A comparative study of viewers’ attitude towards commercial advertising interruptions in public television programmes
This study examines the function and purpose of public television broadcasters across two countries (South Africa and Nigeria) in order to highlight best practices in public broadcasting for the benefit of the public (who ought to be the target audience). The original idea of public broadcasting was aimed at informing the public about the truth without commercial or political provocation and influence. This study examines whether society has come to accept inappropriate broadcasting practices because of prolonged exposure to these practices. When incorrect behaviour is practised continually over a prolonged period, it becomes accepted as normal in society and this is referred to as normalcy. In this regard, the study was further aimed at investigating and comparing the attitude of viewers towards commercial advertising interruptions during public television viewing time. Literature review within this study also focused on factors which influence viewer rating of public television in Nigeria and South African which ought to be informative and educational while providing suitable entertainment. This study employed a survey method and was conducted among the inhabitants of Durban in KwaZulu-Natal, South Africa and Ibadan, South-West, Nigeria. The study was interesting in that viewers’ attitudes across the two countries differed significantly. Generally, South African TV viewers were more accommodating with regards to accepting commercial interruptions during viewing time. On the other hand, Nigerian TV viewers felt that commercial interruptions are disturbances and must not be included in the programmes of public television. The study confirmed that the motives of viewing public TV and behaviour of viewers during the commercial interruptions on the programmes of public TV stations have greatly influenced the attitudes of viewers towards commercial interruptions. Finally, the study offers recommendations guidelines in areas that need more attention based on findings of the study. The study also indicates the limitations of the investigation and provides suggestions for future research.
public broadcasting --South Africa --Nigeria --television viewers
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