Effect of Commercialization on the Performance of Broadcasting Organizations in Nigeria (A Study of Delta Broadcast Service, Warri)
Chapter One
Objective of the study
The objectives of the study are;
- To examine the forms of news commercialization that is manifest among Journalists in Nigeria.
- To examine the extent to which news commercialization influences objectivity, fairness, balance and truth in reporting.
- To assess the credibility of broadcast news in Delta broadcast service, Warri
- To examine the relationship between news commercialization and media trust and credibility.
- To examine the causes of news commercialization by Delta broadcast service, Warri.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
NEWS COMMERCIALIZATION
In 1980, Sean McBride commission, set up by UNESCO in its final report clearly stated that news had become commercialized, that important news in the country are put aside as un-important while trivial news items concerning urban events and the activities of highly placed personalities are given prominence and regularity by the nations’ mass media..Many years ago, the UNESCO’s assertion stated above has become the cardinal practice of the Nigerian media scene as news items have to be paid for by those who want to be heard. Onoja (2009) defines news commercialization as a situation whereby stations begin to raise revenue by charging fees for news reports they should normally carry free. Nnorom (1994) cited in Ekwo (1996:63) defines news commercialization as “a phenomenon whereby the electronic media report as news or news analysis a commercial message by an unidentifiable sponsor, giving the audience the impression that news is fair, objective and socially responsible. Omenugha, et al (2008) notes that news commercialization operates at two levels in Nigeria; at the institutional level, where charges are officially placed for sponsored news programmes. For example, Omenugha et. al. (2008) states that the Delta Broadcasting Service, Warri, charges N20,000 for religious programme, N36,000 for corporate coverage and N 25,000 for social event, while Radio Nigeria Enugu charges for commercial news N47,000, news commentary and political news N52,000, special news commentary N60,000, (Ogbuoshi, 2005). This commercialization at the institutional level is thriving because editors, publishers and owners of the broadcast stations see the organizations and their investment as a profit making venture that should yield the required financial return. Increasingly, commercial oriented news stories are taking the place of hard news montetary demands to cover an event. Idowu (1996:198) citing Bamigbetan (1991) recounts a story that buttresses this fact. The Right Rev. Abiodun Aditoye former Anglican Bishop of Nigeria was sited at the Murtala International Airport,Lagos,Journalists who saw him crowded him asking for interview on issues of national important.The man of God spoke at length.His views were newsworthy but the journalists felt that they needed something more to write the news.They asked for transport money.The man of God declined,resulting in a blackout
THEORETICAL FRAMEWORK
The theory adopted for this study is the social responsibility theory. The principles of the theory are consistent with demands that the news media should strive to maintain certain journalistic standards. As summed up in McQuail (2000:150), among others, the media have an obligation to the wider society and media ownership is a public trust; news media should be truthful, accurate, fair, objective and relevant and the media should follow agreed codes of ethics and professional conduct. By this treatise, media ownership is a form of stewardship and never an unlimited private franchise. That is to say, the media are set up to serve the intent of the public rather than personal interest. Also, Ugwuanyi (2005) in Davis (1991:7) notes that “social responsibility for the journalist means the ability to write news without threatening the social fabrics of the society”. He added also that the media as a whole should be pluralistic and reflect the diversity of the society, giving access to various points of view and rights of reply.
CODES OF PROFESSIONAL ETHICS
Okunna (1993:27), states that the purpose of journalistic ethic is to stipulate rules, guidelines, norms and principles that would guide the journalist in making moral decisions. As a follow up to the deregulation of the broadcast industry in Nigeria, the Federal Government in 1992 set up through parliament, the National Broadcasting Commission. This commission is responsible for ensuring that, among other things national communication policies and principles are carried out. According to the NBC, 2006 code, section S.1.3, “news is sacred, therefore, sponsorship of news cast, commentaries, analysis, current affairs programmes and editorials detract from the integrity and predisposes a bias in favour of the sponsor. News programmes shall not be sponsored in any manner including the use of back drops”.
CHAPTER THREE
RESEARCH METHODOLOGY
RESEARCH DESIGN
The researcher used descriptive research survey design in building up this project work the choice of this research design was considered appropriate because of its advantages of identifying attributes of a large population from a group of individuals. The design was suitable for the study as the study sought to effect of commercialization on the performance of broadcasting organizations in Nigeria (A study of Delta broadcast service, Warri)
SOURCES OF DATA COLLECTION
Data were collected from two main sources namely:
Primary source and
Secondary source
Primary source: Personal interview was conducted with the staff of first bank of Nigeria plc.
