AN EVALUATION OF VIEWERS PREFERENCE OF TELEVISION STATIONS IN BENIN CITY

ABSTRACT

This study “An Evaluation of viewers Preference of Television Stations in Benin City” was designed to analyse viewer’s choice of the available stations in Benin and the motivating factors behind their choices. Research questions were raised to find out the most preferred station in Benin City, the role of programming in shaping viewers preference, establish how station image and quality of service promote viewership and preference as well as the extent to which presenters and other station personnel influence preference. Five stations namely ITV, Channels TV, EBS, AIT, and NTA were used for the study. The uses and gratification theory was used for the theoretical framework for further justification and credence. Survey research design was adopted for the study with a 23 item questionnaire used as the instrument of data collection. A sample size of 420 was used for the study and of the 420 questionnaire distributed 403 were correctly responded to and returned, and 13 screened out for inaccurate filing. Data collected were analysed using SPSS software presented in tables, charts and simple percentages. Findings from the study reveals that ITV is the most preferred station with 32.3% of the respondents going for it, followed by channels TV with 27.3%, next to it is NTA with 16.3% and EBS with 8.4%. Programmes and programming, service quality and stations image alongside demographics of viewers and presenters further played leading roles in viewer’s choice of station, with a regression significance value of p<0.05. Occupation and Religion were identified as key demographic variables responsible for viewing choices. Also important in a definite order is Average Monthly Income, Gender Marital Status, and Educational Qualification. Hence, viewers' varied choice and preference patterns are a direct result of their pre-existing viewing expectations for station’s offerings, and the station that most efficiently serves these wants eventually wins the most viewers and their loyalty. Recommendations were to the effect that The federal government should implement the digital switchover plan in Edo state that will help improve the quality of signals broadcasted to viewers, who will receive signals using set top boxes instead of antenna, thereby retaining digital signals they were initially transmitted in instead of analog and Stations should do more audience research to ensure the needs of their viewers are always met, thereby capturing more viewers into the subscriber base of the station.