adjacent program audience duplication was, in the first instance, the
result of audience availability. That is, programs scheduled back-to-back were likely

19
to enjoy high levels of duplication simply because the same people tended to be
available (i.e., watching TV) in adjacent time periods. Thus programming and
scheduling are important variables for predicting choice and behaviour.

Preference for programs is also based on the language of programming. Media

environments in non-English speaking societies mix both local and foreign
productions and channels. Foreign programs require local viewers to negotiate the
cultural differences between the texts produced abroad (predominantly in the U.S.)
and their own lives. Local programs are also more likely to cater to local taste and
touch on issues and themes more relevant to viewers' lives (Liebes and Katz 1990).
Thus, there is reason to believe that in a multicultural society like Kenya, language
may play a pivotal role in the choices of television programs. Mwanzia (2009), notes
that a lot of foreign content on Television (which is primarily English) is slowly
losing relevance with the audiences in East Africa. Mwanzia (2009) further notes that
local productions are having a positive impact on their audience level and stations that
air local programs (drama, comedies, and reality shows) before and after prime time
news have high viewership.
Channel loyalty is another factor that influences television station's choice.
Goodhardt et al., (1987) defines channel loyalty as the extent to which viewers tend to
view programs from one channel rather than distributing their viewing time equally
among different channels. Investigations of overall television viewing patterns have
found that viewers tend to be loyal to specific channels and programs (e.g., Webster
& Washklag, 1983; Zubayr, 1999), and have come up with mixed results on the
importance of content to viewers' choices. It has generally been assumed that viewers'
loyalty to any single channel decreases with the availability of more channels and the
availability of remote control devices (RCDs), which make channel switching easier.
However, despite the large number of channels, viewers tend to limit their choices to
a rather small number of channels ((Neuendorf, Jefferes, & Atkin, 1999). If channels
succeed in appealing to the tastes of specific groups, this implies that a viewer

20
watching a show on a given channel is more likely to view other programs on the
same channel.
Weaver (1991) notes that there is a considerable correspondence between
personality characteristics (extraversion, neuroticism, and psychoticism) and media
preferences (prime-time television programs, contemporary movies, and popular
music) in a study carried out on personality and individual differences. For example,
respondents scoring high on neuroticism expressed a strong preference for
information/news television programs and “downbeat” music while tending to avoid
more lighthearted comedy and action/adventure fare. Those scoring high on
psychoticism, on the other hand, evidenced significantly less interest in comedy
offerings but displayed a strong preference for graphically violent horror movies.
Cohen (2002) in his study established that the viewer's mood towards the programme
affects his attitude towards the commercials. He identified, happiness, presenter,
timing, educational and spiritual – in order of importance as reason for programme
preferences.
When making product choices, consumers are influenced by the preferences of
other consumers, such as family members, friends, neighbors, and colleagues. Assael
et al (2006) notes that wives‟ viewing behavior depends more strongly on their
husbands‟ viewing behavior than husbands‟ viewing behavior depends on their
wives‟ viewing behavior. There exist significant differences in parameter estimates of
dependence across categories of television programs. Differences in levels of spousal
interdependence across households are partially explained by the age and the
education level of the spouses.
People do watch TV but it is difficult to predict whether they are watching
intentionally in order to achieve some specific goals out of it or whether they are
viewing it because they are influenced by its unique qualities than other media. Most
African magic and Zee world TV viewers mainly those who are familiar with the
technology may watch African magic and Zee world TV actively to attain some
desired goals.

21
 Media scholars like George Gerbner considered TV audiences as passive
recipients. Others see them simply to be manipulated by media messages. According
to Gerbner in Assael, (1998), the beliefs of TV audiences about the existing world are
shape by heavy exposure to the most stable, repetitive and pervasive patterns that TV
presents, mainly in its entertainment programs. Different sectors also see audiences
differently. Private broadcasters take audience as consumers to be sold to advertisers,
while public broadcasters see audience as citizens to be educated and informed.
Nevertheless, both miss the need to assess the behavior of their viewers in depth. As
noted above, earlier researches focus on TV contents, not audiences. They did not
inquire in to the reasons why people watch TV. This is due to the higher power given
to the medium. Since recently; however, an emphasis is being given to what people do
with media. That is the belief that the audience is passive and is outdated, albeit not
completely vanished, and in turn, “active” audience studies have emerged in the
media research arena that is of research from magic bullet model (Klapper, 1960) to
uses and Gratification tenet (Katz, Gurevitch and Haas, 1973).
The Uses and Gratifications theory originally emerged in 1940s and got its
revival in the 1970s and 1980s (McQuail, 1997). Philosophers of the uses and
gratifications paradigm asserted that TV viewers meander to the media for different
reasons. These reasons are believed to be social, psychological and developmental
needs (Erikson; 1968). These social and psychological origins of needs induced to
inspirations that lead to expected rewards which cause TV viewers to choose
information sources that will give them satisfaction (Blumler and Katz, 1974).
Audiences bend their head to TV programs in order to maximize their needs and
expectations. They do not gaze at the screen unintentionally. They do it purposely and
deliberately. Substantiating this idea, Rubin (1994) states “people intentionally
participate and select media or messages according to their expectations. These
expectations emanate from personal traits, social contents, and interactions.” He adds
that the audiences have perspicacity for subjective choice and interpretations whose
outcomes affect their gratification.

22
 This uses and gratifications paradigm also based its ground on a functional
theory of social science (McQuail, 1997 and Fiske, 1990). According to
functionalists, mass media have many functions for viewers. As stated by Infante,
Rancer and Womack (1993), media give escapism, entertainment, informational and
cultural transmission functions.
The uses and gratifications tenet, moreover, emerged from the belief that media
audiences have a complex set of needs, which force them intrinsically to watch and to
drive out satisfaction. The complex nature of audiences differs from person to person
and from time to time (Abercrombie and Longhurst, 1998). Different individuals may
watch the same TV program for different purposes. Audiences, for instance, watch
quiz programs for different demands. Some, according to Fiske (1990), may watch it
to compare oneself, to create social interactions with other people or community, to be
educated and to participate in the contest. On the other hand, audiences who watch
crime movies use the media for excitement, escapism, and information and
reassurance satisfactions8 (McQuail, Blumler and Brown, 1972) Fiske (1990),
quoting Blumler and Katz (1974), states some points of social origins of why people
watch TV-when they are in tension and conflicts in order to acquire easement, when
they feel they lag behind the rest of the world in innovations and problems in order to
get information. Sometimes viewers use television viewing as a means to avoid
family discussions, especially, when there are disagreements in the family as well as
at the work places. While they watch, viewers may not be actively involved in and
interpret meanings critically. They may not even know after a while if somebody asks
them what they saw.
On the contrary, there are people who watch TV to fulfill their needs and
motives to communicate with friends, family members and society. It helps them to
create an agenda and discuss and debate with nearby friends, and as a result, they can
meet their needs and satisfactions (Downing, Mohammadi and Sreberny-Mohammadi,
1995).

