Abstract: Management is core to every organization who is aiming at survive whether private or public organization to include media organization. The research therefore, examines the problems and prospects of media management in Nigeria with a case study of Africa Independence Television (AIT). Survey research method is adopted while 100 copies of questionnaire were administered to 100 respondents who were drawn using simple random sampling technique. Data collected were analysed using frequency and percentage method. It is safe to conclude that AIT managerial approach to issues is effective, while management performance is very high. However, in adequate freedom, poor funding, infrastructural problem and ownership influence are some of the constraints to AIT has the management team are appointed by the government and subjected to the whim and caprice of the government at the state. It was recommended that government should provide a conducive environment and infrastructural facilities that will allow effective media performance.
1.1 BACKGROUND TO THE STUDY
We cannot discuss the problems and prospects of private media management in Nigeria without taking a look at how private media came into being in Nigeria. Private media began in 1992 when the Decree that established Nigeria Broadcasting Commission (NBC) was promulgated. This brought an end to government (State and Federal) Monopoly. Since then, Nigerian Broadcasting Commission gave license to several private radio and television stations. (Oketunmbi, 2006)
Private broadcasting is the establishment and financing of media organizations by individuals or group of persons. Since the establishment of private media, various efforts have been made to ensure that private media achieved the set objectives. As a result, this research will focus on private media management in Nigeria.
Management is a common activity in human society. Virtually everyone practices management on a daily basis either consciously or unconsciously. From the basic individual and family levels, to large multi-national organisations, management takes place.
Management is a more serious subject in media organizations because of the role media play in our society. To manage media organisations in this age of competition and media proliferations is no doubt a serious business. It requires some uncommon qualities and calls for special duties.
Management however, is the manipulation of resources to achieve pre-determined objectives (Aina, 2002). Management is a process of planning, organizing, directing and controlling available resources of an organization in order to achieve the set goals of the organization (Okafor, et al, 2011). The imperativeness of management in an organization is very monumental. Improper adoption of management techniques in most cases results to collapse and breakdown in such organizations, especially in a developing country like Nigeria.
Media management is the process by which the Editor-in-Chief or The General Manager coordinate all the process, planning, organizing, directing and controlling of media activities in order to attain organizational objectives. Media management is an act of coordinating, controlling and commanding both human and material resources in the print and broadcast media to achieve the organizational goals.
In other words, media management can also be defined as the application and adoption of a suitable theory to enhance the smooth running of a media house. Media management can also be described as a group of people coordinating the affair of other group of people to achieve a particular purpose in media practice.
Meanwhile, several factors have been identified to be responsible for the challenges faced by media organizations, but unfortunately, improper management seems to be the core of challenges faced by media organizations. Where there are no ownership influence clashing with proper media, there is the pursuit for commercial gain, clashing with proper values. No media is ready to produce anything that will go against the management intention as well as the ownership structure.
The term broadcast media is a means of transmission which enables electronic media (audio, audio-visual) of information, message, and idea, to a wider number of people listening or viewing, usually simultaneously. Examples are radio and television (Olayinka, 2012).
Broadcasting is the transmission through space by means of radio frequencies of signals capable of being received either aurally or both aurally and visually by the general public (Oyekanmi, 2008).
This study examines the prospect and problems of private media management in Nigeria with a case study of Africa Independent Television (AIT).
1.2 STATEMENT OF THE PROBLEM
The research x-ray the problems and prospects of private media management with a particular reference to a single private broadcast media using African Independent Television. No doubt to say the fact that management is not a bed of rose. With this backdrop, management has some problems in managing, controlling and commanding a media outfit.
Among the problems are motivations of diligent and intelligent staff in the organization, problem of leadership, individual difference can also not be overlooked. Funding is another identified challenge because equipment in broadcast media are very expensive and become outdated after some time when modern equipment are produced, especially now that broadcasting are moving to digital age.
Other research problem of decision making, environmental problem, psychological constraints, burn out and stress and others which arise in poor and improper management. This study will be successful in finding out the problems and prospects of private media management with a particular reference to a single private broadcast media using African Independent Television.
1.3 OBJECTIVES OF THE STUDY
Although, the primary objective of this study is to examine the advantages and disadvantages of private media management in Nigeria, the specific objectives of this study are to:
i. Examine problems confronting private broadcast media African Independent Television (AIT) in Nigeria.
ii. Examine whether influence of ownership affect the management of African Independent Television (AIT).
1.4 RESEARCH QUESTIONS
These are agitating questions toward solving the research topic. In this wise, the research questions for this study are highlighted below:
i. What are the problems confronting private broadcasting media in Nigeria
ii. Does the influence of ownership affect the management of African Independent Television (AIT)
1.5 SIGNIFICANCE OF THE STUDY
This research work deals with the prospects and problems of private media management with African Independent Television (AIT) as a case study.
As an academic work which intends to pass through scientific scrutiny in terms of empirical analysis, it aims to add to the academic knowledge, both for the benefit of researchers and students of great minds. More so, those who want to engage in similar topic will find it very useful by serving as a reference point.
Media planners will through the findings of this study come to understand why they need to plan and design strategies capable of improving their media content which will in turn encourage inflow to the station rather than flowing out. It will assist journalists to work in line with the house ethics and policy set up in their respective media outfit.
1.6 SCOPE OF THE STUDY
This research work will entail gathering of information on the problems and prospects of private media management. The scope of the study has been limited to African Independent Television (AIT), because all media houses in Nigeria cannot be studied due to the geographical structure of Nigeria, time factor and lack of fund, that is why it is narrowed to African Independent Television (AIT). It should be noted that findings that are generated from this study will be generalized on all other private broadcast media in Nigeria. Also, demographic factor of the staff and management of African Independent Television (AIT) will be examined such as age, gender, educational background and department before the administration of the research tool.
1.7 OPERATIONAL DEFINITION OF TEARMS
Prospects: It refers to the possible solutions to AIT management.
Problems: It means the constraints or hindrance to effective media management in Nigeria especially privately owned broadcast media.
Private Media: African Independent Television (AIT) is a type of media owned, control and managed by private individuals for the purpose of broadcasting information to the society.
Management: Management is a process of planning, organizing, directing and controlling available resources of African Independent Television in order to achieve the set goals of the organization.