IMPACT OF PRIVATE BROADCASTING STATIONS IN THE DEVELOPMENT OF TARGET AREAS: A CASE STUDY OF AIT/RAYPOWER STATIONS PORT HARCOURT

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ABSTRACT
This study is an attempt at finding out the impact of private broadcasting stations in the development of target areas with the twin stations in the stable of Daar Communications Limited, the Africa Independent Television and Raypower 100.5 FM Port Harcourt providing the case study.
As a study in the aspect of media effect, the Survey Design was used to ascertain the peoples’ perception and rating of the various aspects of the stations’ programme as they concern their development needs.
The population of the study consisted of the residents of the two Local Government Areas that make up Port Harcourt (Port Harcourt City and Obio/Akpor) which from a sort of cluster. Out of these, a sample size of 300 was randomly selected and the instrument for data collection was administered on them.
From the data collected and analyzed various findings were made. These findings can be summarized by saying that although the stations are doing well s far as the development needs of their target areas are concerned, there is a great need for adequate partnership between these stations and their target areas on the one side as well as these two and both the Government and corporate concerns on the other. This will go a long way in fostering genuine and sustainable development.

It is only when this is done that the media can be said to be actually and adequately fulfilling their responsibilities of educating, informing and entertaining their audience in these areas.


TABLE OF CONTENT

Title Page
Abstract
Table of Contents

CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
1.2 Statement of Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Limitations of the Study
1.7 Theoretical Framework
1.8 Conceptual Framework
References

CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 Introduction
2.2 Broadcasting in Nigeria: a historical perspective
2.3 The Concept of Development: definitions, aspects and components
2.4 Broadcasting in Development: an overview
2.5 DAAR COMMUNICATIONS LIMITED: an overview
2.6 Summary of Related Literature
References

CHAPTER THREE
3.1 Research Design
3.2 Description of Population
3.3 Sample Size
3.4 Sampling Technique
3.5 Instrument for Data Collection
3.6 Technique for Data Analysis and Presentation
References

CHAPTER FOUR: PRESENTATION AND ANALYSIS OF DATA
CHAPTER FIVE: DISCUSSION OF FINDINGS, SUMMARY, RECOMMENDATIONS, AND CONCLUSION
5.1 Discussion of Findings
5.2 Summary
5.3 Recommendations
5.4 Conclusion
References

Appendix


CHAPTER ONE
INTRODUCTION
1.1 Background of the Study.
The three fundamental roles of the mass media are educating, informing and entertaining the audience.
Many scholars have not only opined but have also reached a seeming conclusion that the mass media hold a prominent place in performing the afore-mentioned functions which go a long way to generating a self-conscious and self-sustaining populace.
Believing that an educated, informed and well entertained populace is the springboard for any authentic development, there is no gainsaying the fact that the broadcast media remain indispensable for any development effort to worth its while.
Giving credence to the above assertion, Carther and Kenny (2003.1) observe that broadcasting has an important role to play in development — as a widespread tool for information transfer, as an important economic sector in its own right, and as a potential access point to new information and communication technology.
Corroborating the above view, the information paper on an Economic Commission for Africa (ECA) (2003.1) observes that there is a clear consensus that broadcasting can play a key role in shaping development outcomes in Africa.
How can this be done and the desired dividends delivered? The paper posits that broadcast stations and indeed broadcasters have a primary role to play hence it challenges that the ball is now in the court of broadcasters in Africa together with their partners to place issues of poverty and development at the forefront of the broadcast agenda, to keep these issues in the spotlight and to demonstrate that broadcasting can tangibly influence development.
What this portends therefore is that by bringing the issues of poverty, illiteracy and other social handicaps to the front burner, broadcasting stations are paving the way and contributing immensely to the development efforts of the society.
Udeajah, (2004:13) states that the electronic media of mass communication have been regarded as very important for political, economical and educational advancement in every society.
Development is a function of the information available to the populace of any society; but information is useless until it gets to the audience that will put it into concrete use. The extent of use to which this available information is put depends on when and how the target audience gets it and to what extent they understand it. This is another way of agreeing with the Laswellian postulation that the most convenient and simplest way of understanding communication is to answer the questions:
Who?
Says What?
To whom?
In what Channel?
With What Effect?
Amoako (2003: 12) rightly observes that we now live in an information age, where the capacity to acquire and share knowledge is seen as key to economic growth and development.., related to this we believe that through sustained advocacy based on accurate and contextualized content, an active and proactive media can help bring about positive development outcomes in Africa.
Summarizing this position of the broadcast media in fostering development, Jaboru (2002:11) observes inter alia: ... information leads to knowledge and knowledge is a condition for development. An information-literate populace has a higher chance of increasing its standard of living than one that is not; hence the conclusion by a UNESCO publication on the Asia Media Summit, (2005:1) that broadcasting is crucial to development.
After many decades of government monopoly of the ownership of broadcast stations in Nigeria, the Babangida administration deregulated this all important sector in 1992. With this development Nigeria broadcast firmament experienced a burst of various bubbles in the form of private stations. This boom gave rise to a galaxy of privately owned stations that were licensed to add more beauty, colour and charm to the broadcast industry thereby satisfying the hunger and thirst of Nigerians for a more robust, competitive and better broadcast sector.
One of such privately owned companies that got the nod of the military government to go into private broadcasting is Daar Communications Limited. From the stables of this company sprouted two stations — the Africa Independent Television (AlT) which is the television arm and Raypower 100FM which is the radio arm.

These twin stations hit the Nigerian airwaves with quality and better broadcast in 1994 and 1996 respectively in Lagos. Following the successes trailing their performance in Lagos, coupled with the class of license granted them, they went ahead to build the second broadcast network in Nigeria after the Federal Government-owned Nigeria Television Authority (NTA) and the Federal Radio Corporation of Nigeria (FRCN). This saw the coming on stream of their stations in Abuja,, Kaduna and Kano....

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