23
 Different scholars try to point out different advantages of viewing TV. For
instance, Morley (1986) sates: Television content is used in order to facilitate
conversation, further interaction to establish and maintain their interpersonal
relationship to stimulate conversations to provide the context in which reminiscences
can be exchanged or for validating each other’s sense of themselves as critical
viewers. Moreover, television viewing can help viewers by providing models that can
be exemplary of talking, dressing excellence. And it can also help viewers to break
prolonged eye contact between people (Livingstone, 1997).
Audiences, according to the uses and gratification model, have different uses of
media and make choices over what they want to watch. Whenever audiences
encounter a media text, they expect to get something, which is beyond mere
entertainment. However, it is a bare fact that social and personal situations and mental
arrangements affect the tastes the audiences have over media. McQuail (1987)
confirmed that personal, social circumstances and psychological dispositions together
influence both general habits of media use and also beliefs and expectations about the
benefits offered by the media, which shape specific acts of media choice and
assumption, followed by assessments of the value of experience and, Possibly
applications of benefits acquired in other areas of experience and social activity.
The degree of involvement, moreover, in media communication affects media
audiences’ behavior. More strongly motivated TV viewers, according to Lin (1996),
fascinate more in activities while viewing, and achieve a higher level of satisfaction. It
is also true that the ability to perceive meanings and get satisfaction can be affected by
the attention audiences give to the show. This idea supports the main notion that says
audiences are active and selective. They use the media to fulfill their objectives.
Hence, it is possible to say that viewers are not willing to take everything from the
media as it is (Katz, Blumler and Gurevitch, 1974).
Currently, it seems that there is no study on Makurdi viewers that found out
what purposes people watch TV for, but a study held in 1970 in Illinois, USA, shows
that people watch TV for learning, to pass time /out of habit, for companionship, to

24
forget/escape, for arousal, and for relaxation (Rubin, 1979, Fiske, 1990 and Infante,
Rancer and Womack, 1993).
Most importantly, the uses and gratification tenet has its initial assumptions
and objectives. Infante, Rancer and Womack (1993) and Fiske, (1990) forwarded five
assumptions and three objectives. The first assumes is that audience actively seek out
TV media to gratify individual needs and likes, for passing time, arousal and
relaxation. Secondly, audiences utilize TV to comply with expectations. Thirdly,
viewers vigorously select channels and contents that resemble their needs. Here, there
are two types of viewers; the first type is a group of time-consuming (habitual)
information seekers who watches TV for ritual use. They have a high regard for the
medium and use it as a diversion. In places where there is only a single TV channel,
viewing might be habitual, ritual and unselective. However in other countries with
alternatives, watching can be seen as an aesthetic experience that involves intrinsic
motivation. The second type of viewer watches for instrumental/non-habitual/
purposes. These viewers are attracted more to the programs that please them most. In
relation to this, Infante, Rancer and Womack (1993) say; this person is more selective
and goal oriented when watching TV and does not necessarily feel that TV is
important. Ritualized TV use represents a more important viewing experience for the
audience member, while instrumental TV use represents a more involving experience
for the audience members, while instrumental TV use represents a more involving
experience for the viewer. The fourth assumption deals with those viewers who are
aware of their motives for watching. For this purpose researchers use interviews, self
report measures and questionnaire in order to find out whether they achieve their
needs (Infante, Rancer and Womack, 1993 and Fiske, 1990). The final premise states
that motives and gratifications of media use must deeply be analyzed before
evaluations about cultural influences of media. That is, before attempting to look at
the consequences of media on society, it is wise to look at the uses people have from
the media and how media use gratifies individual needs (Infante, Rancer and
Womack, 1993 and Fiske, 1990).

25
 The content of the uses and gratifications theory include the following three
objectives. These are efforts to elucidate how viewers utilize media to satisfy their
needs, to identify why a viewer rushes to home to watch while the other gives priority
to reading, and to examine the merit and demerit repercussions of media use (Infante,
Rancer and Womack, 1993 and Fiske, 1990). These objectives show that in the uses
and gratification paradigm the relationship between viewers and media, media
messages, social systems, and consequences of media choices are examined deeply.
From the discussion so far, an attempt has been made to analyze the needs of
audiences from different perspectives. These needs are squeezed under different
typologies. For example, Katz, Gurevitch and Haas (1973) categorize the needs of
viewers into five. On the contrary, McQuail (1987) classifies the needs of TV
audiences in to four categories: informational, personal identity, integration and social
interaction and entertainment based on results achieved from different researches held
on television audiences. This grouping system has broad acceptance in several
literature reviews of uses and gratification theory. Accordingly the needs that are
expected from media production by audiences are discussed below.

Surveillance Needs
Audience may watch TV in order to get relevant and reliable information about
the day to-day activities of the world. Here the need is to satisfy one’s thirst of
knowing about every day activities of the globe: what the world has invented, what
sorts of models of cars are on sale, what disastrous things are happening (like flood,
famine, crashes). People take time to watch TV to satisfy needs of related
information, knowledge and understanding that strengthen the bond between
environment and society (Downing, Mohammadi and Sreberny-Mohammadi, 1995).

In general, according to McQuail(1987) the summarized purposes of the needs

under this category are:
 To find out information about relevant events and conditions in immediate
surroundings, society and the world.

26
  To seek advice on practical issues or ideas and judgment choices.
 To satisfy curiosity and general interest.
 To learn, self education and gain a sense of security through knowledge.
Surveillance need is a determination to seek information from media about the
complex world they live in (Fiske, 1990)

Escapist (Diversion) Needs

Sometimes people find themselves in tensions or in conflicts. Or they may be
tired due to long and hard work; or since they are living in this chaotic world, their
mind will be filled by sad and miserable information. When the soul faces
downhearted, it seeks other means that could take it out from such apprehension. It is
media especially television that can minimize the problem. According to Morley
(1986), television viewing may function as a way of avoiding conflicts or lessening
tensions instead of spatial privacy.
In addition, watching TV can help one to escape from tensions and problems of
the real world and to relax and to find out solutions out of it. Similarly, McQuail
(1987) states that TV gives an instantaneous reply to tensioned viewers. That is, as
viewers, switching on TV would result in an immediate reduction of anxiety. It is
possible to sum up the purposes of this typology depending on the views of different
scholars (Fiske, 1990 and McQuail, 1997). Accordingly, the purposes of viewing
television are escaping from constraints of routine, relaxing, getting intrinsic cultural
or aesthetic enjoyment, filling time, emotional release and sexual arousal as well as
being free from burdens of problems. Nevertheless, in Ethiopian context, these
purposes may or may not be functional as they are in western culture. However,
sometimes, disastrous effects will result instead due to unexpected awful programs.
The programs that are believed to be relaxing and entertaining will aggregate tensions
and problems. As a result, in spite of entertaining and pleasing audiences, the
programs will spray kerosene of anger and inflame internal problems. Especially, in
countries such as Ethiopia where there is only a single TV medium unlike its ethic

27
based politics and composition, gratifying its audiences might be difficult. Hence, the
long journey for satisfaction will be unsuccessful.

