THE ROLE AND CHALLENGES OF ON AIR PERSONALITIES IN BUILDING THE IMAGE OF NTA BENIN

ABSTRACT

The impact of On Air Personalities (OAPs) on the reception and perception of broadcast stations and their content is significant and should not be underestimated. The National Television Authority (NTA) Benin is no exception to this influence. However, the effectiveness of OAPs has been hindered by financial constraints and language proficiency issues over the years. This research aims to explore the role and challenges faced by On Air Personalities in shaping the image of NTA Benin. Drawing upon the social responsibility theory and the transfer model theory, this study employs the purposive sampling technique and questionnaires as research instruments. The findings of this research indicate that On Air Personalities have played a crucial role in portraying a positive image of NTA Benin through their professional appearance, courteous language, and objective presentation of programs. Nonetheless, it is recommended that NTA Benin should invest more in financial resources to motivate the OAPs, encouraging them to represent the station in a more favorable light. By doing so, the overall image and performance of the station can be further enhanced.