EFFICIENT MARKETING OF TELEVISION SERVICES A CASE STUDY OF NIGERIAN TELEVISION AUTHORITY (NTA), ENUGU

ABSTRACT This project is a case study of Nigeria Television Authority (NTA) Enugu, to evaluate the efficiency of its television service marketing. The specific objectives addressed in the study includes: -To determine whether this television house is giving better services to customers or viewers. -To find out if viewers and advertisers are actually satisfied with the services given by Nigeria Television Authority (NTA). -To ascertain the reasons why advertisers prefer to patronize Nigeria Television Authority (NTA). -To determine the factor limiting the performance of the television house in offering better service to its customers. -To attain the objectives, the researcher collected both primary and secondary data by the use of questionnaire and oral interview.  To present and analyze the data, tables, frequencies and percentages were used.  The 2 score was used to test hypothesis since this is test for difference of means. After analyzing data and testing hypothesis the research came up with the following findings. -Viewers agreed that NTA offers better programmes because of its network strategy. -Advertisers prefer using NTA because of its wide reach -The problem of in sufficient find and lack of equipment and facilities affect the NTA. -Relatively, the personnel in NTA are not better motivated. -The political interferences also affect the quality of services offered by NTA. Based on the above findings the researcher recommends the following for the Nigerian Television Authority (NTA). -The federal government should provide enough fund for renovating and purchasing new facilities and equipment. -More variety programmes should be added. -The salaries and allowances of its personnel should be further enhanced to keep them from quitting the television house. -New films and documentaries should be purchased in order to attract the customers attention.







TABLE OF CONTENTS
TITLE PAGE APPROVAL PAGE DEDICATION ACKNOWLEDGEMENT ABSTRACT TABLE OF CONTENTS LIST OF TABLE AND FIGURES
CHAPTER ONE 1.0Introduction 1.1Background of the Study 1.2Statement of the Study 1.3Objectives of the Study 1.4Research Hypothesis 1.5Scope of Delimitation of the Study 1.6Significance of the Study 1.7Definition of Terms


CHAPTER TWO 2.0Literature Review 2.1Meaning and Characteristics of Services and their Marketing Implication 2.2Background and Establishment of Television Service in Nigeria 2.3Types of Television Programmes and the Benefits of Television House 2.4Strategies for Service Marketing 
CHAPTER THREE 3.0Research Methodology 3.1Area of Study 3.2Population of the Study 3.3Sample and Sampling Procedure 3.4Instrument for Data Collection 3.5Validity of Research Instrument 3.6Method of Administration of the Research Instrument 3.7Method of Data Analysis
CHAPTER FOUR 4.0Data Presentation and Results 4.1Presentation and Analysis of Data 4.2Hypothesis Testing CHAPTER FIVE 5.0Discussion of Findings, Recommendation and Conclusion 5.1Discussion of Findings 5.2Recommendation 5.3Conclusion 5.4Limitation of the Study REFERENCES APPENDICES 












LIST OF TABLE AND FIGURES
A.Respondents agreement as to whether they tune to NTA channel 8 or not. B.Viewers indication as to whether they tune to NTA often than not C.Viewers Indication of the quality of service offered by NTA D.Agreement of consumers as to whether NTA offer better service. E.Advertisers preference for television house F.Advertisers rating of the reach of the television house. G.Opinion of television personnel as to whether the government has provided adequate funds to run NTA. H.Agreement of respondents as to whether personnel in NTA are well motivated to reach high quality service. I.Respondents agreement as to whether political consideration or interference by the government negatively affects the quality of service by NTA.