Dinku, Getachew (PhD)Getachew, Gera2018-06-282023-11-082018-06-282023-11-082017-06http://etd.aau.edu.et/handle/123456789/4598In Ethiopia television is one of the main sources of information for many audiences and most influential in Addis Ababa. EBC (TV) as a mainstream media has been serving its audiences since its establishment in 1964. Although audiences continue watching EBC (TV), they are usually expressing dissatisfaction regarding the quality of EBC services. Having dissatisfaction complain, audiences had been watching EBC (TV) for long years because of lack of alternative television stations. However, now audiences are getting alternative satellite television stations which transmit entertaining programs with the language of theirs. Among the free-air satellite stations, EBS, KANA, J TV, NAHOO and ENN are the major one. Even if there is no solid evidence yet to prove, the influence of these satellite televisions in diverting EBC (TV‘s) audience, by the researcher‘s personal observation, most audiences are not attending EBC‘s news after the emerging of these independent private satellite entertainment televisions. EBC itself acknowledges this tight competition. This paper, therefore, aims at assessing the impact New Broadcasting Satellite Television stations‘ in diverting EBC night (8:00 Pm) Amharic news audiences. The subjects of the study are 212 Addis Ababa city Administration Government workers. Audience satisfaction studies are usually done using survey methods. As a result, questionnaires are prepared based on Likert‘s scales to find out the audiences‘ level of satisfaction with the newly established satellite television stations programs and EBC news. Audiences‘ reasons of television station preference and dislikes were also assessed. In addition to questionnaire, FGD is applied with three groups. Data gathered using questionnaires tallied and inserted in to SPSS and analyzed using frequency and percentages. Findings of FGDs also analyzed in a more expressive way. Using these two methods helps to have strong findings. Regarding the findings, it is possible to find out as most audiences currently watching the newly established satellite television stations than EBC particularly at night. Respondents have high satisfaction with KANA and EBS programs respectively than EBC. Audiences were diverted from EBC after the emerging of these satellite television stations. Therefore, looking through these results, it is possible to say that most audiences prefer the newly established satellite entertainment channels to gratify their needs. The other side of this idea implies as EBC lost its news audience at night. All these indicate that EBC (TV), the mainstream television station, to gratify its audiences in this titer computation era should exert more efforts to improve its news in line with the needs of its viewers.enBroadcasting SatelliteThesis