EFFECTIVENESS OF PRIVATE TELEVISION STATIONS IN CULTURAL PROMOTION
1.1 Background of the Study
The best way to deal with a problem is to understand the issues involved. The topic assigned to this project is ?Effectiveness of Private Television stations in Cultural promotion (A study of AIT).? When we talk about effectiveness, we mean the degree to which something is successful in producing a desired result. So the topic simply states how successful private television stations in promoting culture are.
The relationship between television and culture is integral and dynamic. Television is a merely neutral, technical strumming but is shaped by culture and it also shapes culture. New television technology constantly arises and influence cultural life. Television domination of domestic life begins in the 1950?s, films creation star in the world war 1 era or television combination of technologies often stimulate transcendent vision of an utopian or dystrophies future which are seen after in retrospect as technical.
Before we can talk about Private television Stations, the need to know what television really means is important. Television is an audio-visual electronic device that is also used as a telecommunication medium which is used for transmitting and receiving moving images and sound. Television also informs, educate and entertain a heterogeneous audience.
Television is more than just another great resource, it is the greatest communication mechanize designed and operated by man if pumps into over brain and unending strain of information, opinion, moral values and aesthetic taste. It cannot be natural influence. Every minute of television programming teaches us something these days what people think on every issue be it politics, religion, government, fashion, culture. All these are exclusively influence by television.
Television is not just a transmission device because it brings its massive audience into direct relationship with a particular set of values and attitude. Television brings the world into the homes of all the people of the world.
Television was brought into Nigeria on October 31, 1959 by Chief Obefemi Awolowo while private television stations started in the 1900?s and the first private television station in Nigeria is Africa Independent Television which was pioneered by Chief Dr. Raymond Dokpesi.
1.2 Aim of the Study
The project purpose is to know the extent and how successful are Private Television Stations in promoting culture. Other purposes are:
i. observing the impart of Private Television Stations.
ii. Viewing the various ways culture has been promoted through television
iii. Finding out how successful private television stations are in promoting culture
1.3 Statement of Research Problem
Recently, technology capability realized that television has caused worry in the minds of some nations with satellite television programme sent from direct broadcast would remain inside national boundaries. When split over does occur, it can easily threaten a nation?s culture, integrity or even security thereby creating cultural integrity. Television communal of one consumer oriented societies too positively.
Development in satire technology has serious security problem for nations, mass media increasingly internationalized are expressing increasing concerns about a possible reduction of their cultural uniqueness and the mastication of all cultures resulting from Euro-America cultures imperils.
Most private television stations nowadays have no time for cultural promotion, they have neglected our culture for other thing.
1.4 Research Questions
The following are the questions to be asked:
i. How is culture being promoted on private television station?
ii. What effect does television has on our culture?
iii. What kind of cultural message predominate on Nigeria Private television stations?
iv. Are Private Television Stations more effective than government owned television stations?
1.5 Significance of the Study
The fact that television is a means of cultural promotion cannot be over-emphasized. Television is effective because it is meant to educate, entertain and inform a heterogeneous audience at a time. However, private Television stations are more successful in promoting the cultures because they deal majorly with social events that help individual and the various publics to have basic knowledge of both local and foreign cultures unlike the government owned television stations that deal majorly with politics.
The significance of this study is to enlighten the people of the world on promoting our different cultures and to make us apart of the cultural practice itself.
1.6 Scope of the Study
This project has been properly designed to observe and know the effectiveness of private television stations in promoting culture in both urban and indigenous communities using a popular private television station; Africa Independent Television (AIT).
Inspite that the study is limited in some areas, our findings can assumed to apply generally to the other Local Government in Lagos State apart from Ifako-ijaye Local Government because they are all exposed to one culture or the other.
However, this study limits itself to only one electronic media that is audio-visual (Television).
1.7 Limitation of the Study
There is no estimation of issues without its own problem. The research on this project is not an exception because it has been purportedly subjected to series of setback and inexcusable constrains.
In the first instance, the major mutation is the financial constrain. In this time, it is difficult to realize or get money to finance this project, i.e. for travelling, buying of necessary materials etc.
1.8 Operational Definition of Terms
i. TELEVISION: It is an audio-visual electronic device and also a telecommunication medium that is used for transmitting and receiving moving images and sound.
ii. CULTURE: This refers to the cumulative deposit of knowledge, experience, beliefs, values, attitudes, meanings, hierarchies, religion, nations of time, roles, spatial relations, concept of the universe, material objects and possessing acquired by a group of people in the course of generations through individual and group striving.
iii. EDUCATIONAL PROMOTION: This keeps an individual to have basic knowledge of both local and foreign cultures. The television as a medium has the ability to educate millions of people at a time. This has impact through knowledge of other people?s culture in moral behaviours in our society.
iv. SOCIETY: This is a group of people who share common heritage and culture.
1.9 Historical Background of the Study
December 6, 1996 heralded the coming of a star in global satellite broadcasting, Africa Independent Television Channel 21. AIT was the first private television network in Nigeria and was pioneered by High Chief Dr. Raymond Dokpesi. AIT is a subsidiary of Daar Communications plc, available throughout Africa and via dish network to north America.
AIT audience is global with general viewership, our appeal is to a broad cross- section of popular tastes, to those seeking authentic and authoritative information about the Africa, Caribbean and Afro-American experience, AIT provides the natural programming choice.
AIT has a unique mission that of sharing the African experience with the wider global community. With its fascinating cross-cultural theme and vibrant programme content, Africa Independent Television (AIT) aims to share everything that is exciting about the African experience with the nations of the world. The station logo and pay-off, AIT- sharing the African experience symbolizes its vision: to offer on a daily basis, a refreshing but revealing insight into the African Experience worldwide. This sentiment is proudly echoed in AIT?s corporate identity ? AIT sharing the African Experience.
With a thematic pay-off which emphasis?s the objective of sharing the unique African experience with the world, AIT?s mission is to enhance global understanding through an untainted appreciation of the world and its people.
Untainted, undiluted and absolutely original, AIT offers the world a new insight into the African experience.