Personal Integrative Needs

People watch TV in order to improve and integrate themselves with the models
seen on TV. For instance, Haile Gebreselassie, a well-known Ethiopian long distance
runner, takes Miruts Yifter, a former famous long distance Ethiopian runner, as his
model. Haile said in an interview held by ETV in 2000 “when I saw him running on
TV, my soul ran with him. And then I have been motivated intrinsically to run to be
famous as him. Now I can say, if I hadn’t been able to watch him on TV, I would not
have got a model and I would not have been what I am now.’’ Similarly, there are
people who imitate singers’ style of singing, dressing and other characteristics. They
compare themselves with the lives of characters and situations on TV. They try to
investigate, reassert or interrogate their personal identities with characters on TV. This
justification needs for behaviors of personal values that people have (McQuail, 1987).
If their justification appears to be positive, viewers feel better about their own
circumstances and try to learn from mistakes of characters on TV.
Alike, Ferguson and Perse (2004) explained personal identity needs as search
for personal value motivation for exemplary archetype, for socially accepted norms
and for gaining a respect among friends by fulfilling social conducts. Moreover, Fiske
(1990) puts personal identity needs into three branches: “personal reference, reality
exploration and value reinforcement.” Personal reference is about comparing oneself
directly with the programs broadcasted. Reality exploration is an activity of viewing
TV in order to get messages from programs that can help viewers to understand their
own lives. And value reinforcement needs, as stated by Fiske, deal with finding
models from TV characters that can be used in life.
Therefore, in our context, audience satisfaction can be measured based on how
African magic and Zee world TV tries to deliver such programs that can touch
personal identities of individuals.

28
 Social Integrative Needs
These needs revolve around two main facets-companionship and social utilities
(Fiske, 1990). People may face loneliness due to different reasons. Some may
intentionally isolate themselves from the community while others may be alone
because of obligatory situations. When they confront such conditions, they may take
viewing television as a solution to create companionship with communities or friends
who are far away from.
In addition, viewers usually watch television for social consumption during
discussions and debates afterwards. If controversial issues are aired the previous night
on television and a viewer was unable to watch, he/she will feel as if he/she is
excluded from the group during the discussion that probably happens the next day. On
the other hand, if all the communities watch the programs, it will help them to reach
on a certain consensus on the issue discussed. Thus as stated by McQuail (1987), TV
viewing is used to fill the gap that will probably be created during chats with
communities.
TV can help family members to come together and watch programs out of
which they can develop a new form of communication. In a broader sense, Morley
(1986) states that “television is being used purposefully by family members to
construct the context within which they can interact.” An important aspect of
television is its ability to satisfy the social integrative needs of the individual. It gives
(if it is a well established media) attention to the needs of its viewers at large. People
feel as if they are communicating with neighbors who are far away from their
residence when the program touches their needs.
Ferguson and Perse (2004) summarize all needs that are sought by viewers as
follows. Accordingly, social integrative needs are journeys of gaining insight into
circumstances of others, social empathy; identifying with others and gaining a sense
of belongingness, finding a basis for conversation and social interactions, having a

29
substitute for real life companionship, helping to carry out social roles and enabling
one to connect with family, friends and society.

2.3.0. Empirical Review

Adeniyi (2015) investigate the "television viewing patterns and its
implications for students in selected secondary schools in Lagos State", using a
government-owned senior secondary school located at an Afromedia area of
Okokomaiko Lagos, and a privately-owned secondary school, located in Ijanikin area
both in Lagos as a case study. The study particularly examined students’ television
viewing, the pattern they employed in viewing television and how such affected
their general academic performance. A survey was carried out in which copies
of the questionnaire were administered to the respondents, while additional
information was collected using an interview schedule targeted at the Vice
Principals (Academics) of the two schools. The findings revealed that quite a
large number of students inadvertently followed in a specific pattern in viewing
television. The study debunked the general belief that television viewing wastes
students’ time and results in poor academic performance. The findings of the
study revealed that patterned television viewing can be rewarding and can enhance
chances of students’ performing excellently. The study also revealed that many
students spend more time on their study than on viewing television, despite the
preponderance of television stations and programmes; this no doubts would
enhance their academic performance. The study, therefore recommended that the
students be made aware of the need for specific patterns on their television viewing.
Also, government, school authorities, media stations and practitioners as well as
parents were encouraged to be involved in the efforts to evolve, monitor and
control the media content and its effects on the young adult in such a way that it
would enhance their academic performance.
Adamu (2005) investigate "audiences’ position on ETV evening Amharic
programs in terms of the level of satisfaction or dissatisfaction based on the services

30
they gained from the medium". The research was held basically using quantitative
research method. Questionnaires were distributed to Bahir-Dar, Gondar and Dessie
towns’ dwellers that have television set and paid annual service charge fees. The
analysis was done based on different factors that are related with audiences’ needs.
Most importantly, the respondents were asked to give their overall level of
satisfaction with ETV’s evening Amharic programs. Nevertheless, the overall
satisfaction evaluation is discouraging. In this regard, 76.7 percent of respondents,
with 1.85 mean score of satisfaction level, which is less than the satisfaction level
according to the assumption, are not satisfied with evening Amharic programs of
ETV. This is a very large number when compared with 8.7 percent of respondents
who show their satisfaction. This shows that ETV is traveling with only the minority
of its audiences. Audiences do not have satisfactory confidence on the credibility of
reports that are transmitted by the medium, ETV. For this, the mean score of
credibility is very low (1.91) and frightful. This shows, on the side of viewers, the
programs of ETV seems it has been overloaded by fabricated information; or the
programs are deviating from the reality, which is obvious to the general public. Also
the outcomes of this research show that ETV’s Evening Amharic program is
inefficient to teach its viewers; or it has pushed its educative programs aside and
occupied the airtime with non-educative programs. As a result, the educative quality
of ETV is found despondency. Almost three-fourth of the respondents (see table 7)
countersigned their dissatisfaction with ETV’s evening Amharic programs teaching
quality. ETV’s evening Amharic programs are found very weak to lighten up and
gratify its audiences. As findings show that, viewers with a total percentage of 70.8
witnessed that they are not achieving their relaxation needs from the programs. In
other words, ETV’s evening Amharic programs do not have a power to gratify its
customers. Nevertheless, among the programs that are transmitted by ETV, audiences
show relatively higher satisfaction with Q&A program. Besides, Sport and ‘50
Lemon’ are chosen as the second most satisfying programs. On the contrary, Local
News is registered the most unsatisfactory program followed by advertisement and

