Abstract: The study objective was an evaluation of students’ preferences for news & movie channels. The research was anchored on Uses and Gratifications Theory. The study used a survey research method while questionnaire was used to elicit responses from respondents who are students of Rivers State University. The data collected were analyzed using descriptive statistics (frequency and percentage method with the aid of tables. Findings of the study indicated that many of the respondents (75%) do not prefer news channels to movie channels. Equally, majority of the respondents (75%) noted that they do expose to movie and news channels via cable TV. Hence, majority of the respondents (75%) noted that they have access to 5-6 news channels in Rivers State University Community. Similarly, majority of the respondents (68.3%) noted that they have access to 9-10 movie channels in Rivers State University community. The study recommended that television industry especial those on cable should as a matter of fact create more decent news and news analysis on important issues so that member of the public can pay attention just like they do for movies.
Keywords: STUDENTS’ PREFERENCES
TABLE OF CONTENTS
Title Page
Certification
Dedication
Acknowledgement
Table of Contents
Abstract
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study
1.2 Statement of the Problem
1.3 Objectives of the Study
1.4 Research Questions
1.5 Significance of the Study
1.6 Scope of the Study
1.7 Operational Definition of Terms
References
CHAPTER TWO: LITERATURE REVIEW
2.1 Introduction
2.2 Conceptual Framework
2.3 Empirical Review
2.4 Theoretical Framework
CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction
3.2 Research Design
3.3 Research Method
3.4 Population of Study
3.5 Sample Size
3.6 Sample Procedure
3.7 Instrument for Data Collection
3.8 Validity and Reliability of Research Instrument
3.9 Data Collection Process
3.10 Data Analysis
CHAPTER FOUR: DATA ANALYSIS
4.0 Introduction
4.1 Demographic Analysis
4.2 Discussion of the Findings
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Introduction
5.2 Summary
5.3 Conclusion
5.4 Recommendations
References
Appendix
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Mass media particularly broadcast media and the Internet strives to grab viewers/user attention. Any society should place a high value on reading daily and weekly newspapers, listening to radio and television programmes, especially news programmes, and entertainment. As a result, the media have taken over our daily lives in an unprecedented way (Nigatu, 2011).
The media, an institution in society, serves a variety of purposes, including infotainment, learning, and education. Given this, the Uses and Gratifications hypothesis assumes a significant role in examining why people use certain informational mediums and proposes that individuals have unique motivations for selecting a particular media and media material over others (Abubakar, Karima, Murtala, & Bishir, 2018). Broadcast media particularly television is both entertaining and informative, however, individual choices what they want to expose themselves to base on their gratification. Thus, individual gratification determines what to expose to and the extent.
In a usual television programming schedule, there are period slates for news and the same goes for movies and other entrainment, however, the era hasn’t gone but have been overtaken by cable TVs. Today, on cable televisions, there are television channels with 24/7 news programmes such as Arise TV, Channels TV, TVC, CNN, BBC, Al-Jazeera and many more whereas, there are equally channels dedicated for movies e.g AfricaMagic Epic Movies, AfricaMagic Family, Africa Magic Hausa, AfricaMagic Yoruba, AfricaMagic Igbo, and many more (Olawale, Bankole, and Njoki, 2022).
This possibility has enhanced individual gratification, as individual has the choice to make in meeting up his/ her gratifications, those who love entertainment can easily expose to only channels designs for that purpose, just like the news lovers and sport lovers. With the advent and growth of new media, many studies are now focusing on how students are using these platforms. They disregard the value of traditional media in their lives especially what they frequently watch between news channels and movie channels, as the majority of students now watch television via cable services like DSTV, GOTV, Startimes, and FreeviewTV.
According to Justus and Wachira (2011), the existence of alternatives demands preference and choice of television stations and programmes is based on the viewers’ unique and diverse needs (gratifications). Like all consumers of other products, the viewers’ decision making process is influenced by both internal and external factors that can be measured by the viewer’s choice of channels and programmes. By measuring the factors that influence viewer’s preferences. Thus, television stations can develop marketing strategies that are responsive to customer’s needs and wants therefore, gaining a competitive advantage (Justus and Wachira, 2011).
