Advertising a Survival Strategy for Mass Media Organisation

Advertising a Survival Strategy for Mass Media Organisation Case study of Nigeria Television Authority (NTA) Uyo

ABSTRACT: This study on Advertising a survival strategy for mass media organisation is an investigation carried out in order to find the impact of adoption of advertising as a survival strategy in mass media organization. This study was carried out in mass media organization and based on case study of Nigeria Television Authority (NTA) Uyo. The statement of the problem was to find the advertising strategy used and the specific advertising tools or styles employed in influencing viewer’s behaviour of television. The research method that was used is Survey Method. Questionnaires were administered to NTA staff men, women and youth. In order to achieve the objectives of the study, three hypotheses were formulated to guide the major activities of the study. The following are the findings of the study: (1) Customers bring advertising to NTA Uyo, (2) NTA Uyo advertisement influences the customers and the advertising agencies / customers. (3) NTA Uyo generates a lot of revenue from such advertisements for their survival. Based on the above findings, it was concluded that advertising is very vital in attracting viewers of television.

Based on the above conclusion, the authors recommended the following for improvement. (1) Advertising should be made more persuasive. (2) Advertising should also be made to be more product match. (3) Advertising should be made to be more creative and dynamic. (4) Efforts should concentrate on more research in advertising in terms of innovations that make advertising effective.

Advertising a Survival Strategy for Mass Media Organisation

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

The Nigerian Television Authority, Uyo was established in 1988 following the creation of Akwa Ibom State and in pursuance of the Federal Government Policy of locating one NTA station in every state capital in the country.

The station commenced test transmission in October 1992 with a skeletal staff of 19, deployed from NTA Calabar under the supervision of an Assistant Chief Engineer, Engr. EyoUmoh who was then assisted by Mr. Charles Udodom, an administrative officer then deployed from NTA headquarters, Lagos.

Full transmission commenced in 1993 with a 5kw Marconi transmitter on channel 12 under substantive General Manager, Mr. AhmaduAruwa who was later redeployed to NTA Jos in 1997.

In 1998, the station relocated to its permanent site along Aka Etinan road, Uyo from its temporary office at #7 Kevin Street, Uyo. Mr. Aruwa’s successor, Engr. Gregory Gbadamosi was later redeployed to NTA headquarters as Assistant Director Engineering in August 2000 while Mr. EsoEgbobamien took over as the manager in-charge from September to November 2000.

In November 2000, the manager of News/Current Affairs, Mrs. Christiana Obot, one-time commissioner for information in the state was appointed the General Manager to become the first indigene/woman to head the station. The station was blessed to be amongst the few NTA stations to benefit from the allocation of new digital transmitters, which was successfully installed in 2001. With the installation of the new 5kw Rhodes and Schwartz transmitter, the station was boosted significantly and can now be received throughout the state extending to Rivers state in the West, Abia in the North and Cross River in the East. The station has been transmitting 24 hours in the last year. The station’s present staff strength is 73 which are made up of managers, middle managers, and operators.

The secondary function of NTA is that it creates employment opportunities. Economic situation in Nigeria today and its attendant problems especially on the purchasing power of her citizens has greatly affected television usage.

In line with the above is the incessant arrests and sometimes close down of some media organizations in the country resulting from their beautifully designed progremmes targeted at attracting viewers but found provoking by the government.

The above mentioned problems in no small measure affected the smooth running of the mass media organization in Nigeria. Therefore, towards ensuring continuity in the business, it behooves the management of the mass media organization to evolve survival strategies via diversification of activities.

A remarkable survival strategy often adopted, especially in terms of returns on the business and the creation of awareness is advertising.

1. Trust worthiness of the mass media organization on one hand and that of the sponsor on the other side.
2. Prestige of the sponsor of the advertisement.
3. The quality of product being advertised etc.

The above mentioned variables or factors individually cannot influence advertising effectively but rather concerted interactions of efforts of these variables. Thus positive result can only be achieved by careful implementation of these variables systematically by the mass media.

Advertising a Survival Strategy for Mass Media Organisation

1.2     Statement of the Problem

1.3     Objectives of the Study

The purpose of this study is to create knowledge on advertising effectiveness in mass media organization. It would also examine problems that hinder advertisements. The specific objectives are:

1. How NTA Uyo use advertisements from their customers to generate revenue.
2. Whether the advertising strategies influence the viewers/ customers.
3. Whether there is enough revenue from it to sustain the organization.
4. To modify the strategies if not sustainable.

1.4     Significance of the Study

1. It is believed that the following people benefit from NTA Uyo.
2. Advertising agencies / other customers
3. Viewers of the station in had known both the old and the new products.
4. The mass media organisation in enhancing its positioning in television house.
5. Furthermore, the result will help the mass media organization in identifying those strategies that will help them in manipulating the television viewer’s behaviour.
6. To serve as a reference strategy to other broadcast media organization for purposes of research documentation.

1.5 Research Questions

1. Do customers bring advertisement for NTA Uyo?
2. Does NTA Uyo advertisement influence the customers?
3. Does NTA Uyo generate a lot of revenue from such advertisement for their survival?
4. Does NTA advertisement create awareness to the customers?

1.6 Research Hypotheses

In order to direct the major activities for this study in finding solutions to the statement of problems, the following hypotheses have been found relevant.

Hypothesis One

• Hi: Customers bring advertisements to NTA Uyo
• Ho: Customers do not bring advertisements to NTA Uyo

Hypothesis Two

• H2: NTA Uyo advertisements influence the customers and the advertising agencies / consumers
• Ho: NTA Uyo advertisements do not influence the customers and the advertising agencies / consumers.