31
current affairs programs. Those who watch ETV’s Evening Amharic Program,
moreover, are watching because of lack of alternative channels. Viewers of this
program with 68.3 percent and mean score of 3.93 confirmed that they are opening
and trying to watch ETV since it is the only available channel with minimum cost.
In another study by An assessment Ogakason (2017) titled "the effects of
television viewing on the Habits of students In select Secondary school In Zaria,
Kaduna state". The study employed both quantitative and qualitative research
methods. The instruments used to elicit data for this research were
questionnaire, focus group discussion and key informant interview. The targeted
population is students of Demonstration and Government Secondary Schools in
Zar ia metropolis with a sample size of 375 respondents. Findings of this study
revealed that television viewing is prevalent among secondary school students
in Zaria and they watch television daily for relaxation, enlightenment and
entertainment purpose. It also discovered that the students prefer watching
foreign television channels, films/movies more frequently than local ones which
expose them to certain television contents that are alien to our norms and traditions
which can be detrimental to their minds and cognitive development. Furthermore,
the study established that exposure to viewing unsupervised and restricted
television programmes that portray contents that are unsuitable for young minds
have negative influence on the habits formation of secondary school
students .The study recommends that parents and guardians should endeavour to
control or minimize the access to television set and frequency of television
viewing by their children. They should be active in monitoring and scrutinizing
the type of channels and programmes viewed by children, especially foreign
television channels and programmes.

2.4.0. Theoretical Framework

32
 This study derives its guide from the use and gratification theory which is a
theory that explains why people use particular medium. This theory explains the
reason why audiences remain glued to some television.

2.4.1 Uses and Gratifications theory

The Uses and Gratifications theory originally emerged in 1940s and got its
revival in the 1970s and 1980s (McQuail, 1997). Philosophers of the uses and
gratifications paradigm asserted that TV viewers meander to the media for different
reasons. These reasons are believed to be social, psychological and developmental
needs (Erikson; 1968). These social and psychological origins of needs induced to
inspirations that lead to expected rewards which cause TV viewers to choose
information sources that will give them satisfaction (Blumler and Katz, 1974).
Audiences bend their head to TV programs in order to maximize their needs and
expectations. They do not gaze at the screen unintentionally. They do it purposely and
deliberately. Substantiating this idea, Rubin (1994) states “people intentionally
participate and select media or messages according to their expectations. These
expectations emanate from personal traits, social contents, and interactions.” He adds
that the audiences have perspicacity for subjective choice and interpretations whose
outcomes affect their gratification.
This uses and gratifications paradigm also based its ground on a functional
theory of social science (McQuail, 1997 and Fiske, 1990). According to
functionalists, mass media have many functions for viewers. As stated by Infante,
Rancer and Womack (1993), media give escapism, entertainment, informational and
cultural transmission functions.
The uses and gratifications tenet, moreover, emerged from the belief that media
audiences have a complex set of needs, which force them intrinsically to watch and to
drive out satisfaction. The complex nature of audiences differs from person to person
and from time to time (Abercrombie and Longhurst, 1998). Different individuals may
watch the same TV program for different purposes. Audiences, for instance, watch

33
quiz programs for different demands. Some, according to Fiske (1990), may watch it
to compare oneself, to create social interactions with other people or community, to be
educated and to participate in the contest. On the other hand, audiences who watch
crime movies use the media for excitement, escapism, and information and
reassurance satisfactions8 (McQuail, Blumler and Brown, 1972) Fiske (1990),
quoting Blumler and Katz (1974), states some points of social origins of why people
watch TV-when they are in tension and conflicts in order to acquire easement, when
they feel they lag behind the rest of the world in innovations and problems in order to
get information. Sometimes viewers use television viewing as a means to avoid
family discussions, especially, when there are disagreements in the family as well as
at the work places. While they watch, viewers may not be actively involved in and
interpret meanings critically. They may not even know after a while if somebody asks
them what they saw.
The uses and Gratifications theory examines why people use specific media
and what they gain from the use of these media (this is the gratification component).
Basically, Uses and Gratifications theory identifies and explains the appeal of certain
media, and why members of the audience choose one medium and disregard others.
For example, a study in Uses and Gratifications may hypothetically seek to compare
the patronage of sport television channels and social media patronage among youth in
Makurdi metropolis. This is indeed the intention which this study seeks to
accomplish. Similarly, Katz, Blumler and Gurevitch, (1974) note that, Scholars who
adhere to this concept (uses and gratifications) are concerned with:

(1) The social and psychological origins of (2) needs, which generate
(3) expectations of (4) the mass media or other sources, which lead to
(5) differential patterns of media exposure (or engagement in other
activities, resulting in (6) need gratifications and (7) other
consequences, perhaps mostly unintended ones.

34
 The uses and gratifications theory is based on the idea that the mass audience
plays an active role in making choices about what media to use. This mass audience is
goal directed in their media use behavior- in the way they use media. In other words,
they use media according to the desires which they have. The experience one gets
from media depends upon their individual use of specific media and the satisfaction
they derive from using such media- this is also referred to as gratification, hence the
uses and gratification theory. The uses and gratifications theory is based on the
following assumptions stated by Blumler and Katz (1974): that the audience is active
in its mass media use; each audience member discerns which medium will serve their
needs; media outlets compete with other sources of gratification since media cannot
satisfy all human needs; empirical assessments can determine the intention of media
users when they express motives and; inferences about the cultural relevance of media
should be kept and not extended to popular culture.
`These assumptions (tenets) are similar to the conceptual framework of the
uses and gratifications theory developed by Lundberg and Hulten (1968) when they
studied the theory. According to Katz. Blumler and Gurevitch (1974) the framework
for the uses and gratifications theory is as follows:
(1) The audience is conceived of as active, i.e., an important part of
mass media use is assumed to be goal directed.
(2) In the mass communication process much initiative in linking need
gratification and media choice lies with the audience member. This
places a strong limitation on theorizing about any form of straight-line
effect of media content on attitudes and behavior.
(3) The media compete with other sources of need satisfaction.
(4) Many of the mass media use can be derived from data supplied by
individual audience members themselves
The uses and gratifications theory originated from research about media
effects. In the early days it was a redefined approach. Instead of thinking about what
media does to people, the reverse was conceived- what do people do with the media

35
and in what ways. Katz (1959) aptly puts it when he writes thus; it is the program that
asks the question, not 'What do the media do to people? but' What do people do with
the media? Toward this end early media effects research sought to identify the
motives for media use, especially the selection patterns which people use for various
media.

