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Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/1860

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
Abstract: ABSTRACT 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 ABABA UNIVERSITY IN PARTIAL FULLFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTERS OF ARTS IN JOURNALISM AND COMMUNICATION
URI: http://hdl.handle.net/123456789/1860
Appears in:Thesis - Journalism and Communication

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