viewer preferences of tv stations - Africa Media Review Vol...

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Africa Media Review Vol. 2 No. 3 1988 © African Council on Communication Education Viewer Preference Jor TV Stations and Programmes: A Pilot Study Professors: J O Onah and A V Anyaruvu* ABSTRACT This articles examines viewer preference for two TV stations in Nigeria, ABS/TV and N.T.A., with the aim of determining the more preferred of the two stations, determining their programmes ratings, determining the viewers assessment of the TV stations on selected attributes and finding out the influence of their presenters on programmes preference. The study used the field survey and library review methods and tested four hypothesis. A sample of 500 viewers were studied; but the response rate was 63.6%. The study revealed that ABS-TV was the more preferred station. It was evaluated positively by the viewers on clarity * Professor J O Obah is a Professor of Marketing at the University of Nigeria, Enugu Campus, Enugu, Nigeria. Dr A V Anyanwu is a Lecturer at the Department of Marketing, Imo State University, Okirwe.
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and quality of presenters while NTA was positively evaluated only on the attribute of less breakdown. Entertainment programmes were rated first, followed by informative programmes. ABS-TV came first in the entertainment programmes, while NTA came first in informative programmes. A number of recommendations were made for the two TV stations based on the above findings. Some guidelines were also offered for advertisers and programme sponsors. Preference des telespectateurs pour les programmes et les stations de T.V: une etude pilote. RESUME Cet article porte sur les preferences des telespectateurs de deux stations de T V au Nigeria: ABS - TV et NTA en vue de determiner laquelle des 2 stations etait preferee, la cote d'ecoute de leurs programmes, 1'evaluation des telespectateurs des stations sur des sujets donnes et l'influence le presentateurs sur les preferences des programmes. L'etude a utilise l'enquete sur le terrain et les methodes d'etudes de bibliotheque et a teste 4 hypotheses. Un echantillon de 500 telespectateurs a ete utilise, avec un taux de reponse de 63,6%. L'etude a revele que les telespectateurs preferaient ABS/TV et lui ont donne une evaluation positive en ce qui concerne la clarte et la qualite des presentateurs; La NTA a obtenu une evaluation positive sur le seul fait qu'elle to mbait en panne moins souvent. Les programmes de divertissement ont eu la -plus forte cote d'ecoute suivis des programmes d'informations. ABS/TV a'vait les mcilleurs programmes de divertissement alors que NTA avait les meilleiirs programme, d'information. Sur la base de ses resultats, on a fait une certain nombre de recommandations aux deux stations. On a egalement donne des directives aux sponsors des programmes et aux agences de publicite.
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Introduction The objective of any advertiser is not only to communicate messages about his products/services to the target audience but also to receive favourable response. The realization of this objective will depend primarily on the
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