Katz, Blumler and Gurevitch (1974) blazed the trail of research into the uses
and gratifications approach and found that people may use media for various reasons
especially to, match one’s wits against others, to get information and advice for daily
living, to provide a framework for one’s day, to prepare oneself culturally for the
demands of upward mobility, or to be reassured about the dignity and usefulness of
one’s role.
Furthermore, according to Katz, Blumler and Gurevitch (1974), the purpose of
the uses and gratifications theory is to: explain how people use media in order to serve
their needs; to understand the reasons for particular media behavior among people
and; an identification of the outcomes derived from the needs, motives and behavior
which people have.
The uses and gratifications theory is said to be parsimonious in nature. This
means that media use is followed by an effect (i.e. gratification). If this effect is not
derived then there will not be media use in the first place.
Ruggiero (2000) finds that although the uses and gratifications theory is
straight forward, there are complications at various stages. Wimmer and Dominick
(1994) write that there are complications in:
a) Media selection initiated by the individual;
b) Expectations for media use that are produced from individual
predispositions, social interaction, and environmental factors; and
c) Active audiences with goal-directed media behavior.
Secondly, Elliot (1974) writes that the uses and gratifications theory is too
individualistic, because it focuses on audience consumption. Since the theory is

36
individualistic, it makes limits the studies to the sample population. In other words, it
becomes difficult to predict beyond the people studied.
The relevance of the uses and gratifications theory to this study is encapsulated
in the findings of Ruggiero (2000) when he notes that, if a chief tenet of Uses and
Gratification theory of audience behavior is that media use is selective and motivated
by rational self-awareness of the individual’s own needs and an expectation that those
needs will be satisfied by particular types of media and content.
It follows that as new forms of media are developed, new ways of usage and
gratification will continue to evolve. TV channels are indeed the new form of media.
It may be information dissemination but the very fact that it is television “blasted” and
internet across continents via communication satellite gives ita“newness.”
Furthermore, it has certain potentials which other forms of media do not have. This
makes it unique and puts forth the notion that it might serve particular needs among
the audience.
In most parts of Nigeria (especially urban slums and rural areas), TV channels
are very popular. People have access to satellite programmes for a fee by subscribing
on their decoder to explore the TV channels.
Thus the uses and gratifications theory is relevant to this study because it
attempts to identify the uses which these TV channels are put to and the satisfaction
that is derived by people who patronized these media.

37
 CHAPTER THREE
RESEARCH METHODOLOGY

3.1. Research Design

The research method used in this study is survey. According to Osuala (1982)
surveys are of great advantage because they do more than just uncover data. Surveys
also interpret, synthesize and inter-relate findings. In other words, surveys are usually
thorough in approach. Surveys often use questionnaire or interview to collect data.
Ada et al (1997) write that the questionnaire used in survey contains a set of questions
that is asked to a large number of people in order to find out about their opinion.
Survey is used to investigate problems which occur in real life settings. In surveys,
large amounts of data are collected from a variety of respondents.

3.2 Population of the Study

For any researcher to collect information for a given research work, the
researcher must specify the entire group that should embrace the information
(Nworgu, 1991).Research population according to Osuala (2000) refers to the whole
object from which the sample is drawn. Silverthorne, Fisher and Fort (1980) defined
population as the totality of any group, person or project which is defined by some
unique attribute. Thus The population of this study comprised of Male and Female in
Makurdi Metropolis which is said to be 300377 ( National Population Census 2006).

3.3 Sample Size Determination

due to the large size of the population of the study and the impossibility of
studying them individually, the research opted for sample size of 400. the sample

38
size was determined using Taro-Yamane formula, the mathematical expression is
given as:

N
n= 2
1+ Ne

When

n = Sample size desired

N = Population size

e = maximum acceptable margin of error (0.05).

1 = Theoretical constant.

Applying this formula in determining the sample size for this study.

We substitute as follow.

N
n=
1+ Ne2

300377
n= 1+ 300377(0.05)2
300377
n= 1+ 300377 X 0.0025
300377
n= 751.9425

n=399.468 = 400
3.4 Sampling Techniques and Procedure
In order to ensure a systematic or scientific selection of the sample to be
studied, the issue of sampling cannot be over emphasized. Sampling is therefore, a
process or technique of selecting a suitable sample of the population for the study
(Tejumaiye, 2003). The researcher employed three sampling techniques: purposive,
simple random sampling and stratified sampling. The researcher purposively selected
39
medium and high income household in Makurdi Metropolis because of some reasons:
first, the respondent who come from affluent and financially buoyant family
backgrounds, can afford Pay TV which gives them limitless access to a variety of
entertainment television stations. Secondary, they have the necessary exposure and
expected capacity to be able to adequately respond to the questions raised in the
research instruments (questionnaire).

The medium and the high income household in Makurdi were located in 16
Quarters which include: Judges Quarters, Lobi Quarters, New GRA, Old GRA,
Federal Low-cost North bank, Federal Low-cost Naka Road, Ankpa Quarters, New
Assembly Quarters, Old Assembly Quarters, Welfare Quarters, Manor Quarters,
Commissioners' Quarter, Kwarafa Quarters, Federal House Estate North bank and
Owner Occupiers Estate: each of these quarters has more than one hundred (100)
housing unit. therefore, using simple random sampling whereby the house number of
all the housing unit in the quarters were put in a box, the researcher selected twenty
five (24) housing unite each from the sixteen quarters making a total of 40o housing
unit. one person was selected from each of the 340 housing unit to for part of the
respondent, which makes a sample size of 340. The researcher divided the sample size
by the 16 quarters (400÷16) to get about twenty (25) respondents per selected quarter.

Detail of the distribution has been shown below

S/N LOCATIONS SAMPLE SIZE

1 Judges Quarters 25
2 Lobi Quarters 25
3 New GRA 25
4 Federal Low-cost North bank 25
5 Federal Low-cost Naka Road 25
6 Ankpa Quarters 25
7 New Assembly Quarters 25
8 Old Assembly Quarters 25
9 Welfare Quarters 25
10 Manor Quarters 25
11 Commissioners' Quarter 25
12 Kwarafa Quarters 25
13 Federal House Estate North bank 25

40
15 Owner Occupiers Estate 25
16 Hugco quarters 25
TOTAL 16 400

3.5 Source of Data Collection

The source of data collection is from primary source, from which the
researcher made use of structured questionnaires to gather information, oral interview
(for people that can barely read or write) which was translated to the questionnaire
during the interview. The questionnaire distributed cut across the population in the
study area.

3.6 Research Instruments and Administration

The instrument which the researcher used for data collection was structured
questionnaire designed in line with the research questions and hypotheses raised for
the study. The questionnaire was divided into two sections. Section one sought to
elicit information from the respondents on demography data while section two dwelt
on the rest of three research questions.
Cluster A of section two was to evaluate the extent at which viewers prefer

Zee world Channel or African magic.

Cluster B tries to determine the Audience level of satisfaction/dissatisfaction

with zee world channels and African magic channels

Cluster C of section two was to determine the various factors that influence

Audience choice of zee world and African magic channels.

