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COMPARATIVE STUDY OF AUDIENCE PERCEPTION OF NTA AND BRTV AMONG STUDENTS

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the dynamic landscape of media, television remains a powerful force, shaping opinions, disseminating information, and influencing societal perspectives. As two prominent broadcasting entities, the Nigerian Television Authority (NTA) and the Broadcasting Corporation of Abia State (BRTV) play pivotal roles in delivering news, entertainment, and cultural content to the Nigerian audience. This study embarks on a journey to delve into the intricate fabric of audience perceptions, focusing specifically on students, who constitute a significant demographic with diverse preferences and perspectives.

The media landscape has evolved significantly over the years, with technological advancements and societal changes influencing the way individuals consume information and entertainment. In the age of digital media and global connectivity, television continues to be a central source of news and entertainment for millions of people. Understanding how audiences perceive and engage with television content is crucial for media practitioners, policymakers, and scholars seeking to navigate the ever-evolving media landscape.

The choice of NTA and BRTV as subjects for this comparative study is rooted in their longstanding presence and influence in the Nigerian media landscape. NTA, being the largest television network in Nigeria, holds a central position in the dissemination of national news and cultural content. On the other hand, BRTV, as the state-owned broadcaster in Abia State, caters to a more localized audience, providing news and programming with a regional focus. By examining audience perceptions of these two distinct entities, this study aims to shed light on the factors that shape preferences and attitudes among students, offering insights into the intricate dynamics of media consumption.

The significance of understanding audience perceptions cannot be overstated, especially in an era where media platforms are vying for attention in an oversaturated market. For media organizations, comprehending the preferences, expectations, and criticisms of their target audience is essential for adapting content strategies and remaining relevant. Students, as a demographic group, represent the future of society and are often at the forefront of embracing new media trends. Exploring their perceptions of NTA and BRTV provides a unique lens through which to analyze the effectiveness and impact of these broadcasters on a segment of the population that is both discerning and influential.

Moreover, this study recognizes the socio-cultural diversity within Nigeria, acknowledging that audience perceptions are shaped by a myriad of factors such as regional identity, socio-economic background, and cultural affinity. By narrowing the focus to students, who often straddle the line between tradition and

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