COMPARATIVE STUDY OF AUDIENCE PERCEPTION OF NTA AND BRTV AMONG STUDENTS

Abstract

Video and audio quality, contents and ownership structured of the media organisation have been some determinant factors on media preference of the people, this is evident in the submission of the previous literature examined including this research on the comparative study of audience perception of NTA and BRTV Maiduguri: A Study Final year Students of Unimaid Students. The study is anchored on Perception Theory, Uses and Gratification Theory and Source Credibility Theory to give depth to the research. The research also used survey research method coupled with 200 copies of questionnaires that were administered to respondents in UNIMAID among the final year students who were drawn using multistage sampling of which 178 copies were correctly filled and analysed using frequency and percentage table method with SPSS version 20. Findings show that majority of the students (80.8%) watch television stations regularly, spending at least 1-6 hours watching which is on the average. It is further shown that a substantial number of the respondents watch news, movies and sport on television. Many respondents prefer NTA to BRTV because of the programme quality, visual quality, accessibility and others. It can be deduced that since media now has less effect on people due to so many factors, it is clear that mass media effect is partial and not total on the people. It is recommended that journalists working in government owned media stations should realise that they are serving the public and not the state chief executive alone, and so must pay adequate attention to social responsibility principle of the press.