All the clusters in section two is made up of items ranging from 5-8.
Consequently, the researcher modified likert’s rating scale of four points will be
incorporated in the questionnaire to be administered with response options of Very
Great Extent (VGE), Great Extent (GE), Low Extent (LE), and No Extent (NE) for

41
clusters B while the response options for clusters A and C are Strongly Agree (SA),
Agree (A), Strongly Disagree (SD), and Disagree (D).
The researcher will employ the face-to-face and on- the- spot method of
questionnaire administration. All the copies of questionnaire were returned because
the researcher waited for the respondents to fill the copies of questionnaire and return
them. In other words, the respondents were not allowed to take the copies of
questionnaire away and submit at a later date. Obviously the latter arrangement would
have resulted in loss of copies of questionnaire. Thus, this study had three hundred
and forty (340) respondents.
3.7 Method of Date Analysis

Data generated from this study was analyzed using Mean and Standard
Deviation to answer the research questions. The mean benchmark for answering the
research question was arrived at finding the average of the 4 points scale thus:

4+ 3+2+1 10
= =2.5
4 4

Therefore, the criterion mean is 2.5. Thus, where the calculated mean is less
than the criterion mean, the responses will not be accepted but where the calculated
mean is equal or more than the criterion mean it will be accepted.

42
Sex Frequency Percentage
Female 287 71.75

Male 113 28.25

Toatal 400 100
Age bracket
8-17 48 12
18-27 199 49.75
28-37 92 23
38-47 41 10.25
48-57 12 3
58 above 8 2
Total 400 100
Marital status
Married 145 36.25
Widow / widower 15 3.75
Single 240 60
Total 400 100
Occupation
Student 126 31.5
Unemployed 201 50.25
Civil servant 44 11
Public servant 21 5.25
Business 6 1.5
Farmers 2 0.5
Total 400 100
Religion
Christianity 364 91
Muslim 32 8
Traditional 4 1
Total 400 100
CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND DISCUSSION OF FINDINGS
4.1 Data Presentation
This chapter present the data collected and analyzed for the study. The
analyzed data were used for answering the research questions drawn from
study.

Table 4.1 Demographic Data of Respondents

43
 The data in table 4.1 above show the frequency and percentage distribution of
the demographic characteristic of respondent. 71.75% of the respondents were female
this is because they spend most of their time at home a compare to their male sex
while using their leisure time in watching TV. 49.754% of the respondent were in the
age range between 18-27. The result also indicate that 60% of the respondents were
single,

44
 Sources: Field Survey 2019
Table 4.2 AWERENESS AND USE OF ZEE WORLD AND AFRICAN
The
MAGIC result in
FREQUENCIES PERCENTAGES
Have you ever watch zee world TV
YES 400 100
NO 0 0
Have you ever watch African Magic TV
YES 400 100
NO 0 0
Which among these is your Favorite T V channels
zee world 272 68
African magic 128 32
Total 400 100
study agreed that they have watched Zee world and African magic as their percentage
of response indicated 100%. This is because the sample was selected base on their
awareness and use of these two television channels. However majority of the
respondent, 68% chose zee world as their favourite television channel.

Fig 4.1Televission channel with favourite

programmes

32%, African
Msgic

68%,Zee
World

Sources: Field Survey 2019

Table 4.3 The Extent Viewers Prefers Zee World Channel Over Africa Magic Channel
Items SA A D SD TOTAL MEAN DECISION

45
 I so much like Zee World TV 12 189 59 31 400 3.00 Accepted
programme to the extent that i 1
can not watch africa Magic
I Preferred Watching Zee 13 199 37 26 400 3.1225 Accepted
World TV programme but 8
some Times I Watch Africa
Magic too
I like Watching Zee World 70 122 120 88 400 2.435 Rejected
TV programme and Africa
Magic equally
I do not develop special 10 84 186 120 400 1.96 Rejected
likeness for any of the these
television channel.
Sources: Field Survey 2019

The result in table 4.3 above shows the extent to which viewers prefer zee
world television channel over African magic. The researchers developed four items to
test the viewers preference. The respondent were to expressed their preference by
choosing either, Strongly Agree (SA), Agree(A), Disagree (D) Strongly Disagree(SD)
as a response to the items. The result were analyzed using the mean and the decision
were made based on the mean value. The criterion of accepting the mean was 2.5.
Thus the respondent accepted that they so much like Zee World TV programmes to the
extent that they cannot watch Africa Magic the value of the mean response was 3.00, also
the respondents accepted that they Preferred Watching Zee World TV programme but some
Times Watch Africa Magic too. The response mean value was calculated to be 3.1225.
however, The respondent rejected to assertion that they like Watching Zee World TV
programme and Africa Magic equally , the mean value was found to be 2.435, and again the
respondent fail to accept that they do not develop special likeness for any of the these
television channel the calculated mean value was 1.96. Hence it was obvious that the
respondents prefered Zee world TV programms over Africa Magic.

Fig 4.2. The Extent Viewers Prefers Zee World Channel Over Africa
Magic Channel

46
 199
200 189 186

180

160
138
140 131
121 124
120
120

100
84
77
80 72
59
60

37
40 31
26

20 10 that i can not watch africa Magic

I so much like Zee World TV programme to the extent
I Preferred Watching Zee World TV programme but some Times I Watch Africa Magic too
0 I like Watching Zee World TV programme and SAAfrica Magic Aequally D SD
I do not develop special likeness for any of the these television channel.

Sources: Field Survey 2019

Table 4 .4 VIEWERS SATISFACTION WITH ZEE WORLD TV

LEVEL OF SATISFACTION Total

ATTRIBUTES Very Satisfied Less Not

Satisfied Satisfied Satisfied
Frequency 112 213 50 25 400
Study Need
% within ITEMS 28.0% 53.3% 12.5% 6.3% 100.0%
Frequency 99 121 167 12 400
Diversity of Story
% within ITEMS 24.8% 30.3% 41.9% 3.0% 100.0%
Frequency 213 162 23 2 400
Social Motivation
% within ITEMS 53.3% 40.5% 5.8% 0.5% 100.0%
Frequency 209 151 33 7 400
Emotional Appeal
% within ITEMS 52.3% 37.8% 8.3% 1.8% 100.0%
Diversity of Characters Frequency 123 223 51 3 400
% within ITEMS 30.8% 55.8% 12.8% 0.8% 100.0%

47
 Frequency 239 131 24 6 400
Technical Completeness
% within ITEMS 59.8% 32.8% 6.0% 1.5% 100.0%
Acting Skills of Actors and Frequency 108 260 26 5 400
Actresses % within ITEMS 27.1% 65.2% 6.5% 1.3% 100.0%
Frequency 206 143 41 9 400
Rate of Story Development
% within ITEMS 51.6% 35.8% 10.3% 2.3% 100.0%
Reception of Internal Cultural Frequency 215 105 21 59 400
Content % within ITEMS 53.8% 26.3% 5.3% 14.8% 100.0%
Frequency 91 220 81 8 400
Attractive Title
% within ITEMS 22.8% 55.0% 20.3% 2.0% 100.0%
Frequency 1615 1729 517 136 4000
Total % within 40.4% 43.3% 12.9% 3.4% 100.0%
ITEMS
Sources: Field Survey 2019
Table 4.4 shows the perception of the respondents on their satisfaction with zee
world television programmes certain parameters were use in testing their satisfactions
as indicated in the table above. The total result indicate that 40.4% of the respondents
were very satisfied, 43.3% were satisfied, while 12.9% and 3.4% of the total
respondent were less satisfied and not satisfied respectively.

