Programming Content of Nigerian Broadcast Media: Towards an Indigenizing Paradigm

ABSTRACT

TELEVISION is an important medium of communication in the 21st century.

It is used for several reasons including information, education, entertainment,

and persuasion. Unlike other media structures, television has the advantage

of utilizing vision for mass communication. Programming remains a key

instrument for attracting audience and determining the viability of a station.

Television technology is developing rapidly and impacting diverse strata of

the population. It is a socializing agent as information transmitted can easily

affect consumers’ worldview, perception and behaviour. It exposes people to

opinions that challenge traditional ethos. Television has thus become a major

source of information acquisition, companionship and a relaxation tool as it

provides millions with free leisure strategies and opportunities. Accordingly,

Signorielli and Kahlenberg (2003) observe:

Television is the first centralized cultural influence to permeate both the

initial and final years of life as well as the years between. Most infants

are exposed to Television long before reading. By the time a child reaches

school, Television is there to keep the elderly company when all else fails.

Transcending barriers of literacy and mobility, Television is today’s major

story teller, telling most of the stories to most of the people. . . As such, it is

one of the primary socialization agents in society. Television cultivates, like

parents, peers, the clergy and teachers through its stories, common world

views, common values and common perspective on how men and women

should think, behave and act.

The influence of television on humanity is encompassing. Several works

have observed the psychological aspects of watching television. People are

affected differently, depending on the information type and exposure level

(Bandura, 1973; Van, 1990). To moderate its impact, special government apparatus

is put in place to prevent transmission of certain programmes.