ABSTRACT: The study examined the influence of who wants to be a millionaire TV programme on social behaviour of the youths in urban area (A case study of Uyo Metropolis). Mass media especially television has been a major agent o socialization and education in society through educational programmes like “Who Wants to be a Millionaire, Brain Test, Quiz T.V, Debate” and many more. Today education is not limited within teacher and classroom because Television has proved that education is really comprehensive not confined within four walls of the classroom. However, for the purpose of this study survey research method was employed while questionnaires were administered to 100 respondents of which 90 copies of the questionnaires were returned for analysis where frequency and percentage method of data analysis was employed. Findings shown that 94.4% of the respondents watch “Who Wants to be a Millionaire TV show usually from NTA channel (39%) regularly. Almost 50% of the respondents have been watching Who wants to be a Millionaire TV show between 4-6 years. Larger percentage of the respondent (89%) admitted that who wants to be a millionaire programme have influenced them in some many ways as a result of this, 94.4% of the respondents established that the programme is educating while, 5 respondents representing 5.6% said it does not. 77.8% of the respondents said despite the fact that the programme offers cash, yet the programme does not influence them to get money by whatever means. Also, 61% respondents said exposure to television affects their education and social life completely. By and large, who wants to be a millionaire has make contestants to get a chance to voice their opinions and show cases their wealth of experience and exposure while it motivates people to read more and carry out research that will broaden their knowledge.
Keywords: Who Wants to be a Millionaire
1.1 BACKGROUND TO THE STUDY
Broadcast media are means of transmission which enable audio, audio-visual of information, message, 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” (Chester et al, 1963 cited in Oyekanmi 2008:2).
This explains why Mgbejume (1985:1) cited in Oyekanmi (2008). defines broadcasting as “the spreading or scattering of news, entertainment or any other programmes over a wide area with many propels simultaneously receiving the transmuted programmes in their homes television, radio set”.
Also, Folarin (2003) writes that broadcasting is “the planned provision of information education and entrainment to a large and heterogeous audience through the medium radio and television. The new dimension enunciated by Folarin is that broadcasting messages are sent and received only by radio. Odetoyinbo (2001:5), asserts that broadcasting is an act of “giving out, sharing or transmission of information or messages through an electronic device.
According to Ajetunmobi and Oyediran (2004:74) broadcasting is simply “the planned provision of information, education and entertainment to large and heterogeneous audiences through the medium of radio and television”. Basically broadcasting media is classified into two major categories (radio and television) Adedire (2002).
However, Like radio broadcasting the television is a medium combining both sound and visual sent from a station through a wireless means to the receiving set. The beginning of television is linked with scientific invention that is, those who did not have any knowledge of its social importance such as education, information and entertainment.
Television is an electronic device used to receive sound and images which create television programme that people can watch. Therefore, the effects of who wants to be a millionaire on its viewing audience are diverse and it has attracted or resulted to this research.
Television as a means of communication is widely believed to be the most persuasive and effective medium. This is facilitated by the unique features of television which is the combination of sight, sound and motion. These features account for the diverse viewership of who wants to be a millionaire TV show.
Television audience ranging from teenagers, adults, older people, elites, literates and even illiterates have come to be acquainted with this popular game show on television. All these categories of people enjoy the programme “who wants to be a millionaire” with its unique features as it is quite different from all other television reality show.
There seem to be a general consensus by many programme analysts towards the reality game show tremendous impact on its viewing audience as it regards its educating, informing and entertaining features attesting to the impact of television.
Gerbner (1971), in his book “Television impact”, said that television has effectively taken the place of tribal elders of origin, religion, and even formal education in its role of myth telling. Common rituals and methodologies are crucial for society because they function as agencies of symbolic socialization and as such demonstrate how society works by dramatizing its norms and values.
For some years now, research has focused on the question of whether or not watching a certain type of television programme produces certain effect. Experiments, have concentrated on observing and measuring behaviour in viewers after they have seen a single programme. One of such laboratory experiments carried out by Liebert and Baron (1972) shows that there is a positive casual relationship between watching the portrayals on television and levels of aggressiveness in individual viewers.
A cursory look at different studies done in this areas revealed that the researcher have entirely centered on the negative aspects and effects of television on its audience. But this researcher has decided to carry out this study looking at the reality television programming with a focus on “who wants to be a millionaire”.
1.2 RESEARCH PROBLEM
Reality television as it is known today emerged in the last ten years and very little has been written about it, let alone been researched.
James (2006) revealed that no prior studies had been conducted on reality television in Africa and Nigeria context in particular up to 2005. It is therefore clear that reality television research is still in its infancy stage and that research approach is currently most needed in this field of study as it is been used to promote brand or product identity.
However, the research examines the extent of which reality television show particularly “Who Wants to be a Millionaire” influences audience and some of the elements or factors that determine audience interest in watching the show. To this end, focus is made on “Who Wants to be a Millionaire” since it is very difficult if not impossible to study all reality TV show in Nigeria and researcher shall limited the study to the students of University of Jos, Plateau state.
It is agued that an element of reality programmes’ appeal is that it help viewers to feel important because seeing ordinary people on the shows allows them to ‘‘fantasize that they could gain celebrity status by being on television.
Green et al., (2004). Opined that reality TV show contributes to enjoyment by distracting audience members’ from personal concerns or stress, allowing them to learn new things, and fostering a sense of connection with characters.
1.3 OBJECTIVES OF THE STUDY
- To know whether who wants to be a millionaire influences the youth?
- To examine if the audiences find the programme educating.
1.4 RESEARCH QUESTIONS
- Does the programme “who wants to be a millionaire” influence the audience?
- Do the audiences find the programme educating?
1.5 SIGNIFICANCE OF THE STUDY
Chukwuemeka (2002), contributed that the significance of the study contains the benefits or values of the study contains the benefits, or values of the various groups that would come into contact with it.
This research will reveal whether the programme has more negative effects than positive one on its viewers. It will enable the organizers of the show to know how the people see the programme and also help them to know if their aim of organizing the programme is met.
Students, the media, researchers, scholars, audience, MTN Company, and the society at large stand to benefit a lot from the finding, of this study.
1.6 SCOPE OF THE STUDY
This researcher set out to discover the influence of TV programme “who wants to be a millionaire” on youth social behaviour using youth in Uyo Metropolis as a cases study. This researcher chose this scope in order to allow the researcher do an in-depth research in one aspect of the TV programmes “who wants to be a millionaire”
1.7 OPERATONAL DEFINITION OF TERMS
Effects: The influence of who wants to be a millionaire on audience.
Social Behaviour: The behaviour and attitude of youth
Youths: These are set of young people between the age of 16-39
Uyo Metropolis: This is the city of Uyo which is the capital of Akwa Ibom State
Programming: The airing or broadcasting of who wants to be a millionaire for audience viewership.
Audience: This refers to the people who watch the programme “who wants to be a millionaire” on television at different places.
Participation: This refers to how the audience participates in the programme in different ways.
Millionaire: This is someone who participates in the game and wins money that amount to a million naira or above it.
Who wants to be a Millionaire: This is a programme sponsored by MTN showcase on NTA, STV, AIT.