Fig. 4.3

48
Sources: Field Survey 2018

Table 4.5 VIEWERS SATISFACTION WITH AFRICAN MAGIC TV

49
 Level Of Satisfaction Total
ATTRIBUTES
Very Satisfied Less Not
Satisfied Satisfied Satisfied
Frequency 23 74 210 93 400
STUDY NEED
% within ITEMS 5.8% 18.5% 52.5% 23.3% 100.0%
Frequency 55 37 278 29 400
DIVERSITY OF STORY
% within ITEMS 13.8% 9.3% 69.7% 7.3% 100.0%
Frequency 111 42 228 19 400
SOCIAL MOTIVATION
% within ITEMS 27.8% 10.5% 57.0% 4.8% 100.0%
Frequency 80 68 224 28 400
EMOTIONAL APPEAL
% within ITEMS 20.0% 17.0% 56.0% 7.0% 100.0%
Frequency 51 78 210 61 400
DIVERSITY OF CHARACTERS
% within ITEMS 12.8% 19.5% 52.5% 15.3% 100.0%
Frequency 82 100 179 39 400
TECHNICAL COMPLETNESS
% within ITEMS 20.5% 25.0% 44.8% 9.8% 100.0%
ACTING SKILLS OF ACTORS Frequency 15 180 154 50 400
AND ACTRESSES % within ITEMS 3.8% 45.1% 38.6% 12.5% 100.0%
RATE OF STORY Frequency 101 38 224 36 400
DEVELOPMENT % within ITEMS 25.3% 9.5% 56.1% 9.0% 100.0%
RECEPTION OF INTERNAL Frequency 38 43 245 74 400
CULTURAL CONTENT % within ITEMS 9.5% 10.8% 61.3% 18.5% 100.0%
Frequency 34 72 245 49 400
ATTRACTIVE TITLE
% within ITEMS 8.5% 18.0% 61.3% 12.3% 100.0%
Frequency 590 732 2197 478 3997
Total
% within ITEMS 14.8% 18.3% 55.0% 12.0% 100.0%

Sources: Field Survey 2019

The result in table 4.5 above indicate that 55.0% of the respondent express less
satisfaction with that programmes on African Magic TV., 18% were satisfied while
14.8% and 12.0% express that they are very satisfied and not satisfied respectively.

Fig. 4.4

50
 Sources: Field Survey 2018

Table 4.6 Factors that affect Audience satisfaction with Zee

World and Africa Magic channel
Reasons Frequencies Percentages
Surveillance need 167 41.75
Escapist (diversion) need 113 28.25
Personal integrative need 51 47 11.75
Social integrative need 73 18.25
Total 400 100
 Sources: Field Survey 2018

The result in Table 4.6 above were the result of the respondents view on factors
that affect Audience satisfaction with Zee World and Africa Magic channel , the data
collected based on their response indicate that, 41.75% were satisfied because Its
satisfied their surveillance need, 28.25% watch to divert their attention from other
things (escapist), other 18.25% and 11.75% watch television for social integration and
personal integration respectively.

Fig . 4.4 Factors that affect Audience satisfaction

with Zee World and Africa Magic channel

18%,social
integrative
12%, personal 42%, surveil-
integrative lance

28%,escapist

Sources: Field Survey 2019

52
4.2 Answering Research Questions
4.2.1 Research question1 To what extent do the viewers of Zee world
channel and Africa Magic Channel prefer one over another?
The result in table 4.3 above shows the extent to which viewers prefer zee
world television channel over African magic. The researchers developed four
items to test the viewers preference. The respondent were to expressed their
preference by choosing either, Strongly Agree (SA), Agree(A), Disagree (D)
Strongly Disagree(SD) as a response to the items. The result were analyzed
using the mean and the decision were made based on the mean value. The
criterion of accepting the mean was 2.5. Thus the respondent accepted that
they so much like Zee World TV programmes to the extent that they cannot watch
Africa Magic the value of the mean response was 3.00, also the respondents accepted
that they Preferred Watching Zee World TV programme but some Times Watch
Africa Magic too. The response mean value was calculated to be 3.1225. however,
The respondent rejected to assertion that they like Watching Zee World TV
programme and Africa Magic equally , the mean value was found to be 2.435, and
again the respondent fail to accept that they do not develop special likeness for any of
the these television channel the calculated mean value was 1.96. Hence it was
obvious that the respondents prefered Zee world TV programms over Africa Magic
4.2.2 Research question2 What level of satisfaction/dissatisfaction the
audiences derived from Africa magic and zee world television channels?
The satisfactions /dissatisfaction the audience derived from Africa
Magic and Zee World television channels was tested using the following
attributes which include;
i. Diversity of Story
ii. Social Motivation
iii. Emotional Appeal
iv. Diversity of Characters
v. Technical Completeness

53
vi. Acting Skills of Actors/Actresses
vii. Rate of Story Development
viii. Reception of International Cultural content
ix. Attractive Title
x. Study Need.
The respondents were asked to express their satisfaction in a 4 Rikert
style which include very Satisfied, Satisfied, Less Satisfied, and not Satisfied.
The respondent satisfaction view on Zee World television programmes
were presented in table 4.5 above, the result indicate that 40.4% of the
respondents were very satisfied, 43.3% were satisfied, while 12.9% and 3.4%
of the total respondent were less satisfied and not satisfied respectively.

In the same vein the respondents were views were examine on their
satisfaction with Africa magic TV programmes and the following result were
arrived at as presented in table 4.6 above, 55.0% of the total respondent
express less satisfaction with that programmes on Africa Magic TV., 18% were
satisfied while 14.8% and 12.0% express that they are very satisfied and not
satisfied respectively. These two results indicate that viewers are more derived
more satisfaction in Zee world programmes as compare to Africa magic.

4.2.3 Research question 3. What are the determinant factors that affect

Audience satisfaction with Zee World and Africa Magic channel?

The result in table 4.6 above were the result of the respondents view on factors
that affect Audience satisfaction with Zee World and Africa Magic channel ,
the data collected based on their response indicate that, 41.75% were satisfied
because Its satisfied their surveillance need, 28.25% watch to divert their
attention from other things (escapist), other 18.25% and 11.75% watch
television for social integration and personal integration respectively. This

54
result has shown that majority of people who watch Africa magic and Zee do
this to satisfy their surveillance need.

4.3 Discussion of Findings

This study recorded certain findings that are quite worthwhile to note
about public opinion on The Influence Of Zee World Channel On Viewership
Of Africa Magic: A Study Of Benue Audience. Hence, the following findings
were made based on the result in the study.

