ATTITUDE AND PERCEPTION OF VIEWERS TOWARDS COMMERCIAL INTERRUPTIONS IN TELEVISION PROGRAMMES AMONG UNIVERSITY OF BENIN STUDENT, EKEHUAN CAMPUS.

ABSTRACT:

This study investigates the attitudes and perceptions of University of Benin students regarding commercial interruptions in television programmes with a sample of 202 respondents selected from the four departments in the University of Benin Ekehuan Campus, this was aided by a stratified sampling technique. Findings show that a large amount of students perceive commercial interruptions negatively, believing they disrupt the flow of television programmes and feeling annoyed by them. The study also revealed that there is a strong negative perception of commercial interruptions among respondents, a preference for uninterrupted programming, and support for regulatory measures to manage interruptions effectively. The study recommends that media station should sort for alternative sources of funding for media stations, such as government funding or tax reductions, to reduce reliance on commercial revenue. This can help mitigate the need for excessive commercialization while maintaining quality programming.