SATELLITE TELEVISION CHANNELS PREFERENCE AMONG YOUTHS

CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

With the shrinking of the world into a global village through the increasing sophistication of communication technologies, the local media in a nation is brought under fierce competition for local audience by the global media. What broadcasting does today is to facilitate the process of globalization – “a process that makes the world one massive whole that is naturally heterogeneous but with homogonous pretences brought about by the media, information and communication technologies, and mutually understanding people” (Nwabueze, 2005, p. 7). When globalization narrows the space between people across the world, audiences in a nation are faced with the choice of exposing themselves to contents of local or international media. The local audiences especially in developing nations are transformed into a global audience who find it difficult to leave the production quality and variety of programme content presented by satellite television channels and watch local channels.

Mboho and Nwabueze (2008) wrute that despite the perceived dependence on international broadcasting by the local audience, the local stations remain important and indispensable in meeting some of the information needs in any given society. Research findings show that people who watch satellite television stations depend on local stations for knowledge of what is happening in their local environment (Okoye, 2004; Nwabueze, 2010). This further buttresses the undying relevance of local media in the face of numerous satellite television channels battling for audience attention. The world has been reduced into a global village as a result of the emergence of Information and Communication Technology (ICT). Satellite Televisions is one of such technologies. It is a modern digital technology that makes us of computers to send vast amount of digital information to al parts of the globe. Satellite television as a new distributing medium emerged as a result of digital technology and the internet which has triggered a revolution in the way information is stored and transmitted which has permanently changed the media environment. Thus, the traditional mass communication media (television and radio) are struggling to cope with this drastic development.

Today, communication changes are moving faster than ever before for the mass media industries, this means increase cost, to replace old equipment, for consumers, this means a confusing array of products.

According to Bagi (2007), Thus satellite signal are compressed in order to allow a greater number of channels to be transmitted to and from an orbiting satellite. To prevent people from receiving the signals without a subscription. The signals are encrypted (scrambled so that only those with a proper decoder can view them). The satellite receiver decrypts the signal and distributes them to one or more TV sets. Dominick (2009).

The multiple channels transmitted by satellite television are mostly foreign programmes produced by the rich industrialized (developed) countries of the West and transmitted to the developing countries of South America Africa and Asia. Making these countries to become dependent. Perhaps Nigeria as a developing country has also depended on such foreign programs and of course has been importing both hard and soft ware products containing such programs; this has great consequences.

Nigeria is now experiencing cultural invasion, foreign culture has eroded the culture of the people and the effect is seen in the way we dress, talk and eat amongst because the entire hardware involved with TV, has to be imported. Kunczik M. (1993).

It is no account of this that this study is undertaken to assess satellite television channel preference among youths in (Nigeria) Mkpat Enin L.G.A.

1.2       Statement of the Problem

Technologically advanced nations which initiate and bean satellite broadcast channels to the world basically their own version or perception of the world to an international audience. Dominick (2002, p. 462) observed that the United State of America “dominates the international TV programmes market”.

Kotler and Armstrong (2004) wrote that some critics that argue that globalization means Americanization because the more people around the world are exposed to American culture and lifestyle in the food they eat, the stores they shop, and television shows and movies they watch, the more they will their individual identities. This buttresses the one-way flow of satellite broadcast messages from the developed to the developing nations of the world. Furthermore, from the postulations above, it does appear that too much exposure to foreign programmes as aired by foreign satellite TV stations could adversely affect audience cultural identity. But could it be said that Nigerians are exposed to more satellite TV than local TV? There is still scarcity of empirical data on the level of exposure of Nigerians to foreign satellite television channels, especially in relation to their consumption of local media content.

The transmission of foreign programs by satellite television is having a lot of influence on the political, social and cultural institutions in Nigeria. The youth in this case are mostly affected since they more likely to copy western norms and value which they perceived to be more preferable to the indigenous culture. Therefore there is the fear of propaganda and transmission of provocative material that can increase tension domestically and internationally and the promotion of cultural imperialism. It is on this note that the research investigates the Satellite Television Channel Preference among youths, using the Mkpat Enin Local Government Area of Akwa Ibom State as a case study.

1.3       Objectives of the Study

1.    To assess the influence of satellite television on the youths in Nigeria.

2.    To find out the consequences of satellite Television programs on Nigerian youths

3.    To find out whether why Nigerian youths prefer Satellite Television programmes to local Television programmes.

4.    To ascertain the challenges posed by Satellite Television on our local Television.

1.4       Research Questions

1.    How do Satellite Television programs influence the Nigerian Youths?

2.    What are the influence of Satellite Television programs on Nigerian youths

3.  Why do Nigeria youths prefer Satellite Television programs to local television programs

4.  What are the challenges posed by Satellite Television on our local television?

1.5       Significance of the Study

The study will help the National Broadcasting Commission (NBC), to examine satellite transmission in Nigeria and device proper ways under its guide lines on how to license and checkmate the operations of satellite transmission in Nigeria. It will sound as a warning to the Nigeria audiences on the negative aspects of imitating the alien culture at the detriment of African culture, and suggest possible ways Nigeria can make the best use of satellite broadcasting. It will alert the Nigeria Ministry of Culture and Tourism to develop polices on how to safe guard and promote the culture of its people.

1.6       Delimitation of the Study

This study is limited to the satellite television channel preference among youths in Mkpat Enin Local Government Area of Akwa Ibom State. It would have been too broad to research into Satellite Television channel. Cable and transmission nationwide, hence only Mkpat Enin Local Government is the focus. It will also try to proffer solutions to the existing problems identified.

1.7       Definition of Terms

Satellite: This is any earth-orbiting spacecraft that provides communication over long distances by reflecting or relaying radio-frequency signals

---

---