1. The study reveal that Zee World Channel is preferred by audience in

Makurdi metropolis over the Africa Magic this result align with Akindele and
Lamidi (2001) who state that youth are heavy viewers of foreign television
programmes in Nigeria. This may be as a result of the proliferation of pay
satellite television channel that aid easy access to foreign television.
2. The audience are more satisfied with the Zee World Channel as
compare to the Africa Magic, this is because the Zee World Channel have a
great deal of Diversity of Stories, Social Motivation, Emotional Appeal,
Diversity of Characters ,Technical Completeness, Acting Skills of
Actors/Actresses, Rate of Story Development, Reception of International
Cultural content, Attractive Title and Study Need. However, Africa Magic were
found lacking most of these qualities.
3. Majority of the respondent identify surveillance need as their pre
determine factor in witching foreign TV series and local production in general.
According to McQuail(1987) surveillance needs of audience is:
 To find out information about relevant events and conditions in
immediate surroundings, society and the world.
 To seek advice on practical issues or ideas and judgment choices.
 To satisfy curiosity and general interest.
 To learn, self education and gain a sense of security through knowledge.

55
 CHAPTER FIVE
SUMMARY OF FINDINGS CONCLUSIONS AND
RECOMMENDATIONS
5.1 Summary of Findings
This study recorded certain findings that are quite worthwhile to note
about public opinion on The Influence Of Zee World Channel On Viewership
Of Africa Magic: A Study Of Benue Audience. Hence, the following findings
were made based on the result in the study.

1. The study revealed that Zee World Channel is preferred by audience in

Makurdi metropolis over the Africa Magic this result align with Akindele and
Lamidi (2001) who state that youth are heavy viewers of foreign television

56
programmes in Nigeria. This may be as a result of the proliferation of pay
satellite television channel that aid easy access to foreign television.

2. The audience are more satisfied with the Zee World Channel as
compare to the Africa Magic, this is because the Zee World Channel have a
great deal of Diversity of Stories, Social Motivation, Emotional Appeal,
Diversity of Characters ,Technical Completeness, Acting Skills of
Actors/Actresses, Rate of Story Development, Reception of International
Cultural content, Attractive Title and Study Need. However, Africa Magic
were found lacking most of these qualities.

3. Majority of the respondent identify surveillance need as their pre

determine factor in witching foreign TV series and local production in general.
According to McQuail (1987) surveillance needs of audience is:

 To find out information about relevant events and conditions in

immediate surroundings, society and the world.
 To seek advice on practical issues or ideas and judgment choices.
 To satisfy curiosity and general interest.
 To learn, self education and gain a sense of security through knowledge.

5.2 Conclusions
The proliferation of satellites pay television channel have brought a
better alternative to local production. Until the early 21 st century foreign films
or movies dominated the local scene. Suddenly, Nigerians‟ appetite for local
films became sour and many foreign producers cashed in on this. And majority
of the house hold patronize foreign Television Channel mostly the "Zee
World".

TV audiences are heterogeneous; their interests are of various sorts.

That is, people watch TV for different interests. Some may do it to satisfy their

57
needs for information about their personal identity, integration and social
interaction, entertainment or/and education. As a result, it would be hard to get
a single solution to these various needs. Nevertheless, the assumed interests of
the majority would lead the channels to follow a particular formula.
Based on the research findings it has been established that audiences in
Makurdi metropolis derived more satisfaction in Zee World TV programmes a
compare to the Africa Magic. Hence the local producer should consider the
satisfaction of their audience a paramount objective rather than raying more
emphasis on financial gain. On the other hand Zee World TV channel should
sustain on their gains in maintaining their position in television production.
5.3. Recommendations
From the findings of this paper, we recommend that

1. Africa Magic should consider the satisfaction of their audience a

paramount objective rather than raying more emphasis on financial gain.
2. Owners of Zee World TV channel should sustain on their gains in
maintaining their position in television production.

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Television: A Thief of Time”. (2006). Awake magazine. October issue

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 Department of Mass Communication
Benue Sate University
Makurdi
Benue State
17th May, 2019

Dear Respondent,

I am an Undergraduate student of the Department of Mass Communication, faculty of

social science, Benue State University, Makurdi. I am currently conducting a study on
The Influence of Zee World Channel on Viewership of African Magic: A Study of
Benue Audience.

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You have been selected as one of the respondents and I will be grateful if you could
kindly answer accurately to the best of your knowledge the questions contained in the
questionnaire. All responses will be treated with utmost confidentiality and will be
strictly used for academic purposes only.

Thank you

Yours faithfully

ITEM MARY UDENYI

Demographic Data of Respondents

1. What is your Sex: Male [ ], Female [ ].

2. What is your Age bracket: 8-17[ ] 18-27 [ ], 28-37[ ], 38-47[ ] 48-57 [ ],
58 above [ ]
3. What is your Marital Status: Married? [ ], Widow / Widower[ ], Single [ ]
4. What is your Occupation? student [ ], Unemployed[ ], civil servant [ ],
Public servant [ ] Business [ ], Farmers [ ],
5. What is your Religion? Christianity [ ], Muslim [ ], traditional

_____________________________________________________________________
___

Section B

Instruction: please thick (√) in the appropriate cell in the table below.

Key:

SA= Strongly Agree

A= Agree
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D= Disagree

SD= Strongly Disagree

Also

For how long have you been watching Zee World and Africa Magic TV
programme ............................................................

1 To what extent do the viewers prefers Zee world channel over SA A D SD

Africa Magic Channel ?
i. I so much like Zee World TV programme to the extent that i can not
watch africa Magic
ii I Preferred Watching Zee World TV programme but some Times I
Watch Africa Magic too
iii I like Watching Zee World TV programme and Africa Magic
equally
iv I do not develop special likeness for any of the these television
channel.
2. What level of satisfaction/dissatisfaction do the Audience derived
from Africa Magic and Zee World television programmes
i Watching Africa Magic and Zee World television programmes
satisfied your need for information about relevant events and
conditions in immediate surroundings, society and the world.
ii Watching Africa Magic and Zee World television programmes
satisfied your need for advice on practical issues or ideas and
judgment choices
ii Watching Africa Magic and Zee World television programmes
satisfy curiosity and general interest.
iv Watching Africa Magic and Zee World television programmes
satisfied my need for self education to gain a sense of security
through knowledge.
Watching Africa Magic and Zee World television programmes
satisfied my need to escape from tensions and problems of the real
world and to relax and to find out solutions out of it.
3. What are the determinant factors that affect Audience satisfaction
with Zee World and Africa Magic channel
i Program content is a factor that determine audience satisfaction
ii Program scheduling, is a factor that determine audience satisfaction
iii language of the programs, is a factor that determine audience
satisfaction
iv channel loyalty is a factor that determine audience satisfaction
v viewer's personality trait is a factor that determine audience
satisfaction
vi Mood and groups' influence, is a factor that determine audience
satisfaction

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vii Quality of production is the factor that determine audience
satisfaction
vi Actor/ actress(character) personality is the factor that determine
audience satisfaction

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