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|Title: ||A STUDY ON AUDIENCE SATISFACTION WITH ETV AFAN OROMO PROGRAMS|
|Authors: ||BADESO, HAJI|
|Advisors: ||Oddgeir Tveiten,Dr, Gebremedhin Simon|
|Copyright: ||2008 |
|Date Added: ||24-Dec-2008 |
|Publisher: ||Addis ababa university|
The main focus of this study was to find out the over all level of audience satisfaction with ETV Afan
Oromo programs. In relation to this, attempts were made to assess audiences’ program preference, as to
why people watch ETV Afan Oromo programs, how audiences react to the contents and presentations
of the programs.
Qualitative method of research was utilized throughout the research. Hence, in-depth individual
interview and focus group discussions were instruments of data collection. Three locations, Addis
Ababa and two towns from the Oromia National Regional State (Adama & Ambo) were selected
purposely to carry out the individual in-depth interviews and focus group discussions with respondents
who were also drawn purposefully. In addition, some editors who are working in ETV Afan Oromo
section were also interviewed to make the study more complete.
Regarding, related literature, attempts have also been made to review various literatures written in
connection with the theme. Accordingly, different theoretical frame works with particular emphasis to
the uses and gratifications approach were presented and discussed
As to the findings of this study, the over whelming majority of the respondents appear to have strong
affinity to ETV’s programs of Afan Oromo which has also become the reason for their attendance.
Consequently, they watch the programs irrespective of their needs and desires, satisfaction /
dissatisfaction and also program genres. They seem to watch the programs with the sense of
belongingness to their language as a basis of their habitual engagement. When it comes to audience
preference, among the ETV Afan Oromo programs, the entertainment took the first while the
educational and informative ones took the second and third leg respectively.
All in all, in relation to over all satisfaction, the outcomes of both the individual in-depth interviews
and focus group discussions designate that the majority are neither in a very satisfied nor in a very
dissatisfied positions. Rather, they are in a medium level of satisfaction. However, compared to the
first five years of the launching of the Afan Oromo program, the latter periods have shown relative
improvements as far as audience satisfaction is concerned.|
|Description: ||A THESIS SUBMITTED TO THE GRADUATE SCHOOL OF JORNALISM AND COMMUNICATION, ADDIS
IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTERS OF ARTS IN
JOURNALISM AND COMMUNICATION|
|Appears in:||Thesis - Journalism and Communication|
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