Secondary source: The secondary formed the major theoretical part that was derived through critical review of library and also other related literature (material written by others researchers).
POPULATION OF THE STUDY
Population of a study is a group of persons or aggregate items, things the researcher is interested in getting information on effect of commercialization on the performance of broadcasting organizations in Nigeria. 200 staff of Delta broadcast service, Warri was selected randomly by the researcher as the population of the study.
CHAPTER FOUR
PRESENTATION ANALYSIS INTERPRETATION OF DATA
Introduction
Efforts will be made at this stage to present, analyze and interpret the data collected during the field survey. This presentation will be based on the responses from the completed questionnaires. The result of this exercise will be summarized in tabular forms for easy references and analysis. It will also show answers to questions relating to the research questions for this research study. The researcher employed simple percentage in the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain Effect of commercialization on the performance of broadcasting organizations in Nigeria (A study of Delta broadcast service, Warri)
In the preceding chapter, the relevant data collected for this study were presented, critically analyzed and appropriate interpretation given. In this chapter, certain recommendations made which in the opinion of the researcher will be of benefits in addressing the challenges of commercialization on the performance of broadcasting organizations in Nigeria
Summary
This study was on Effect of commercialization on the performance of broadcasting organizations in Nigeria (A study of Delta broadcast service, Warri). Five objectives were raised which included: To examine the forms of news commercialization that is manifest among Journalists in Nigeria, to examine the extent to which news commercialization influences objectivity, fairness, balance and truth in reporting, to assess the credibility of broadcast news in Delta broadcast service, Warri, to examine the relationship between news commercialization and media trust and credibility and to examine the causes of news commercialization by Delta broadcast service, Warri. In line with these objectives, two research hypotheses were formulated and two null hypotheses were posited. The total population for the study is 200 staff of Delta broadcast service, Warri. The researcher used questionnaires as the instrument for the data collection. Descriptive Survey research design was adopted for this study. A total of 133 respondents made manager, editor, broadcaster and junior staffs were used for the study. The data collected were presented in tables and analyzed using simple percentages and frequencies
Conclusion
News commercialization is a practice that has unfortunately come to stay with the Nigeria society as a result of economic and psychological considerations. Public Service Broadcasting (PSB) is supposed to serve the interest of the public. Serve as a purveyor of information through which both the rich and poor can express themselves freely. The media operators should know that by charging money, they are reducing their credibility in the eyes of the public. Instead of them to be controller of news, it is now the advert companies that determine the pace and flow of news, and what constitutes news at any point time
Recommendation
If the media houses should regain their glory and rightful place in the minds of the public, the practitioners should be adequately paid. It is only when they are well paid that they can disabuse their mind from sharp practices. Secondly, regular training and re-training should be organized for journalists to enable them continue to keep abreast and perform their basic roles to the society. Thirdly, media owners should not sacrifice public affairs and issue at alter of profit. They should realize that the electromagnetic waves they are using is a public property which they are holding in trust. Fourthly instead of selling news, the stations can think of other sources of revenue like investments if it is private stations and increased funding in the case of government stations. Finally, the relevant regulatory agencies should add more bite to their operations. They should go beyond publishing and re-publishing of codes by ensuring that the media houses are compelled to comply with the ethic of the profession in the interest, unity and development of the country
References
- Adada, T, (1998)’’ Commercialization in the Electronic Media’’.NBC News. Vol.2
- Bo Daniel and Nyitse, T. (2009) Investigation Reporting as a Crises Management tool; a Study of the Kwande Political Crises in Benue State in Wilson D.(Ed) The Nigerian journal of communication vol.7
- Davis h(1991) journalists and social responsibility in sonny chijioke et all (eds) The Role of Journalists in Modern Nigeria Enugu;NU]
- Ekwo, U (1996)’’ Commercialization of the New in Nigeria Media; an Impediment to Information Flow’’ in Ikechukwu Nwosu and Uchenna Ekwo (Ed) Mass Media and Marketing Communications. Enugu; Thought Communications Publishers
- Gana, J (2001) Sustaining Democracy Through The Media . Keynote Address at a Workshop for News Managers of Broadcast Station . 5th March 200, Dimension Press.
- Idowu Lanre (1996) Ethical Crisis in Nigeria: Press: ASocio-Economic Review’’ in Journalism in Nigeria: Issues and Perspectives. Lagos: UN]
- Lasswel, H (1965) Mass Media and Society’’ in Peterson. et al (Eds)The Mass and Modern Society.London: Hott, Rinehart and Winston, Inc MC Brides, Sean et al (1980) Many Voices One World ‘’ Communication and Society Today and Tomorrow’’ Paris: UNESCO