Companies are interested in knowing about consumers attitudes toward their products because attitudes influence consumers’ purchase and consumption intentions. Although, a consumer may have a favorable attitude toward a product, it does not necessarily translate into purchase behavior. This is because liking one product does not preclude the possibility that another product is liked even more. For this reason, attitudes are sometimes measured in form of preferences. Preferences represent attitude toward one object in relation to another (Blackwell, Miniard & Engel, 2006).
The term “preferences” can be used in a variety way. One could interpret the term “preference” to mean evaluative judgment in the sense of liking or disliking an object. When a person likes one of the alternatives more than the other, he has developed preference for the one liked and is more likely to choose it. Preference is also used primarily to mean an option that has the greatest value among a number of options (Blackwell, Miniard & Engehl, 2006).
Similarly, this refers to a choice between alternatives and the possibility of rank ordering of these alternatives, based on the degree of happiness, satisfaction, gratification, enjoyment, or utility they provide. Hence, there is the need to evaluate of students’ preferences for news channels and movie channels.
1.2 Statement of the Problem
In this era of “infotament“, lots of youths especially students are still enjoying exposing themselves only to movie channels especially ladies while there is less attention to news channels. Studies on media use among college students are now a worldwide phenomenon. Africa has the fewest studies, with the majority of them being centered in Europe and America (Bosch as cited in Musa, 2015; Loan, 2011). In some of these studies (Loan, 2009; Dykeman, 2008; Perryman, 1997), the influence of new media on conventional media was the main topic of study. Others, such as Nagatu (2014), Loan (2011), and Korzenny & Korzenny (2007), concentrated on the media preferences of students in higher education.
At present, there are few or no empirical studies especially on the comparative mission of both the news channels and that of movie channels preference among youths particularly students. It is against this background that this study evaluates of students’ preferences for news channels and movie channels.
1.3 Objectives of the Study
i. To investigate the extent to which Rivers State University students are exposed to news and movies channels.
ii. To ascertain the extent to which Rivers State University students prefer news channels to movie channels.
1.4 Research Questions
i. To what extent do Rivers State University students expose to news and movie channels?
ii. To what extent do Rivers State University students prefer news channels to movie channels?
1.5 Scope of the Study
The study which evaluates of students’ preferences for news channels and movie channels. shall be narrowed in scope to the Rivers State University. Thus, the geographical scope of this study has been within Rivers State University. The choice of Rivers State University is due to the proximity to the researcher, inadequate time to study all students in the state among other logistics.
1.6 Significance of the Study
A study like this will undoubtedly beneficial to lots of categories of individuals and groups. For simplicity, the following groups and individuals are going to benefit from the findings of the study.
Public/students: One of the core beneficiaries of this study’s findings are students and public generally as it will expose them to the place of the two channels to the overall development of students. Especially, news channels as it helps in keeping up to date with events around them and beyond, as they say, “information is power”.
Media/Film Industry: Another beneficial of this study’s findings is the media including the film industry, as it will provide them on the need to develop movies that both entertain and educative, while, broadcast media should only showcase movies that are both entertain and informative. A part from their regular news.
Future researchers and students: Future researchers and students who may want to further research on similar work or related ones will find this material very useful to lay hand on.
1.7 Operational Definition of Terms
Preference: This refers to the choice between news and movie channels among students.
News Channels: These are news channels such as TVC, ARISETV, AIT, NTA, Channels TV and many more.
Movies Channels: These are movie channels such as Orisun tv, Zeeworld, Africa Magic and so on.
Rivers State University Students: These are students of Rivers State University Students usually in 100 level – 500 level.
“AN EVALUATION OF STUDENTS PREFERENCES FOR NEWS & MOVIE CHANNELS”
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