ABSTRACT: The main objective of this study was investigate the influence of smartphone as an effective feedback instrument in broadcast media with a particular focus on TVC Breakfast Show. Feedback makes communication a continuous process, as it has the capacity to change the course and pattern of communication encountered between persons or among individuals. Feedback is a very important yardstick for measuring audience acceptance and participation in programmes. Thus, study was anchored on Gatekeeping Theory and Technological Determinism. A cross-sectional survey research method was adopted coupled with questionnaire as data collection instrument to elicit responses from the respondents. A consensus sampling technique was adopted in which all (population) presenters of TVC Breakfast Show, Lagos State was selected as the sample size. The data collected were analysis using frequency and percentage. The study finds out that smartphone has enhanced the effectiveness of media programmes presentation particular lie programmes. Also, most of the media houses are now making use mobile phone (smartphone), e-mail, and to the recent social media to get quick and responsive feedback from their audience. The study recommended that social media platforms like Twitter, Facebook, and Instagram can be used to collect feedback from viewers. Broadcasters can create polls, surveys, and ask for comments to understand their viewers’ opinions about the content they are broadcasting.
Keywords: Effective Feedback
1.1 Background to the Study
Smartphones have revolutionized communication by making it easier, faster, and more efficient than ever before. The media industry, in particular, has benefitted greatly from the introduction of smartphones. One area where smartphones have had a significant impact is in the use of feedback mechanisms in broadcast media. This study explorea how smartphones have become an effective feedback instrument in broadcast media, and the benefits they offer to the industry.
The use of smartphones as feedback mechanisms has become increasingly popular in recent years. This trend can be attributed to the increasing prevalence of smartphones in society. According to a report by Statista, as of 2021, there were over 3.8 billion smartphone users worldwide, a number that is projected to increase to 4.3 billion by 2023. This widespread adoption of smartphones has made it easier for audiences to give feedback to media organizations (Statista, 2021).
The integration of smartphones in the media industry has also enabled broadcasters to reach a broader audience. Smartphones have made it easier for people to consume media on-the-go, making it possible for people to watch live events, news programs, and other content from anywhere. This has led to an increase in the number of people who can access and engage with broadcast media (Gillmor, 2004).
In addition, smartphones have enabled broadcasters to create more engaging and interactive content. Many broadcasters have created apps that allow viewers to interact with content in real-time, such as voting for their favorite contestants on a reality TV show or participating in live polls during a news program. These features have made it easier for broadcasters to receive feedback from their audience and create more engaging content (Gillmor, 2004).
Furthermore, smartphones have made it easier for media companies to understand their audience’s preferences and opinions. Social media platforms such as Twitter and Facebook have made it easier for viewers to share their thoughts and opinions about news stories and programs. Media companies can use this data to tailor their content to better meet the needs and preferences of their audience.
There are several benefits of using smartphones as feedback mechanisms in broadcast media. Firstly, they are convenient and accessible. With smartphones, audiences can easily provide feedback from wherever they are, without the need for any additional equipment. This ease of use makes it more likely that audiences will provide feedback, increasing the quantity and quality of feedback received (Mitchell, Gottfried, Barthel, Shearer, 2018).
Equally, smartphones provide real-time feedback. This means that media organizations can receive feedback as soon as it is given, allowing them to respond quickly to any issues or concerns that arise. This real-time feedback can help media organizations to improve their content and make changes quickly, which can ultimately lead to a better overall audience experience (Mitchell, Gottfried, Barthel, Shearer, 2018).
Also, smartphones provide a platform for anonymous feedback. Many people may be hesitant to provide feedback if they are required to provide their name or contact information. Smartphones allow for anonymous feedback, which can encourage more honest and direct feedback from audiences (Gillmor, 2004).
Meanwhile, there are several examples of how smartphones have been used as feedback mechanisms in broadcast media. One example is the use of hashtags on social media platforms such as Twitter and Instagram. Hashtags allow audiences to provide feedback by tagging their posts with a specific hashtag related to the content they are watching. Media organizations can then monitor these hashtags to receive feedback and engage with audiences (Pen Acclaims, 2018).
