CONTENT ANALYSIS OF NTA YORUBA CHANNEL ON STARTIMES

The research examined NTA indigenous broadcasting with a content analysis of NTA Yoruba channel on Startimes. The research was anchored on Uses and Gratifications and Social Categories Theory. Content analysis was used while coding sheets were used to collect the data. The sampling technique for this study is purposive sampling and 1st – 7th November, 2016 was the days purposeful picked which start from Tuesday and ends Monday. The broadcast hour covered were 7am to 7pm everyday of the week. The data collected were analysed using frequency and percentage tables. Findings show that a total of 22 programs were content analysed. The educative and entertainment programs dominated with 22.7% and 27% respectively. Also, both the male and female presenters were equally used as the anchor of the programs. It is also revealed that the cultural programs accounts for (86.4%) with large numbers of the programs were aired both in the morning and evening. The research concluded that NTA Yoruba on Startimes is meeting up with the objectives for its establishment because cultural program dominated the contents with (86.4%) while the programs on the channels portray Yoruba race in good light. It is recommended that media managers and other stakeholders should improve and enhance the qualities of programme and equipment used in producing and distributing indigenous contents in this advanced era.
Keywords: NTA, Indigenous Broadcasting, Content Analysis, NTA Yoruba, Startimes

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