Prospects and Problems of Private Media Management in Nigeria
Chapter One
Objective of the study
The objectives of the study are;
- To find out the problems confronting private broadcasting media in Nigeria
- To ascertain the influence of ownership that affect the management of African Independent Television (AIT)
- To find out the main sources of revenue for the private media
- To find ways private broadcast media be effectively managed
CHAPTER TWO
LITERATURE REVIEW
The Emergence of National Broadcasting Commission
In 1992, with the promulgation of Decree 38 by the military Administration of General Ibrahim Babaginda consequently opened windows of opportunity for many entrepreneurs to invest in the broadcast media industry. To further show the commitment attached to this decree, another Military Administration of General Abdulsalami Abubakar amended the Decree, as the National Broadcasting Commission (Amendment) Decree No. 55 of 1999. The Decree, therefore, did away with the state monopoly of broadcasting by providing for licensing of private individuals to establish, own or operate radio and television stations, which for more than 50 years had been the sole authority of various states and federal governments. Interestingly, the decree created an opportunity for foreign investors to participate in the establishment of stations, a situation which never happened in the past. The National Broadcasting Commission (NBC) from 1992 till date has been in the centre stage of increasing the number of broadcast stations and broadcast development in Nigeria. Thus, National Broadcasting Commission is the administrative agent of the Federal Government of Nigeria on general broadcast policies. Government relies on the Commission for expert judgment on regulatory problems and formulation of general broadcast policies (Nwanze, 2003, p.94)
Media Ownership Patterns in Nigeria
Ownership of media currently revolves around the forms or patterns of ownership. According to Okoro (2003, p.35), media ownership in Nigeria, has three categories which he explained this way: i. Government ownership ii. Private ownership iii. Mixed ownership To this end, Okoro established that the Government ownership is a situation where the medium is completely financed by the government. For example, Nigeria Television Authority (NTA); Federal Radio Corporation of Nigeria (FRCN) as well as broadcast outfits owned by State Government. To him, Private ownership refer to the situation where individuals (one person or group of persons) establish, finance and direct the administration of the media organization, for instance, MINAJ, AIT, SILVERBIRD. In this regard, the individual or individuals see to the success of the station in all ramifications. There is also what Okoro (2003) referred to as Mixed ownership, which is explained as, a situation where the government and private individuals participate in financing the medium. One or two examples may help here. For example, in 2008, the Rivers State Government during the regime of Rt. Hon. Rotimi Amaechi partnered with the Silverbird Group, operators of Silverbird Television, Silverbird Cinema and Rhythm 93.7fm to establish a cinema and media centre for the interest of citizenry by providing a parcel of land, while the group embarked on the building and commencement of the cinema house. This was achieved through the instrumentality of Private Public Partnership (PPP) arrangement.
Private Media and their Operations
Broadcasting got a major boost through the liberation of the sector via deregulation. It is this deregulation that became the foundation on which the private media houses grew. Private broadcasting as the name implies, means the establishment of either television or radio station or both by an individual or group of individuals. It means that this individual and his partners bear the responsibility of running the day-to-day activities of the station. It is important to note that private television stations are required by the enabling deregulatory decree to broadcast programmes in accordance with the stipulated ratio of 60:40 percent for locally produced and imported programmes.
CHAPTER THREE
RESEARCH METHODOLOGY
INTRODUCTION
In this chapter, we described the research procedure for this study. A research methodology is a research process adopted or employed to systematically and scientifically present the results of a study to the research audience viz. a vis, the study beneficiaries.
RESEARCH DESIGN
Research designs are perceived to be an overall strategy adopted by the researcher whereby different components of the study are integrated in a logical manner to effectively address a research problem. In this study, the researcher employed the survey research design. This is due to the nature of the study whereby the opinion and views of people are sampled. According to Singleton & Straits, (2009), Survey research can use quantitative research strategies (e.g., using questionnaires with numerically rated items), qualitative research strategies (e.g., using open-ended questions), or both strategies (i.e., mixed methods). As it is often used to describe and explore human behaviour, surveys are therefore frequently used in social and psychological research.
POPULATION OF THE STUDY
According to Udoyen (2019), a study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitutes of individuals or elements that are homogeneous in description.
This study was carried to examine prospects and problems of private media management in Nigeria. African Independent Television (AIT) forms the population of the study.
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
INTRODUCTION
This chapter presents the analysis of data derived through the questionnaire and key informant interview administered on the respondents in the study area. The analysis and interpretation were derived from the findings of the study. The data analysis depicts the simple frequency and percentage of the respondents as well as interpretation of the information gathered. A total of eighty (80) questionnaires were administered to respondents of which only seventy-seven (77) were returned and validated. This was due to irregular, incomplete and inappropriate responses to some questionnaire. For this study a total of 77 was validated for the analysis.
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATION
Introduction
It is important to ascertain that the objective of this study was to ascertain prospects and problems of private media management in Nigeria. 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 prospects and problems of private media management in Nigeria
Summary
This study was on prospects and problems of private media management in Nigeria. Three objectives were raised which included; To find out the problems confronting private broadcasting media in Nigeria, to ascertain the influence of ownership that affect the management of African Independent Television (AIT), to find out the main sources of revenue for the private media and to find ways private broadcast media be effectively managed. A total of 77 responses were received and validated from the enrolled participants where all respondents were drawn African Independent Television (AIT). Hypothesis was tested using Chi-Square statistical tool (SPSS).
Conclusion
The fulcrum of this study is on examining in totality, the prospects and problems of private media management in the Nigerian. To properly handle this task, the study narrowed down to Africa Independent Television (AIT). It should, however be noted that through the revelation from this study that all is not well with the private broadcast media outfits, as lots of challenges hamper their performance, such that their successes have been hanging in a balance, thereby reducing the chances of achieving their set goals. More than anything else, success would be the order-of-the- day and, the world information and communication order would be achieved via the existence of private broadcast stations, thereby achieving not only the millennium development goal, but the global target of the world as a village throughout the world and Nigeria in particular
Recommendation
- Management and other operatives should comply with laws guiding the profession and nation.
- The operators must be given free hand to operate, but not without respect for professionalism.
- Tariff for importation of broadcast equipment should be reduced to enhance productivity and participation.
- Training of staff should be top on priority to enhance productivity.
- Those placing adverts should be made to pay before broadcast of their advertisement, to avoid piling debts, thereby affecting the welfare of staff, as well as running of the station.
- Salaries of workers should be paid regularly and on time; to avoid strike, which will affect transmission.
- Positions of authority in the private broadcast stations should be a product of a sheer dint of hard work, merit and capabilities and not through sentiment and favoritism; to avoid mediocrity and low productivity.
- Government should avoid incessant harassment of practitioners and operators, as well as media owners, by so doing; a level playing field would be created.
References
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