Audience Satisfaction with Ethiopian Television Evening Amharic Program
| dc.contributor.advisor | Simon, Gebremedhin (PhD) | |
| dc.contributor.author | Adamu, Abel | |
| dc.date.accessioned | 2018-06-26T07:37:47Z | |
| dc.date.accessioned | 2023-11-08T13:39:45Z | |
| dc.date.available | 2018-06-26T07:37:47Z | |
| dc.date.available | 2023-11-08T13:39:45Z | |
| dc.date.issued | 2005-02 | |
| dc.description.abstract | Television with its audiovisual nature plays a great role in presenting events within their contexts to its audiences. Similarly, ETV has been serving its audiences since its establishment in 1964. Although audiences continue watching ETV, they are usually heard airing their dissatisfaction regarding the quality of ETV services. Despite the fact that audience satisfaction study is invaluable, it is difficult to get such a comprehensive research in Ethiopia. This paper, therefore, aims at investigating how the complaints of audiences of ETV evening Amharic program are deeper. That is, it tries to assess the satisfaction/dissatisfaction level of audiences with the programs. The study focuses on Amharic language since most of ETV’s airtime is covered by this language. The subjects of the study are 300 TV viewers of Bahir Dar, Dessie and Gondar towns residents who have television sets and pay annual service charge. Most of the respondents are young people. Audience satisfaction studies are usually done using survey methods. As a result, a questionnaire, to find out the audiences’ level of satisfaction based on Likert’s scales, is used to collect the required data. Mean scores of satisfaction scales and percentages of respondents are used for the analysis and interpretation of the data. The questions are analyzed in terms of eleven factors that affect audiences’ gratifications. The results, however, represent tendencies rather than actual facts because they are based on personal opinions and predispositions. The degree of gratification (satisfaction, dissatisfaction or neutral) is determined based on three assumptions that basis on the mean scores of responses on satisfaction scales. Accordingly, the main findings are the following. Audiences’ level of satisfaction is very low. They show their dissatisfaction with the overall services of the channel. Most of the programs lack credibility. Moreover, among the programs Local News and Current Affairs reports and Advertisements are the most dissatisfying programs. Only Q&A, Sport and ’50 Lemon’ programs are relatively the most satisfying ones. Furthermore, most of the audiences watch ETV either as a habit or due to lack of an alternative channel. Hence, looking through these results, it is possible to say that ETV Amharic programs are unable to gratify its audiences by producing and broadcasting programs that go with the needs of its viewers. All these indicate that ETV, being the only medium in the country, to gratify its audiences, should exert more efforts to improve its programs in line with the needs of its viewers. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/3545 | |
| dc.language.iso | en | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Ethiopian Television | en_US |
| dc.title | Audience Satisfaction with Ethiopian Television Evening Amharic Program | en_US |
| dc.type | Thesis | en_US |