Another example is the use of polling features on mobile apps. Many media organizations have developed their own mobile apps that allow audiences to provide feedback through polling features. These polls can be used to gather feedback on specific aspects of a broadcast, such as the quality of the content or the effectiveness of advertising (Gillmor, 2004).
By and large, smartphones have become an effective feedback instrument in broadcast media, offering convenience, accessibility, real-time feedback, and a platform for anonymous feedback. The increasing prevalence of smartphones in society has made it easier for audiences to provide feedback, which can ultimately lead to a better overall audience experience. The examples discussed in this article demonstrate how smartphones have been used as feedback mechanisms in broadcast media, and the benefits they offer to media organizations.
It is against this background that the study investigates the influence of smartphone as an effective feedback instrument in broadcast media with a particular focus on TVC Breakfast Show, Lagos
1.2 Statement of the Problem
The research is very essential at this point in time because despite the importance of feedback in communication process, communication researchers have not showed much interest in studying the concept of feedback and how it has impacted on programme effectiveness, however, this research examines the influence of smartphone on how media organisations are now collecting feedback from their audience during and after programme in achieving an effective feedback as feedback are collected in the form of letter to the editor or presenter. Now studying feedback is important as communication is said be incomplete without feedback, however, with advancement in information and communication technology feedback has become easier, faster, responsive and effective than ever before. It is against this backdrop that It is against this background that the study investigates the influence of smartphone as an effective feedback instrument in broadcast media with a particular focus on TVC Breakfast Show, Lagos
1.3 Objectives of the Study
The main objective of the study is to investigate the influence of smartphones as an effective feedback instrument in broadcast media. However, the specific objectives are:
- To examine the extent to which the use of smartphones as a feedback mechanism in the TVC Breakfast Show influences audience engagement and participation.
- To investigate the perceived effectiveness of smartphone-based feedback mechanisms in improving the quality and relevance of content on the TVC Breakfast Show.
1.4 Research Questions
In order to explicate the aforementioned objectives, the listed questions provide answers to the research problem:
- How do viewers of the TVC Breakfast Show perceive the use of smartphones as a feedback mechanism, and to what extent do they use this technology to engage with the show?
- What types of feedback are most commonly submitted via smartphones in the TVC Breakfast Show, and how do these feedback mechanisms impact the show’s content and presentation?
1.5 Significance of the Study
- The study on the influence of smartphones as an effective feedback instrument in broadcast media, specifically focused on the TVC Breakfast Show, has several significant implications.
- The study will provide insights into the effectiveness of using smartphones as a feedback mechanism in broadcast media, which can inform best practices for other media organizations looking to implement similar strategies.
- The study will identify the factors that contribute to the success or failure of smartphone-based feedback mechanisms, which can be used to improve the design and implementation of these mechanisms in the future.
- The study will shed light on the impact of smartphone-based feedback mechanisms on audience engagement and participation, which can inform strategies to improve audience retention and loyalty.
- Finally, the study will provide a case study of the TVC Breakfast Show, which can be used as a basis for comparison with other broadcast media organizations, and provide insights into the unique challenges and opportunities of using smartphones as a feedback instrument in the context of morning television shows.
1.6 Scope of the Study
The study which investigates the influence of smartphone as an effective feedback instrument in broadcast media has been narrowed in scope to TVC Breakfast Show. Thus, the geographical scope of this study shall within Lagos state. The choice of TVC Breakfast Show was due to the proximity to the researcher, inadequate time to study all media organisations in Nigeria among other logistics.
Also, the demographic factors of the respondents will carefully study before the administration of research instruments such factors include: age, gender, academic level e.t.c.
1.7 Operational Definitions of the Terms
Influence: In this study it means the act of assessing the influence of smartphone in collecting feedback especially in media and TVC in particular.
Feedback: This is simply means the processes by which presenters are getting people’s opinion on certain matter disusing usually during TVC Breakfast Show.
Audience: According to this research, audience are the viewers of TVC, Lagos particularly the TVC Breakfast Show.
Mass Media: These are means of getting information circulated to a large percentage of people residing in a diverse territory such as TVC
Smartphone: This is a handheld device, capable of providing wireless voice communication along with support for other applications, which is made use of by the TVC Breakfast Show for feedback.